PROFILE

Mr. Yusuff Ali M.A., Managing Director of Emke Group ranks today among the top NRI Business personalities. The Group has diversified into many significant areas under his dynamic stewardship, retail being the most prominent of them. His astute business vision and strategic mind have evolved ambitious growth plans for the Group and ensured their materialization through a team of people who share his drive and dynamism. Headquartered in Abu Dhabi, the capital city of United Arab Emirates the Group is best known in the Gulf through a chain of popular Shopping Malls, Hypermarkets, Supermarkets and Department stores which serve the widest segments of multi-ethnic residents in the region. Foremost among them is the Lulu Chain of outlets, followed by Al Falah Plaza and Emirates General Market. The Group’s formidable position in retailing is ably supported by an integrated network of import, distribution and whole-sale marketing operations, apart from a cross-continent network of outsourcing operations. Emke Group, with its 22,000 strong workforce from 29 different nations and operational bases extending over the UAE, Oman, Qatar, Kuwait, Bahrain, Yemen, Saudi Arabia, India, Indonesia, Kenya, Thailand, China, Hong Kong, Benin and Tanzania is one of the most successful corporates of the times with a steadily ascending growth curve over the years. The Group employs more than 16,200 Indians. Apart from his busy business involvement, Yusuff Ali is equally active on the social front and is associated with various organizations. In recognition of his remarkable achievements in Business & Industry and his distinguished services in the field of Social Work, he was conferred the prestigious Padma Shri award by H.E. Smt. Pratibha Devisingh Patil, Hon’ble President of India

on 05th May, 2008. He was the first Non-resident Indian from the Gulf and the Middle East countries to be honored with this coveted award by the Government of India. Taking into consideration his valuable contribution in promoting the honour and prestige of India, his efforts in fostering the interests of overseas Indians, and his outstanding achievements in the field of business, he has been conferred with the prestigious “Pravasi Bharatiya Samman Award” the highest Indian Government Award given to Non-Resident Indians by H.E. Dr. A.P.J. Abdul Kalam, the former Hon’ble President of India at Mumbai in January, 2005. The crowning glory in his career came when he was overwhelmingly elected by the business community in Abu Dhabi as the Director Board member of the

Chamber of Commerce & Industries (ADCCI) in the year 2005. This was the first time that elections were held for the ADCCI and expatriate was elected to the Director Board of one of the world’s most prosperous and wealthy business regulatory authorities. In addition to this, he was also unanimously elected by the Board members as the Vicechairman of the prestigious Trade Committee of the ADCCI. After four years, in the year 2009, the U.A.E business community re-elected him to the Director Board of ADCCI with a thumping majority.

Yusuffali is very closely involved in many social, charitable and humanitarian activities both in India as well as in Gulf countries and plays a vital role in fostering the interests of Non-resident Indians and keeping intact the communal harmony among the NRIs in the Gulf.

His earnest and dedicated efforts have helped in securing cremation grounds for Hindu brethren in the Gulf.

Through his close association with the authorities in the Gulf he has been able to arrange free land for the Christian community to construct churches.

His proximity with the Rulers and local Govt. authorities in the Gulf countries has gone a long way in strengthening the bilateral ties between India and the Gulf countries.

As a true son of India, Yusuffali has always strived to bring in foreign investments and expertise to India especially to Kerala for various infrastructural development projects, prime among them being the first and only International Airport with private participation, in Cochin of which he is a Director.

The philanthropist in him has always come to the forefront in organizing huge and timely relief measures from the Gulf during many natural calamities in India viz. Lathur Earthquake, Gujarat earthquake, Tsunami tragedy, etc. He was the first to contribute for the rehabilitation of the Calicut market fire victims when thousands lost their livelihood and during the amnesty period in the U.A.E. he was in the

forefront by providing free air tickets including other facilities to hundreds of hapless Indians who could not even afford a ticket back to their motherland.

AWARDS AND RECOGNITION RECEIVED

Padma Shri Award (2008) – by Hon’ble President of India H.E. Smt. Pratibha Devisingh Patil The first Non-resident Indian from Gulf and Middle East countries to be conferred with this prestigious Indian Government award by the Honorable President of India at the Rashtrapati Bhavan on 05th May, 2008. This was presented in recognition of

Retail Company of the Year (2009) – by Mr. Walid Akawi, CEO of ITP Group, – Arabian Business Achievement Awards 2009 under the Patronage of H.H. Sheikh Hamdan Bin Mohd. Bin Rashid Al Maktoum, Crown Prince of Dubai, honored him and awarded Lulu Hypermarket the retail chain of Emke Group with the ‘Retail Company of the Year Award’.

