Business
Young Dubai businessman behind unique SDaaS for SMEs
A Dubai-bred young serial entrepreneur is disrupting the local Software as a Service market with a unique AI-driven platform for the Middle East and North Africa (MENA) region, launched at the start of the year.
Called Zoftware, it is “Software Democratisation as a Service, where software products of the people (companies) are recommended by our people (the team), for the people (B2B clients) for any problems they face in their businesses,” says Aayushman Dalmia, 29.
Within the first quarter of operations, Zoftware already has arrangements with a growing list of over 6,000 companies – including the Microsoft and Zoho suites, Google, Adobe and others.
“You can find a packed suite of software just with a generic search, but do you require everything in that or can you customize it? Maybe not. Zoftware is free for the customers while we work with them to understand their needs and even do the work for them in customising solutions from the software companies. Consider us as the Zomato or Tripadvisor for the software industry.
“Avoiding wastage of resources by reducing the gap between the capability knowledge of any software’s offerings and solving the problems of the end users is core to Zoftware’s mission,” says Dalmia, who came up with the idea when he could not find such a solution while searching for his needs himself.
“Zoftware is about marrying software with the best of customer experience. We make it easy for customers to navigate the ocean of software to find the right tools for their business and purpose. We offer deep insights on software and match organisations to the right product, be it for accounting, customer relationship management (CRM), project management, IT, payroll and many more,” says Dalmia, confident his idea will revolutionise the convenience of running a business.
Aayushman Dalmia set up Zoftware after getting stuck with the wrong software as a choice for his family business. Supplied
Zoftware is a unique startup offering a choice of business tools in software with a personalised touch, using Open AI’s ChatGPT, for SME owners and companies. There are plans to take this to India, a huge market for SaaS providers and consumers.
“We have raised 500,000 dollars as a convertible note. And there are plans to raise another $1.5 million in the next round,” he says. “We are aiming for a revenue of $1.5 million by end of 2023.”
The rise of ChatGPT has only become an enabler for the Zoftware team. “Our technical analysts have been nimble to stay ahead on the transformation curve. We are in the process of setting up an AI bot with whom people can converse with, we understand what the customers want from the platform and give them the relevant output data while connecting with the vendors.
“If they want, we can also onboard it for them. With ChatGPT, it can give you out the names, but it cannot do comparisons and the prices that are out there. It cannot help you come to a decision, while we can help find the best value for the clients.
“According to studies, 75 percent of businesses fail in their software implementation. We want to make it to zero, because it is a waste of capital and resources such as time, effort and money. In the SME section, that is not something one can afford. We want to reduce the wastage cycle as much as possible. And we want to build the trust of our customers.”
Zoftware is Dalmia’s latest fruit of labour, coming from his own personal experiences when he saw a gap in the market. He set up Yalla Referral, a referral and benefits platform, is co-founder of an online diamond-purchasing platform Carat Finder and Director of Growth and Innovation at Data Direct Group.
“I remember, in 2018, when I wanted to implement CRM for my sales team, I ended up putting so much effort and money only to realise a year later that I had a complex setup which wasn’t needed at all. Several dollars went in waste apart from the time and effort. Many startups and SMEs may not be able to come out of the wrong direction taken.”
Announcements
Dubai startup Hushday raises AED 2 Million to launch the Middle East’s first premium flash sales platform
Dubai, UAE – As global luxury faces headwinds in key markets like China, and as consumer behavior across the GCC shifts toward value-driven, digital-first experiences, a new retail-tech player is emerging in Dubai to meet that moment.
Hushday, the region’s first premium, invitation-only flash sales platform, has raised over AED 2 million (USD $550,000) in pre-seed funding from regional tech investors. Its ambition: to create a new channel for luxury and premium brands to grow in the Middle East — with full control, brand integrity, and next-level performance.
While inspired by European models like Veepee (valued at over €4 billion) and Gilt in the US, Hushday is not a copy-paste. It’s a GCC-first model, built locally for brands and consumers who expect more: exclusivity, experience, and execution.
“We’re not here to patch a post-COVID inventory issue,” says Jennifer Cohen Solal, CEO & Co-founder. “We’re here to open a new, scalable path for growth — for brands who want to reach a younger, price-sensitive, digital audience, without damaging their equity. The demand is here. The region is ready.”
A Private Sales Model Built for Today’s Reality
Unlike traditional outlets or mass-discount platforms, Hushday was designed as a strategic distribution layer, where brands can activate curated drops in a brand-safe, high-conversion environment — and tap into valuable new audiences in the process.
The platform has already signed dozens of brands — from regional players to global names — and offers full control over pricing, visibility, and inventory strategy. Brands receive real-time analytics, customer insights, and dedicated onboarding support.
