{"id":115593,"date":"2026-04-17T00:00:00","date_gmt":"2026-04-17T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/uae\/?p=115593"},"modified":"2026-04-17T02:49:28","modified_gmt":"2026-04-17T02:49:28","slug":"homegrown-ventures-gp-explains-why-hes-leaning-into-the-homegrown-angle-with-his-new-vc-fund","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/uae\/2026\/04\/17\/homegrown-ventures-gp-explains-why-hes-leaning-into-the-homegrown-angle-with-his-new-vc-fund\/","title":{"rendered":"Homegrown Ventures GP explains why he\u2019s leaning into the homegrown angle with his new VC fund"},"content":{"rendered":"

Nader Amiri (<\/strong>LinkedIn<\/a><\/strong>) has spent most of his career ins<\/strong>ide the consumer <\/strong>machine<\/strong>, from FMCG giants like Unilever and Coca-Cola to building and exiting his own grocery startup El Grocer. Now, he\u2019s on the other side of the table, backing the next wave of brands coming out of the region.<\/p>\n

As general partner at Homegrown Ventures<\/strong>, Amiri is focused on a gap he says has long existed in MENA: hands-on support for founders in the FMCG space. The firm has recently closed an oversubscribed USD 22.8 mn fund<\/a> to back \u201cbetter-for-you\u201d consumer brands, as part of a broader wager that local brands are no longer niche but gaining structural ground.<\/p>\n

Each week, My Morning Routine looks at how a successful member of the community starts their day <\/strong>\u2014 and then throws in a couple of business questions just for good measure. This week, we spoke with Amiri about the rise of homegrown brands, what\u2019s driving the shift, and how he structures his day. Edited excerpts from our conversation:<\/strong><\/p>\n

EnterpriseAM: Take us back to the start. What led to the creation of Homegrown Ventures?<\/strong><\/p>\n

Nader Amiri: <\/strong>After exiting my startup and transitioning the business, I started thinking about what\u2019s next. My partner Ahmad and I were constantly speaking with founders, and we realized there\u2019s a fundamental gap in the market when it comes to supporting founders in the FMCG space.<\/p>\n

Founders would approach us for funding or support, and that led us to ask: why weren\u2019t they going to funds, ventures, incubators, or accelerators? <\/strong>We quickly learned that kind of specialized support doesn\u2019t really exist in MENA, let alone in the UAE. So we thought, having gone through the experience of being operators and founders in the sector ourselves, maybe we could be the spark for the ecosystem and help founders get the fuel they need to accelerate their businesses.<\/p>\n

E: What are you seeing on the ground when it comes to local brands gaining share? What\u2019s driving that shift?<\/strong><\/p>\n

NA: We\u2019ve been amazed.<\/strong> The shift started during Covid and has been building up since then. Covid broke a lot of what we call autopilot behaviors. Before it, we were used to shopping and buying certain things in certain ways. Then people were stuck at home, trying new platforms and discovering new products.<\/p>\n

That\u2019s when people started discovering local brands and trying to support the local community. <\/strong>Given wider geopolitical developments across the region, that evolved into a bigger shift toward homegrown brands. It became more of a community movement, with people realizing there are a lot of great, high-quality, modern brands coming out of the region that are better suited to our taste and that understand our behaviors better.<\/p>\n

E: What about when supply chain disruptions \u2014 like the ones happening now \u2014 hit? What happens then, for local brands especially, and what\u2019s hardest to localize?<\/strong><\/p>\n

NA:<\/strong> There is still a heavy reliance on imports \u2014 for finished goods as well as raw materials and packaging. But we saw brands face challenges in the first couple of weeks and then start finding alternative routes, whether through Oman, Saudi, or air freight. It might cost more, but the demand didn\u2019t stop. Interestingly, the ones that acted faster were the ones that captured more share \u2014 and that was especially true for local brands. They had their finger on the pulse and were able to react faster.<\/p>\n

E: What convinced you this is the right moment to back \u201cbetter-for-you\u201d consumer brands?<\/strong><\/p>\n

NA:<\/strong>Part of it is personal. We want to back products we actually believe in and would give to our families. So, we decided to put our money where our mouth is and back purpose-driven businesses.<\/p>\n