SIB Excellence Award (2009) – by Shri. Vinod Rai, Comptroller & Auditor General of India – South Indian Bank on the occasion of its 80th anniversary celebrations honored him with this award in recognition of his outstanding contributions.

Asian Business Leader of the Year Award (2007) – by U.A.E Minister for Energy H.E. Mohammed Bin Dha’en Al Hameli - Asian Business Awards which have been held annually in London for 12 years was held in the Middle East for the first time. The award was decided by votes polled through the Middle East and evaluated by the world renowned auditors Price Waterhouse Coopers.

P.V. Sami Memorial Award (2006) – by Former Union Minister of State for Finance Shri. M.P. Veerendra Kumar M.P. – for his longtime contributions in industrial, social, educational and cultural fields.

Rajiv Gandhi Award (2006) – by Hon’ble Petroleum and Natural Gas Minister Shri. Murali Deora – for his contribution as an NRI businessman in furthering India’s bilateral ties with the Middle East and for generating highest employment opportunities for Indians abroad.

March 2006 Honored with the title of ‘The Commander’ by Shri. Vellappally Natesan, General Secretary, Sree Narayana Dharma Paripalana Yogam (SNDP), in recognition of the services rendered to the Indian Community in the U.A.E.

Mena OECD Investor Of The Year 2006 award from H.E. Dr. Salem Bin Nasser Al Ismaili, Executive President of OCIPED for generating significant employment opportunities through his investments in the sultanate of Oman . December, 2005 Bestowed with the title of ‘The order of St. George’ by H.H. Moran Mar Baselios Marthoma Didymos I, Catholicose of the East and Malankara Metropolitan, Supreme Head of Malankara Orthodox Church in recognition of the contributions to religious harmony, social development and peace efforts. Conferred with the title of ‘Commander’ (2004) – by His Holiness Moran Mor Ignatius Zakka I Iwas, the Supreme Head of the Universal Syrian Orthodox Church. This was the first time that a person from a different community has been conferred with this title for his efforts in promoting communal harmony and humanitarian activities by the Universal Syrian Orthodox Church.

Best Exporter's Award from the Ministry of Commerce and Industry (APEDA) (2005, 2004, 2003, 2001, 1999, 1997, 1996) for the excellent export performance in the agriculture and processed meat products category.

Best Exporter's award from the Indian Silk Export Promotion Council (2003, 1997, 1996) for excellence in export of Indian silks.

Gold Trophy from Synthetic and Rayon Textile Export Promotion Council (SRTEPC)(2002-2001) for excellence in export of Indian Synthetic & Rayon.

India International Gold Award 1992 from Mr. R.L Bhatia the Union Minister of State for External Affairs - for his outstanding contribution as an NRI Exporter.

Honoured in 2001 – by the Chief Minister of Kerala, Mr. A.K. Antony at the Global Non-resident Keralite Meet – ‘Samavayam 2001’ – held at Cochin, Kerala.

POSITIONS HELD
Managing Director – Emke Group (U.A.E., India, Oman, Qatar, Kuwait, Saudi Arabia, Bahrain, Yemen, China, Hong Kong, Kenya, Benin, Tanzania, Indonesia, Thailand)

Chairman – Lakeshore Hospital & Research Center Ltd., Cochin, Kerala.

Managing Director – Lulu International Shopping Mall, Cochin, Kerala.

Managing Director – Lulu International Convention Centre, Thrissur, Kerala.

Government Bodies & Agencies

Member - Prime Minister’s Global Advisory Council Nominated as a Member in the Prime Minister’s Global Advisory Council of Overseas Indians formed to serve as a ‘strategic think tank’ to nurture and sustain India’s engagement with its overseas community, foster a better understanding of the vast and diverse Indian Diaspora, reinforce the bonding of the Diaspora with India and help address the concerns of Overseas Indians.

Trustee - The India Development Foundation. Nominated as a Member of the Board of Trustees of the Foundation established by the Ministry of Overseas Indian Affairs, Govt. of India. The Foundation will serve as a credible single window to lead diaspora philanthropy into the social sector in India.