“This isn’t just about clearing stock,” adds Jean Thillaye du Boullay, COO and former Carrefour executive. “It’s about reaching a new audience with purpose — and turning each campaign into both revenue and retention. From curation to delivery, we handle the full experience with precision and speed.”
A Curated Experience for Customers — With Access at the Core
Hushday operates on a referral-only model, granting invited members access to limited-time sales across fashion, beauty, accessories, electronics, home, and leisure. Each drop is personalized, mobile-first, and designed to create a sense of rarity and excitement.
With up to 50 flash sales per month, loyalty rewards, and AI-powered recommendations, the experience is built to convert — while reinforcing desirability.
‘’ For our users, it’s not about discounts. It’s about access,” says Riad Djabri, CTO and former engineering lead at Doctolib. “We use tech to make the experience smarter — more personal, more seamless, and more rewarding. Our goal is to turn every flash sale into something that feels tailored, not transactional.”
Hushday stands out not just for its unique format but for how seamlessly it aligns with the region’s pulse, needs, and ambitions. Entirely based in Dubai and backed by local tech investors, the platform is tailored for the Gulf, offering a deeply relevant and timely retail experience. At the core of its operations is a fully robotized third-party logistics (3PL) system, ensuring end-to-end efficiency and excellence across the region. With the GCC’s premium off-price market expected to hit $6 billion, Hushday is stepping in with a bold, digitally native, and brand-safe model that’s designed specifically for this market—not borrowed from outdated global playbooks. “We’re not replicating what worked in Europe 10 years ago,” says Jennifer Cohen Solal. “We’re building what the Middle East needs now — with its own codes, pace, and expectations. And we’re doing it at scale.” After launching in the UAE this month, the company is already eyeing rapid expansion into Saudi Arabia, Qatar, and Kuwait, fully intent on tapping into the massive regional demand for smart, high-quality off-price retail.
MEET THE FOUNDERS
Hushday’s founding team combines deep experience in fashion, e-commerce, tech, and operations—with a track record of scaling high-growth businesses in Europe and the Middle East.
Jennifer Cohen Solal – CEO
With 15 years of experience in e-commerce, Jennifer has held leadership roles as Chief Marketing Officer for major fashion and tech brands, including some of Europe’s top private sales platforms. Before launching Hushday, she founded one of Paris’ most talked-about food startups—a digital-first brand that reimagined the world of French pâtisserie and made headlines for its bold, chef-led concept.
“We don’t believe in waste. We believe in reactivation. That’s the future of retail.”
Jean Thillaye du Boullay – COO
A retail and logistics expert, Jean spent a decade at Carrefour and Majid Al Futaim, managing over 1B AED in annual turnover and leading large-scale digital transformations. At HushDay, he’s driving the commercial & operational engine with a focus on excellence, cost control, and scale.
“Our role is to create a win-win channel: an off-price destination where brands can clear inventory without harming their image, while customers access coveted labels at exceptional value. It’s built on trust, desirability, and a seamless experience from click to delivery.”
Riad Djabri – CTO
Riad is a former engineering lead at Doctolib, one of France’s top unicorns. With a strong product and tech background, he is now driving Hushday’s vision to become the next-generation retail platform for the GCC.
“Our ambition is to build a tech platform that evolves with the brands we serve — integrating AI, circularity, and real-time insights to create a smarter, more sustainable way to sell luxury. But we’re equally focused on the customer experience: making every flash sale more relevant, more personal, and more seamless for the people who matter most.”
ABOUT HUSHDAY
Hushday is the first premium private sales platform built specifically for the Middle East.
Founded in Dubai in 2024, the company offers luxury and premium brands a secure, high-conversion channel to manage excess inventory — while maintaining full control over pricing, image, and positioning.
The platform is invitation-only, operating as a curated destination where members access exclusive flash sales across fashion, beauty, accessories, home, electronics, and leisure. With up to 50 sales per month, Hushday delivers a mobile-first, gamified experience tailored to GCC consumers.
The platform will officially launch in the first week of May 2025 in the UAE, with plans to expand to Saudi Arabia, Qatar, and Kuwait in 2026. Backed by regional tech investors and powered by a fully automated logistics partner, Hushday combines premium retail standards with operational scalability — making it a strategic new growth channel for brands in the region.
Launching the 2nd of May 2025 in the UAE, Hushday is available by invitation only.
🔗 Join the waitlist: [www.hushday.com]
📸 Instagram: [@hushday_me]
📧 Media Enquiries:
Sudhashree Dash
0553498382
press@hushday.com
sudha@memc.co
Dubai startup Hushday raises AED 2 Million to launch the Middle East’s first premium flash sales platform
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