Asif Alavi, North Africa general manager of Haleon: Each week, My Morning Routine looks at how a successful member of the community starts their day — and then throws in a couple of random business questions just for fun. Speaking to us this week is Asif Alavi (LinkedIn), North Africa general manager of Haleon.

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My name is Asif Alavi — I’m the general manager for North Africa at Haleon, a global consumer health company that spun out of GlaxoSmithKline in 2022. I’ve spent the past 25 years leading large, diverse teams across South Asia, the Middle East, the UK, and now North Africa, with a deep focus on driving business growth, enabling people development, and building high-performing, collaborative teams.

I see my role as that of an enabler — someone who helps individuals and teams become the best version of themselves. I strongly believe that sustainable growth happens only when companies invest equally in people and performance. That ethos informs how I lead at Haleon every day.

Our mission as a company is to make everyday health more accessible. We do this by delivering trusted, science-led products to mns of people globally — from pain relief and oral care to vitamins and respiratory health. Haleon may be a relatively new name, but our portfolio includes legacy brands Egyptians have known and trusted for decades, such as Panadol, Centrum, and Sensodyne. Today, we are the largest consumer health company in Egypt, with over 20% market share in our core categories.

We operate in more than 170 markets worldwide and are dual-listed on the London and New York Stock Exchanges. Becoming an independent, pure-play consumer health company has allowed us to prioritize innovation, move with greater agility, and strengthen our connection to local consumer needs — all of which are critical in dynamic, fast-evolving markets like Egypt.

In North Africa, my responsibility is to serve a talented and ambitious team that’s committed to growing our brands, winning in the market, and expanding access to self-care. I support them by providing guidance, resources, and a clear sense of purpose. I’m also a firm believer in health inclusivity — that everyone, regardless of background or circumstance, deserves the chance to live a healthier life. That belief shapes not only our products, but also how we engage with the broader healthcare ecosystem to improve health literacy and empower people to make informed decisions.

We’ve had a busy launch schedule over the past couple of years in Egypt. Since introducing Centrum to the Egyptian market just two years ago, it’s become the number two multivitamin brand for adults nationwide. Earlier this year, we rolled out our gender-specific range — Centrum Men and Centrum Women — designed to meet more tailored nutritional needs. And there’s more to come: We have a couple of exciting product launches slated for the coming months, and a packed innovation pipeline stretching over the next two to three years. You can expect something new from Haleon almost every other month.

One of the most important trends we’re seeing — especially in markets like Egypt — is the growing demand for more personalized and proactive health solutions. Consumers are no longer content with treating symptoms, they want to actively manage their overall well-being through lifestyle choices, preventative care, and tailored products. A recent survey found that eight in ten Egyptians want to take a more active role in managing their health — a shift that presents both a major opening and a responsibility for companies like ours. At Haleon, we’re responding by developing targeted solutions for specific consumer groups, helping people take greater control of their health outcomes.

My mornings are quite simple — I wake up early, start with an hour of exercise, and then take 10–15 minutes for quiet reflection or meditation. I’ve become more health-conscious over the years — partly because I work in health, but also because of what I’ve learned from books like Outlive, which explores how the choices we make today shape not just how long we live, but how well we live later in life. After that, it’s coffee — and reading EnterpriseAM, of course.

There’s no such thing as a typical workday in this region — everyday looks different. I divide my time between Cairo, Casablanca, and Dubai, depending on where I’m needed. I like to stay close to the ground, so I regularly visit markets and meet with customers to understand what’s really happening. I also make it a point to check in with my team, and I only attend meetings where I can meaningfully contribute. I structure my week around a few clear goals, which I use to stay focused and aligned with our longer-term direction.

One constant in my day — besides coffee — is curiosity. I try to learn something new every day, whether in a meeting or in the field. I’ve also developed habits that help me stay focused. For example, my phone has been on silent for seven years. It can frustrate people who are trying to reach me, but it gives me space to think clearly and stay present. I take regular breaks throughout the day, often walking and reflecting alone or with a colleague.

What’s next for me — personally and professionally — is always tied to growth. Growth, learning, and fun are the anchors for anything I take on. But I also try not to get too caught up in what’s next. While it’s important to plan and be ambitious, it’s just as important to be fully present in the moment and enjoy the journey.

I don’t really separate “work” from “life” — I see work as a part of life. Post Covid, that boundary has blurred even more, and I think that’s a good thing. If you’re able to give time and energy to the things that matter — whether that’s work, family, friends, travel, or your health — then you’ve found balance. That’s what I aim for: doing work that’s meaningful, while still carving out space to do what I love, whether that’s watching football, spending time with loved ones, or simply stretching and winding down after a long day.

One quote that’s always stayed with me is from Michael Jordan, “Don’t be afraid to fail — be afraid not to try.” It reminds me to take risks, stay curious, and not let fear get in the way of progress. I’d rather try and stumble than live with the regret of not having tried at all.

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