Trustee – Overseas Indian Facilitation Centre. Nominated as a Trustee in the Governing Council of Overseas Indian Facilitation Centre set up by the Ministry of Overseas Indian Affairs, Govt. of India. This centre has been established by the Ministry in partnership with the Confederation of Indian Industry (CII) with the objective of promoting overseas Indian Investments in India and facilitating Business-to-Business partnerships between Indian Businesses and Overseas Indians.

Director Board Member, Abu Dhabi Chamber of Commerce and Industry (ADCCI) Elected by the business community in Abu Dhabi as the Director Board member of the Abu Dhabi Chamber of Commerce & Industry (ADCCI) in the year 2005. This was the first time that elections were held for the ADCCI and expatriate was elected to the Director Board of one of the world’s most prosperous and wealthy business regulatory authorities. In addition to this, he was also unanimously elected by the Board members as the Vice-chairman of the prestigious Trade Committee of the ADCCI. After four years, in the year 2009, the U.A.E business community re-elected him to the Director Board of ADCCI with a thumping majority.

Director – Cochin International Airport Ltd. (CIAL) Cochin International Airport is a novel venture in the history of civil aviation in India where Government of Kerala, NRIs, Travelling Public, Financial Institutions, Airport Service Providers and others joined hands in the equity structure. This is the first International Airport in the country outside the ambit of the Government of India. This airport has been constructed to enable any type of wide bodied aircraft to land with state of the art facilities. The Chief Minister of Kerala is the Chairman of the company.

Director – Air Kerala International Services Ltd., A company registered by the Govt. of Kerala under the Chairmanship of the Chief Minister of Kerala for the purpose of operating low cost airlines.

Director – Kerala State Industrial Development Corporation Ltd., (KSIDC) Established way back in 1961 to nurture the medium and large scale industrial sector in the state. A nodal agency for foreign and domestic investments in Kerala, to provide comprehensive support for investors and advise the state government on key facets of the state’s industrial policy and organizes promotional campaigns both in India and abroad. Mr. T.K.A. Nair, Principal Secretary to the Prime Minister of India is the Chairman of this Corporation.

Vice Chairman – Non-Resident Keralites Affairs Committee (NORKA ROOTS), Govt. of Kerala. NORKA, the Non Resident Keralite Affairs Department is set up by the Government of Kerala under the chairmanship of the Chief Minister of Kerala to

ensure the welfare of the non resident Keralites, redress their grievances and safeguard their rights. NORKA is the first department of its kind in India.

Former Special Invitee to the Board of Directors – Air India & Indian Airlines Ltd. (1997 – 98).

Former Member – Central Wakf Council, Government of India. The Central Wakf Council as a statutory Body was established in 1964 by the Government of India under the provision of Section 8A of Wakf Act, 1954 for the purpose of advising it on matters pertaining to working of the State Wakf Boards and proper administration of the Wakfs in the country.

Social, Educational & Charitable

Chairman – Muslim Educational Society Medical College, Kerala. This medical college was set up with a view to reach quality medical education facilities in economically backward and predominantly Muslim populated area of Kerala under the aegis of MES which was established in 1964 to uplift social, cultural and educational standards of Muslims and other backward communities in Kerala. More than 40,000 students from different religion, caste and creed are presently attending different disciplines in the various institutions under the Muslim Educational Society.

Chief Patron – Le Mer Public School, The main aim of this institution is to provide innovative, interactive and world class education to the residents of poor and underdeveloped coastal areas of Kerala.

Chairman of the Board of Governors-India Social & Cultural Centre (ISC), India Social & Cultural Centre is the premier Socio-cultural organization and the apex body of the registered Indian associations in the capital city of Abu Dhabi. Located in Abu Dhabi, the emerging land of opportunities, ISC has grown strength to strength and has become a home away from home for the Indian Diaspora, serving as a venue for members and their families for a wide range of social, cultural, literary, educational and recreational activities. ISC provides support and encouragement to socio-cultural activities of Indians in U.A.E.

Vice chairman –Abu Dhabi Indian School, U.A.E., By far the oldest and the largest Indian educational institution in the Gulf with a strength of more than 4000 Indian students.

Founder Member – Indian Business / Professional Group, U.A.E. Established mainly to promote strong business relations between India and U.A.E. and act as a platform for businessmen and professionals of Indian origin in U.A.E.

