Insights from North by Anphonic

North by Anphonic : Key Takeaways

Before diving into the full recap, here’s a quick snapshot of what North by Anphonic stood for and why it mattered.

North by Anphonic marked Anphonic’s first community-led gathering, bringing together founders, operators, and investors across D2C, retail, and commerce in the Middle East.

The intent was simple: real conversations over surface-level networking.
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Panelist Takeaways

Manu Jeswani, Founding Director – Landmark Group

• Think global, act hyper-local. One playbook does not work across GCC markets.
  
  
• Retail fundamentals remain constant. Offline cross-sells translate directly to online upsells, bundles, and recommendations.
  
  
• Speed now defines consumer expectations. Quick commerce is here to stay.
  
  
• Omnichannel wins. Online, offline, and marketplaces together drive scale.
  
  
• Protect margins and brand equity. Uncontrolled discounting destroys both.
  
  
• Strong leaders observe behaviour, decide decisively, and stay humble enough to course-correct.
  
  

Nader Amiri, Managing Partner – Homegrown Ventures

• Great brands are systems. Scale comes from repeatable processes and discipline.
  
  
• Grocery delivery is permanent. El Grocer validated demand; COVID accelerated adoption.
  
  
• FMCG builds rigour margins, efficiency, and continuous optimisation.
  
  
• D2C is the learning engine. Test fast, fail cheaply, and understand consumers deeply.
  
  
• Build progressively. Systems first, speed later.
  
  

Ashwin Nayanar, Co-founder – Vocca Chocolates

• The UAE is a live testing lab. Cultural and income diversity deliver fast feedback.
  
  
• Vocca grew through experimentation from free sampling to product-market fit.
  
  
• B2B before D2C. Cash flow first, brand scale later.
  
  
• Founder-led brands build trust faster. Visibility drives better feedback and products.
  
  
• Community beats CAC. Experiences outperform ads.
  
  
• Being copied is validation. Speed, iteration, and proximity to consumers win.
  
  

North by Anphonic: Full Event Recap

On 18th December, Anphonic hosted its first-ever event, North by Anphonic, marking an important milestone in building an insight-led D2C and commerce community. The event brought together founders, operators, and decision-makers from across retail, eCommerce, and consumer brands in the Middle East.

Designed as more than a networking meetup, the event focused on practical learnings, honest conversations, and real operating insight. The panel featured Manu Jeswani (Landmark Group), Ashwin Nayanar (Vocca Chocolates), and Nader Amiri (Homegrown Ventures), each bringing hands-on experience across retail, brand-building, and investment.

The afternoon combined high-energy networking with candid panel discussions around optimisation, sustainable growth, and what truly separates high-performing brands from the rest.

Key Insights from Manu Jeswani

Founding Director, Landmark Group

A central theme from Manu Jeswani’s discussion was the importance of deeply understanding individual markets. Brands often assume that success in one geography guarantees success elsewhere, but that assumption rarely holds true.

He shared examples of global brands like Zara, which adapt significantly across regions. Even within the Middle East, markets behave differently. Strategies that work in the UAE or Kuwait may not translate to Oman. Each region requires its own planning, testing, and localisation.

Jeswani also highlighted how offline retail fundamentals apply directly to online commerce. Drawing from his experience at Shoe Mart, he explained that cross-selling accessories in-store mirrors online upsells, bundles, and recommendations. The channel changes, but the principle of increasing basket value through relevance remains the same.

On consumer behaviour, he pointed to declining patience levels and the rise of quick commerce. While eCommerce continues to evolve, offline retail remains critical in markets like the UAE. Brands that rely on a single channel risk limiting both scale and profitability. Omnichannel presence is no longer optional.

He also warned against unchecked discounting. While promotions can drive short-term volume, they often erode margins and brand equity. A balanced omnichannel approach helps brands scale without sacrificing long-term value.

Beyond strategy, Jeswani emphasised leadership. Observing customer behaviour, making decisive calls, admitting mistakes, and correcting them quickly are traits that consistently separate strong leaders from average ones.

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Key Insights from Nader Amiri

Managing Partner, Homegrown Ventures

Nader Amiri reflected on how his time at Coca-Cola reshaped his understanding of business. Coke, he explained, isn’t just a brand—it’s a system built on scale, repeatability, and process discipline. That exposure expanded how he thought about long-term growth.

In 2017, he launched El Grocer in Sharjah and Ajman, entering the grocery delivery space when demand was still widely questioned. Early belief from friends and family through crowdfunding helped sustain the venture. When COVID hit, the pressure intensified,but it also confirmed that grocery delivery was not temporary. It was essential and here to stay.

Large FMCG organisations, he noted, teach discipline: how to manage margins, improve efficiencies, and optimise year after year. However, innovation in FMCG often moves slowly. That gap led him to start Homegrown Ventures an operator-led platform to accelerate FMCG innovation in the UAE.

Amiri highlighted that consumers today seek innovation, premiumisation, and better-for-you products. Rising income levels mean brands must clearly decide whether they play the value game, the premium game, or both.

For founders, his advice was clear: start with D2C to learn faster, make cheaper mistakes, and understand consumers deeply. Then build systems progressively walk first, jog next, and only then run.

Key Insights from Ashwin Nayanar

Co-founder, Vocca Chocolates

Born and raised in the UAE, Ashwin credited the country for shaping his entrepreneurial mindset. The diversity of cultures, income levels, and tastes makes the UAE an ideal testing ground for consumer brands.

Vocca began after Ashwin was dismissed. He started small, working with local manufacturers, experimenting with recipes, and giving away samples. Gifting quickly became the brand’s core focus, with early traction in Ajman and Sharjah driven by constant experimentation.

One of his biggest learnings was prioritising B2B before D2C. Strong B2B cash flows enabled Vocca to scale sustainably before expanding deeper into D2C. Even today, B2B contributes a significant share of revenue.

Ashwin emphasised founder-led storytelling as a trust builder. Staying visible on social media allowed feedback to flow directly from consumers, influencing flavours, formats, and new launches. Every product, he shared, existed because customers asked for it.

On growth, he stressed collaboration over CAC. Partnerships work when audiences align and execution is fast. He also rejected one-size-fits-all strategies, noting how taste preferences, pricing sensitivity, and formats vary sharply by region.

Being copied, he added, is validation. The real advantage lies in speed, iteration, and staying close to the consumer.

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Anphonic’s Takeaway

A recurring theme across the panel was that retention is built through experience and trust, not automation alone. Community, founder-led engagement, and real feedback create loyalty first. AI then helps scale it.

This is where Anphonic fits in by turning intent-rich interactions into personalised, repeatable journeys across discovery, cart, checkout, and post-purchase. The goal is not just growth, but sustainable, community-driven retention.

To stay updated on upcoming events, behind-the-scenes moments, and ongoing insights from the North by Anphonic community, follow Anphonic on LinkedIn and Instagram. We’ll be sharing more conversations, clips, and learnings from the ecosystem.

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