I have a secret formula for competing with established players in the market. Dr. Amanullah Kassim, Chairman of Tasmeer Indigo Properties

Interviewed by: Binesh Babu Panicker
Compiled by: Anand Raj OK
Images/podcast: Abu Jiyadh

Can you share your journey into the real estate industry and how you started in Dubai?

I first came to Dubai in 1974. My brother and I started a jewelry business. Later, I went back to Pakistan in the 1980s and continued my business there. I returned to Dubai in 2007 and ventured into real estate. Over the years, I’ve built six labor camps, two hotels, and a building in JVC, which is now on rent. However, I consider 2022 as the year I truly started in real estate because that’s when I began focusing on rental properties. I’ve also done construction projects in the US, Europe, and Pakistan, but Dubai is the best city in the world for business. The infrastructure, government support, and safety here are unmatched.

What makes Dubai stand out compared to other global cities?

Dubai has everything—metro, buses, and world-class infrastructure. The leadership is incredibly dedicated. For example, when there was a rain problem, the government immediately started working on a solution. The city is safe, and there’s no discrimination. You can walk anywhere at night without fear, unlike in some other countries [including in the West]. The food scene is diverse, catering to all tastes, and the tourism industry is thriving with beaches, malls, and amusement parks. Dubai is also emerging as a financial hub, competing with cities like Hong Kong and Singapore. The future here is very bright.

You started with jewelry and moved into real estate. How do you manage customer expectations in these two very different industries?

Jewelry customers, especially women, are very particular about small details. In real estate, it’s about catering to the entire family. When I build a house, I ensure it meets the needs of everyone- kids, husbands, and wives. Small details like ventilation, lighting, and privacy are crucial. The Dubai government also plays a big role by enforcing regulations like no windows in corridors for privacy, and ensuring fire hydrants and reserve tanks are in place. It’s a mature market now, and you can’t just sell anything; people look at every detail.

What amenities do you focus on when developing properties?

We focus on providing everything residents need within the building. For example, we include indoor and outdoor gyms, yoga areas, and barbecue spaces. During winter, people want to enjoy the weather, so we provide outdoor seating areas. We also ensure energy-saving electrical systems and water conservation measures. The goal is to make life convenient for residents so they don’t have to go far for basic amenities.

As a new developer in Dubai, how do you plan to compete with established players?

I may be new to Dubai, but I’m not new to construction. I’ve completed over 150 projects globally. My reputation speaks for itself. In Pakistan, I don’t even need a marketing team because people trust my work. In Dubai, I’m building my reputation step by step. I don’t rely on bank financing; I use my own money, so I’m not pressured to sell quickly. My focus is on delivering quality and fulfilling commitments. It may take time, but I’m confident my work will speak for itself.

How important is it for buyers to know the person behind the project?

It’s very important. Starting is always tough, but I have the experience and confidence to deliver. I’m not in a rush to make money; I’m building a legacy for my children. In Pakistan, I’ve honored my commitments even during high inflation, never increasing prices after a sale. Once, a buyer came to me 40 years after a project with an issue, and I helped them resolve it. That’s the kind of reputation I want to build in Dubai. My buyers and investors know me by name, and that trust is invaluable.

You’re also involved in charity work. Can you tell us more about that?

I run 41 clinics in Karachi under the ZMT name, providing free treatment to 1.5 million patients last year. I don’t do it for recognition; it’s about giving back to society. We also support cancer patients through our welfare society. When someone says thank you, it gives me immense satisfaction. Money can’t buy that feeling. I believe in contributing to society because we’ve been given so much, and it’s our duty to give back. My father always said, “If you do good, it will come back to you.” That’s the philosophy I live by.

What advice do you have for aspiring developers and businesspeople?

Focus on building your reputation and fulfilling your commitments. Money is important, but it’s not everything. If you do good work, money will follow. Be patient, work hard, and always give back to society. Your actions will speak louder than words, and over time, people will recognize and trust you. That’s how you build a lasting legacy.

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