Member – Indian Business & Professional Council, Dubai, U.A.E. Chief Patron – Indian Islamic Centers in U.A.E. Prominent Socio-cultural organization of Indians in the U.A.E. undertaking

social, educational, cultural and charity activities for the expatriate Indian Community.

PRESENT STATUS OF THE BUSINESS
Over the years, EMKE Group has ventured into varied businesses operating in the UAE, Oman, Qatar, Kuwait, Bahrain, Saudi Arabia, Yemen, Egypt, India, Indonesia, Thailand, Hong Kong, China, Kenya, Tanzania and Benin. Our presence in this traditional supply chain from manufacture to import & export to wholesale and finally to retail of consumer products has given us a competitive edge in understanding consumer needs. EMKE Group operates with a firm philosophy of "right products in the right place at the right time" The Group operates popular brands of retail chain stores that include the renowned Lulu chain of supermarkets, department stores, hypermarkets and now shopping malls. Al Falah Plaza and Emirates General Market are other popular retail chains operated by us. EMKE Group's retail chains cater to over 320,000 customers everyday and enjoy over 32% of the total retail market share within the GCC. With the opening of forthcoming stores and malls the Group's market share is sure to increase. Ranked as one of the biggest Indian-owned conglomerates in the Gulf, the group's employee profile offers a snapshot of multi-ethnicity, employing more than 22,000 people from over 29 countries.

PERSONAL LIFE
He is described as a perfect family man, married to Shabira and has three daughters, Shabeena, Shafeena and Shifa., an intensely private individual, a devout Muslim who undertakes Haj since a decade without fail. He floors one with his simplicity. His corporate office in Abu Dhabi does not have the elaborate markings of a success story written on its walls. Furnished with the bare necessities, it is a beehive of activity when Yousaf Ali is around. Many visitors come for help, and others for advice. His mail will essentially have a plethora of letters seeking help - for jobs or financial aid. And then there are the recommendation letters from ministers to ex-MLAs. "In the UAE alone, the EMKE Group has over 7,000 employees, and worldwide, the figure is 10,600. At the end of the day, the feeling that you are helping these many families is encouraging, motivating and keeps you moving," smiles Yousaf Ali. And attributes his group's success to hard work and the Almighty's blessings.

EMKE GROUP
Emke Group, of which Yousaf Ali is the managing director, is best known in the Gulf through a chain of popular hypermarkets, supermarkets and department stores, which serve the widest segments of multi-ethnic residents in the region. Foremost among them is the Lulu chain of outlets followed by Al Falah Plaza and Emirates General Market. Yousaf Ali took charge as Managing Director and immediately set about implementing his pet habit of risk taking, he took one such at the peak of the Gulf War when he decided to go ahead and launch the concept of supermarket. To this he says "Everyone was hesitant to invest those days, and it was a big risk to build on a new concept, and a message lies herein, his life's message - You have to take risks at some point of your life. Without risks there is no success. It is like driving a car. If you think of all those big trailers, the speeding vehicles, and that old man trying to cross the street, you will never be able to drive." He approached his task with a blend of risk taking and firm determination to go ahead with the same, grasping fully the intricacies of business, he judged correctly that the source of his firm’s strength were the middle-class, Asians and Arabs, and was shrewd enough to provide the best value and price to the customers. He let go the practice of having middlemen, bulk buying and opening their own manufacturing units. And instead adopted a system of direct approach to customers, he takes a lot of pride in his accessibility and says that any staff member or customer can come to me without an appointment and our group has a team of loyal staff who have been with us since inception. Yousuf Ali is a member of Central Wakf Council of the government of India and the chairman of MES Medical College. Besides being one of the directors of Cochin International Airport Limited and the vice-chairman of Roots-NRK Development