Another factor was looking at the trends. <\/strong>Since Covid, people have become much more aware of what they\u2019re eating \u2014 becoming more conscious about ingredients and proactively choosing to switch whenever they can. It\u2019s still not a mass market yet, but consumers are increasingly looking for products that prioritize health and wellness.<\/p>\n

The challenge has been accessibility and awareness<\/strong>, but once people discover these products, they become regular customers almost immediately.<\/p>\n

E: Do you see this shift to local brands as structural, or could it reverse?<\/strong><\/p>\n

NA:<\/strong> In the last three or four situations globally or regionally, we\u2019ve only seen it increase at every juncture. The only factor in favor of multinationals is scale (of pricing, distribution, and awareness), which local brands still need time to build. But once people find them, the conversion, adoption, and loyalty rates are higher. So we see it as a mid- to long-term trend that, overall, is going up.<\/p>\n

E: Does the current regional backdrop change how you invest?<\/strong><\/p>\n

NA:<\/strong>Not much, to be honest. Maybe to a certain extent, we\u2019re just looking more closely at which categories are more resilient. In these moments, people tend to turn toward simpler indulgences like personal care or food, so we look at which products have been more resilient and decide whether to double down on those or invest in new ones in similar categories.<\/p>\n

E: Switching gears now \u2014 what does your morning routine look like?<\/strong><\/p>\n

NA:<\/strong> I\u2019m a morning person. I usually get up around 5am, do some light exercise like walking or having a light gym session, and then fit in a bit of meditation \u2014 even if it\u2019s just 10-15 minutes to disconnect the mind. I have five cats, so I need to spend some time with them; otherwise, they won\u2019t let me work for the rest of the day.<\/p>\n

I start my workday at 7am<\/strong>, and the first two hours are for planning, strategizing, and deep work. I follow the \u201ceat the frog\u201d concept, doing the most difficult thing in the morning when you have the mental bandwidth and fewer interruptions. After that, meetings usually start from 9, and the rest of the day goes from there.<\/p>\n

E: What does a typical workday look like once things get g<\/strong>oing?<\/strong><\/p>\n

NA:<\/strong> It\u2019s a mix of supporting portfolio companies, evaluating new investments, and staying close to what\u2019s happening in the ecosystem by speaking with retailers, distributors, and consumers to understand behavior on the ground. We also spend time thinking about the broader ecosystem \u2014 not just individual companies, but where the structural gaps are and how we can help address them.<\/p>\n

E: What\u2019s next for you, personally and professionally?<\/strong><\/p>\n

NA:<\/strong>Personally, I look forward to a summer holiday. I don\u2019t know where, how, or when, but hopefully sometime soon \u2014 we all deserve it after the months we\u2019re going through.<\/p>\n

Professionally,<\/strong> we just closed the fund, and we are oversubscribed, so we have a larger pool of funds that we\u2019re looking to deploy. The focus now is on accelerating that deployment and selecting which four or five prospects we get into this year. At the same time, it\u2019s about supporting our portfolio companies in a deeper way and leveraging AI more and more for building teams and expertise from the ground up in a more productive and agile way.<\/p>\n

Nader\u2019s recommendations <\/p>\n

What he\u2019s reading: <\/strong>Antifragile<\/a> by Nassim Taleb, a book on how systems can benefit from disorder and chaos. \u201cThe more time passes, the more relevant it becomes,\u201d Nader said.<\/p>\n

Best advice he\u2019s received:<\/strong> Design for success.<\/p>\n","protected":false},"excerpt":{"rendered":"

After exiting his own startup, Nader Amiri is now backing the next wave of consumer brands in the region<\/p>\n","protected":false},"author":1,"featured_media":115594,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1646],"tags":[7,1342,1088],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-115593","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-my-morning-routine","tag-enterpriseam-uae","tag-investment","tag-my-morning-routine","wpautop","entry"],"acf":{"mongo_id":"f6410f13-b815-4e5b-b94f-20354b3dcdc6","order":"11","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2026\/4\/826.jpg","photo_position":"above","homepage_title":"","full_issue_title":"From 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