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9/4/25, 1:34 PM Khalifa Fund-backed Emirati brands blend innovation, heritage, sustainability at ADIHEX - Aletihad News Center
Mubarak Al Shamsi, the company’s general manager, said that through their participation with Khalifa Fund in
ADIHEX, they are able to “reach new customers—specifically private users—which allowed us to expand our market
presence”.
Al Ain Technical Weapons Repair has been the exclusive distributor of G96 products in the GCC since 2016, he said.
“These products help rifle and pistol owners keep their firearms clean, preserved, and always ready for use.”
The company makes it a point to strike the right balance between innovation and tradition by “understanding
customer needs, considering the local environment, and knowing the calibres commonly used for hunting”, Al Shamsi
said.
“Our logo has been updated twice over the past 20 years, but always with careful attention to preserving the UAE’s
hunting heritage.”
Sustainability, he stressed, is a priority for the company. “We currently offer BIO-based G96 CLP oil and are
implementing ISO standards in both our management systems and environmental practices.”
It now seeks to expand its business into neighbouring countries and other regions that share a similar hunting
heritage, Al Shamsi said.
Another participant is ANETIK, a brand that offers unisex activewear designed for the desert climate.
“At ANETIK, we offer shorts, polo shirts, and hoodies made from lightweight, breathable materials. Our designs are
inspired by the outdoor lifestyle—hunting, desert, and equestrian—but with a contemporary style that appeals to
today’s generation,” said the company’s administrative director Ayham Al Abdullah.
Combining innovation with heritage, ANETIK ensures its pieces maintain touches of its Emirati identity—whether in
colours, patterns, or even product presentation, Al Abdullah said.
“We believe innovation can serve heritage, if employed properly.”
Sustainability is equally important, Al Abdullah said. “We use environment-friendly materials, produce in measured
quantities, and integrate cultural elements into every piece. Our aim is to preserve our identity while presenting it in a
way relatable to the new generation.”
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