Initiative, he is also the chairman of Lakeshore Hospital & Research Centre, a super specialty hospital in Kochi, Kerala. Today the man sits on the top of a pile, which has made inroads into many new areas and made a success in each and every area ventured into. No wonder he is referred to as a man with he Midas touch. He says he simply does business and business he does but what a kind of business, simply fantastic, he takes his chances and converts them into golden opportunities, which ultimately turns into gold itself. Just take a look at his range of businesses ->> the Emirates General Market (where the fortunes of the group started), EMKE Stores, Al Mushref Co-operative Society, Lulu Center, Lulu Supermarket, Al Falah Plaza, Asif Jewellery, Childhood 0-12, and City Center. His reach goes from the UAE's capital city of Abu Dhabi to Dubai, Al Ain, Sharjah, Oman and Qatar. The wholesale divisions that complement the operations of the retail outlets are even more impressive: Al Tayeb Cold Stores for frozen foods, Al Tayeb Meat Establishment for exports and chilled meat, EMKE Stores for consumer goods, and EMKE General Trading for foodstuffs. This is not the end, still more to come, they are Gulf Star Garments Est. for garment manufacture, System Computer Est and Syscoms Computer Information Technology for computer education, and Huda Shipping International for shipping. Mind it all of these, and then you have the international divisions: Fair Exports (India) with offices in Mumbai, Delhi and Cochin, EMKE Establishments Bangalore, EMKE Garments Kenya Ltd, EMKE Commodities Kenya Ltd, Y Tex Fashions in Barcelona, Spain, P T E K Prima Ekspor in Indonesia, EK Prima Exports in Thailand, EMKE Tanzania Ltd, and EMKE Prima Exports Hong Kong Ltd. Reads like a yellow pages directory…simply fantastic. And even more fantastic is the man’s utter simplicity and humility, which makes one wonder, is he the same person who owns this vast cartel of wealth. Not one to rest on his laurels, Yousuf is now spearheading the business of the millennium - the Lulu Hypermarket in Dubai, built at a cost of Dhs 120 million - and extending the concept to all the GCC countries. He says with a perfect clarity of thought - The business of the future will be centered on large shopping complexes. Small outlets will wind up

operations unless they conglomerate to form larger entities-. He further reveals his group’s philosophy, it took off with supermarkets and departmental stores and now moved onto a larger but integrated concept termed as hypermarket and this concept is a logical step into the future. He also recognizes the importance and significance of information technology, his group started Syscoms. It is today one of the leading consultants for computer solutions, with an array of activities ranging from education, vocational training, overseas software projects, and Internet and Intranet solutions, among others. His group has also ventured into the textiles, garments and foodstuffs and you have the establishment of a food-processing unit in the UAE. He has also given something back to his native land, is an ex-director on the Board of Air India and Indian Airlines Ltd, is the man who spearheaded the Cochin International Airport Limited in Nedumbassery, the first airport built by a public limited company (with 51 per cent share held by the Government of Kerala), the Dhs 325 million project seemed to be a non-starter from day one. He took the plunge when the then Chief Minister Mr K Karunakaran asked him to lend his support and this he did. He went on to become the chairman of the fund-raising committee for the UAE and managed to garner enough funds to built a truly world class airport. Awards have dime a dozen for this man, a recipient of the India International Award from the Government of India for outstanding contribution as an NRI exporter plus he has won exporter awards from the governments of Kenya and Spain as well. He was selected International Businessman of the year 1996 by Deepika, the first Malayalam daily. More recently, Yousaf Ali bagged the millennium award for the best NRI businessman from Kerala, and the Indian Silk Export Promotion Council Award for meritorious performance. He is a founder member of the Indian Business/Professional Group, Abu Dhabi, and member of the Indian Business Council, Yousaf Ali is an active participant at business meetings and has numerous social responsibilities too such as Vice Chairman of the Board of Governors of the Abu Dhabi Indian School, he is also on the board of the Al Noor Indian School in Abu Dhabi.

YUSUFALI’S NEW VISION FOR KERALA

Lulu Shopping Mall

LuLu Shopping Mall (Kochi, Kerala).

“As Kerala and especially Kochi is fast turning into one of the most favoured destinations for investors and tourists, we also humbly want to play our part in making Kochi the best shopping and leisure spot in the God’s Own Country. Or shall we say Shopper’s Own Country?”
• • • •

Rs. 1,200 crores project 20 lac sq. ft. of shopping, leisure, entertainment and comfort 6,000 direct employment 20,000 indirect employment

• • • • • •

5 star luxury hotel to be managed by Marriot Commercial tower exclusively for Aviation & Airlines industry 3000 car parking Amusement center Special area for promoting Kerala products Completion by the end of 2010

Prominent NRI businessman Yusuffali MA being confered with prestigious Padma Shri award in the field of business and Social Work by Indian President H.E. Smt. Pratibha Devisingh Patil at a Glittering ceremony held at Rashtrapathi Bhavan, New Delhi on 5 May 2008. Yusuffali is the first Indian to get this award from the Gulf region.

With Dr. Manmohan Singh, the Honorable Prime Minister of India.

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