About Rothana EMEA
Rothana is a leading provider of innovative and cutting-edge products, specializing in the fields of Consumer and
Healthcare. We are dedicated to promoting and distributing state-of-the-art technologies and newly introduced products to the Middle East and Africa markets, while also offering customized solutions to enhance existing products in the market. Our areas of expertise include Diabetes, Wound Care, Infection Control, Specialty Food, Food Supplements, and Cosmetics. With a focus on delivering the best products and services to our customers, Rothana is your trusted partner for all your healthcare and consumer needs.
​
“Caring about others, running the risk of feeling, and leaving an impact on people, brings happiness.”
- Harold Kushner.
Our Mission
At Rothana, our mission is to establish ourselves as a highly reputable and respected
company in the market. We strive to achieve this by consistently upholding
strong work ethics, staying up-to-date with industry developments and knowledge,
and fostering a loyal relationship between our customers, employees, and
the company. Our goal is to earn the trust of our customers by providing exceptional
customer service, high-quality products, and a knowledgeable team dedicated to
their needs. We believe in the importance of honesty and integrity and will always
operate with these values at the forefront of our business practices. We aim to
create a positive and enjoyable work environment for our employees, where they
can thrive and excel in their roles. This, in turn, will drive our success and profitability,
as we strive to continuously improve and deliver outstanding results.
Our Vision
Our vision is to improve the quality of life for all by distributing high-value products that offer protection and comfort to families everywhere. We strive to make a positive impact on people's health and wellbeing through our product offerings.
​
Our Strategy
Rothana :
R- Refine Target Segments: Refine the target market and business segments to create a successful strategy for entering and growing our business.
O- Obtain Knowledgeable Talent: Acquire the right talent, professionals with knowledge, to provide and maintain service excellence.
T- Trusted Partnerships: Partner with manufacturers of state-of-the-art technology
to enhance the quality of life for our customers.
H- Harness Industry Knowledge: Utilize our deep understanding of the industry
and medical business in the MEA region to provide value to our clients and drive growth.
A- Attain Customer Relationships: Establish relationships with valuable customers
based on honesty, integrity, and mutual benefits.
N- Nurture Business Growth: Nurture the growth of the business by living by our
values and enjoying our work, creating a pleasant working environment where employees are motivated.
A- Achieving Success: Focus on becoming more profitable and results-oriented, creating the ideal business environment for success.
Our 2024 Branches and Coverage
Our Services
At Rothana, we are experts in the medical industry and business within the MENA region, allowing us to provide a comprehensive range of services tailored to meet the unique needs of both small and medium-sized businesses. Our services include, but are not limited to:
Local Representatives & Market Authorization Holder
At Rothana, we serve as your trusted sales and marketing partners in the Middle East and Africa Region. We take on the role of a "master distributor," providing a seamless and centralized point of contact for conducting business in this complex and highly networked region.
Our goal is to identify, select, and establish mutually beneficial distributor partnerships that drive sustainable growth for your business. Additionally, we facilitate strategic partnerships with key industry players and provide valuable assessments and recommendations to drive success in the market.
Our Story
2013
Establishing of rothana as limited liability company in Saudi Arabia specialized in Medical trading
2014
Establishing Rothana FZE in UAE as head office to manage medical trading in MEA and internationally.
2016
Establishing Rothana Egypt as representative office to expand Rothana to Africa and development of Rothana business in Egypt
2017
Establishing Rothana LLC as retail Arm for
Rothana and to be responsible for UAE market in field if Medical and retail.
2019
Establishing Rothana China to expand Rothana business into OEM, Manufacturing and acts as exportation point to all product from China to support Rothana business in MEA &
internationally for medical , COVID supplies & general trading .
2021
Establishing cooperation with one of biggest medical device manufacturers in EU to establish manufacturing site in GCC to be the first such category in MEA.
Our Founder: A Visionary Leader
Dr. Ahmed Elawadi , SMBA, IIWCC
Chief Executive Officer
Global Expertise & Innovation:
Our founder's journey of over 23 years is distinguished by his strategic leadership across the medical, pharmaceutical, retail, and brokerage sectors. His global experience has endowed Rothana with invaluable insights into diverse market dynamics, driving the company’s innovative approach to healthcare and consumer products.
Strategic Vision & Market Adaptation:
With a career that transcends geographical boundaries, he has mastered the art of market adaptation, leveraging his extensive knowledge to identify and exploit emerging opportunities. This strategic vision has been pivotal in Rothana’s establishment and its ongoing pursuit of excellence.
Entrepreneurial Spirit & Company Genesis:
The inception of Rothana was fueled by our founder's entrepreneurial spirit, recognizing the untapped potential in the Middle East and Africa. His foresight and dedication have been instrumental in introducing groundbreaking products and technologies, aiming to redefine industry standards in these regions.
Leadership & Culture:
His leadership style is characterized by empathy, strategic foresight, and a commitment to quality, shaping a corporate culture that strives for excellence. This ethos is deeply ingrained in Rothana’s DNA, driving our mission to deliver unparalleled customer service and innovative products.
Impactful Initiatives & Industry Leadership:
Under his guidance, Rothana has launched several initiatives, setting new benchmarks in the healthcare and consumer products sectors. His approach to business—balancing strategic growth with operational excellence—has positioned Rothana as a leader in our target markets.
Vision for the Future:
Looking ahead, our founder remains committed to exploring new horizons and embracing innovative strategies that align with Rothana’s mission. His vision for the company is not just about expanding its footprint but also about making a tangible impact on the communities we serve.
Legacy & Transformation:
Our founder's legacy is a testament to the power of visionary leadership in effecting transformational change. Through Rothana, he continues to inspire a new generation of leaders, setting a paradigm for success in the highly competitive and ever-evolving global market.