UAE’s Influencers Rally Behind SMEs

In a country where small businesses quietly power a large part of the economy, a new community-led initiative is trying to give them something they often lack — visibility.

Publsh Group, in collaboration with news platform Lana, has launched El Nas Lel Nas (which translates to “People for People”), a movement built on a simple idea: connecting influential voices with small businesses that need support the most.

The UAE is home to a unique mix of entrepreneurs, creators, athletes, and public figures whose recommendations carry real weight. While large brands often benefit from this kind of influence, smaller businesses rarely get access to it. This initiative aims to change that — without turning it into a paid campaign.

The approach is intentionally straightforward. Public figures are matched with small businesses, where they visit, try the service or product, and form their own opinion. There are no scripts or commercial arrangements involved. If they genuinely like what they experience, they share it with their audience using #ElNasLelNas. The goal is simple: real engagement that leads to actual customers.

According to Publsh Group’s Kushal Desai and Sagar Chotrani, the idea came from a desire to contribute meaningfully during uncertain times. They see it as a way for the community to support the broader economy, especially the smaller players who often struggle silently.

For businesses, participation isn’t automatic. Those facing significant challenges can apply during a limited ten-day window. Applications are then reviewed by a panel, which shortlists businesses based on need and their potential to recover with the right exposure.

The importance of SMEs in the UAE economy is hard to ignore. They make up around 94 percent of all companies and contribute more than half of the non-oil GDP. But beyond numbers, these businesses are often built on personal risk, resilience, and long-term commitment.

Lana’s Managing Director, Anil Bhoyrul, highlighted this point, noting that small businesses don’t need sympathy — they need customers. The initiative, he says, is about using influence in a more meaningful way, directing attention where it can actually make a difference.

Some well-known voices have already joined the movement. Their messages, while personal, reflect a shared sentiment — that the UAE’s strength lies in its sense of community and its ability to come together during challenging times.

For many of them, supporting small businesses is not just an initiative, but something that feels close to home. Whether it’s acknowledging the opportunities the country has provided or recognising the role of community in building success, the underlying idea remains consistent: when people support each other, the impact goes beyond individual businesses.

At its core, El Nas Lel Nas is less about promotion and more about connection — people showing up for people, in a way that feels genuine and accessible.