Authenticity meets growth

Mahalle began its operations in 2022 as an “Authentic Turkish Grocery in the UAE,” with a strong foundational promise: “We don’t sell anything we wouldn’t eat as a family.” This commitment to quality, paired with a carefully curated selection of products, has been central to the brand’s growth and appeal in the market.

We spoke to Burak Arcan, Founder & Managing Partner of Mahalle to understand how the brand is serving Turkish flavours, locally in the most authentic way and decode his growth plans for the region. The conversation brings out Mahalle’s unique value proposition, its potential for growth, and its appeal to investors interested in scalable businesses given that the size of Turkish community is growing very fast and Turkish products are loved by also other nationalities in the UAE.

What inspired you to start something like Mahalle?

Our move to Dubai in 2021 was the catalyst. My wife received a great career opportunity, and I decided to support her by relocating our family. While settling in, we connected with the Turkish community and quickly discovered that although Turkish products were available, they were mostly industrial and lacked the authentic “taste and smell of home.” This led to the idea of bringing authentic Turkish flavors to the UAE, focusing on geo-identified products made using traditional methods, without chemicals. To realize this vision, we partnered with women’s cooperatives in Turkey, empowering them economically while introducing these unique products to the UAE market. This approach has allowed us to not only fill a market gap but also create a business with a strong social responsibility component.

What is the need gap that you were able to meet since the time this concept was started?

We’ve brought something truly unique to the market: authentic, home-made Turkish products that go beyond the industrial offerings. This has filled a significant gap for both Turkish expats and locals looking for high-quality, traditionally made goods.

When it comes to e-commerce, does it help you get more traction?

Absolutely! E-commerce is crucial in Dubai, and for Mahalle, it’s an essential part of our growth strategy. We sell through our website (mahalle.ae), our app, and last-mile delivery services, ensuring our customers can access our products whenever and wherever they need them. Expanding our digital footprint has been instrumental in reaching new customers and driving repeat sales.

How are you marketing the brand?

While digital marketing is a core component of our strategy, our most effective marketing tool has been word-of-mouth. Customers who experience our products often share their positive experiences with others, especially through popular community channels like WhatsApp groups. It’s an organic, powerful form of marketing that continues to build trust and loyalty in the community.

Within a short span, you have built a very strong customer base. What is the strength as of now?

Our strong base of repeat customers is one of our greatest achievements. This is a clear sign of customer satisfaction and loyalty. Many of our customers prefer visiting our store in person, as Mahalle is more than just a grocery store; it’s a community hub. Shoppers come to connect with friends, enjoy our hosted events, and feel a sense of giving back, knowing they’re supporting women cooperatives in Turkey.

What are the top 3 milestones for you since you started?

Our first major milestone was the launch of our “Mahalle by Women” brand, an umbrella for products produced by women’s cooperatives. A year later, we introduced our own private label, which has been a key differentiator. Another milestone was bringing representatives from these cooperatives to Dubai, creating unforgettable experiences for them. Finally, after just two years, we secured investment to expand into the Horeca (hotel, restaurant, and café) sector. This has accelerated our growth and opened up new revenue streams.

How are you planning to grow in 2025?

We are currently executing our “Digital Phase 2” project, upgrading all of our digital channels to enhance our digital commerce capabilities. This will fuel our online growth. We’re also considering opening a new physical branch in 2025 to meet the growing demand. On the Horeca side, we are steadily increasing our customer base and aim for double-digit growth by the end of the year.