‘Alaan Sawa’ Targets Rising SME Costs

For many small and medium businesses in the UAE, staying operational today is less about growth and more about managing everyday costs. Utility bills, telecom expenses, and cross-border payments may seem routine, but they add up quickly - especially in a period where cost control has become a priority.

It’s in this context that Alaan has introduced a new initiative called “Alaan Sawa: Better Together.” The idea is fairly straightforward: help SMEs manage some of their essential expenses while also creating a system where businesses can support each other.

The program is designed to support up to 1,000 SMEs across the UAE, with a total commitment of AED 3 million in benefits. Rather than offering broad or abstract support, the focus is on practical, everyday costs. Businesses enrolled in the program can receive up to AED 3,000 over three months to cover bills such as utilities and telecom services - think providers like Dubai Electricity and Water Authority, Sharjah Electricity, Water and Gas Authority, Abu Dhabi Distribution Company, Empower, along with telecom operators like du and Etisalat.

Alongside this, participating businesses will also get free access for six months to Alaan’s corporate card and cross-border payment platform. For SMEs dealing with frequent transactions or international payments, this could reduce some of the friction in day-to-day financial operations.

What stands out, however, is the second layer of the initiative - the Sawa Partner Network. This part shifts the focus from direct financial support to community-driven collaboration. Businesses on the platform can offer their own services, discounts, or benefits to others, creating a network where support doesn’t just come from one company, but from peers within the ecosystem.

Founded in 2021, Alaan has grown steadily, raising over US$55 million in funding and serving more than 3,000 businesses across the region. It also features in the UAE Future 100 list, which highlights high-potential companies contributing to the country’s future economy.

Speaking about the initiative, co-founder and CEO Parthi Duraisamy pointed to what many SMEs are already experiencing - ongoing pressure to balance costs while keeping operations running. The intent behind Alaan Sawa, he noted, is to step in where it matters most: covering essential expenses and making it easier for businesses to support one another.

At a time when many SMEs are focusing on stability over expansion, initiatives like this reflect a broader shift. It’s less about offering large-scale solutions and more about addressing immediate, practical needs - while quietly encouraging collaboration within the business community.