AWR Lloyd and Siraj Holding Launch Strategic Consultancy Across Middle East, Africa

When news arrived that Siraj Holding had joined forces with the growing consultancy firm AWR Lloyd, I have to admit, my first thought was "Blimey, that's a savvy move." The collaboration has birthed 'AWR Lloyd Gulf Partners', a joint venture built to serve clients across the Middle East, Turkey, and Africa. They're setting up shop right in Abu Dhabi, no less.

From where I sit, comfortably tracking startup trends at Arageek, I've often noticed strategic consultancies popping up left, right, and centre. But there's something particularly compelling about this alliance. AWR Lloyd made quite the splash recently, coming in at number nine on last year's Financial Times fastest-growing consultancy list for Asia-Pacific—quite an achievement. They've spent the last quarter-century quietly advising heavy hitters in energy, real estate, technology, and infrastructure, dealing in everything from mergers and acquisitions to sustainability transformations and ESG practices.

Now, alongside Siraj Holding, they're looking to replicate that success across a whole new region. Ahmed Khalaf Al Otaiba, Chairman of Siraj Holding, clearly sees potential here, saying he's "excited to diversify" into strategy consulting and keen to bring the famously innovative Asian-Pacific approach to local clients.

CEO Mohamed Rusan Fyroze made a compelling case for the expansion too. He pointed out Siraj's existing foothold in Islamic finance and Takaful insurance through subsidiaries like Siraj Finance and YAS Takaful—both already nicely ensconced and regulated by the UAE Central Bank. He reckons it's a logical leap from financial services into strategic consultancy (Sharia-compliant, naturally).

I've got a soft spot for firms shaking things up—perhaps it's Arageek's constant mission of energising MENA’s startup scene that rubs off—but this partnership seems spot on. Ambassador Udaya Indrarathna, the Sri Lankan diplomat behind the scenes, who recently wrapped up diplomatic duties in the UAE and Iraq, is joining as one of the founding shareholders and directors. He's had his fair share of diplmatic accolades, including the Pride of UAE and Icon Award—no minor feat, to be fair.

Alexander Wood, CEO of AWR Lloyd, dubbed the new partnership a "great honour," highlighting the consultancy's prior work in the region—even during the tricky pandemic years. Their projects ranged from energy infrastructure in the UAE and Iraq to shaping M&A strategies for major Middle Eastern firms exploring opportunities in Asia. Now, they're keen on deepening their ties here even further.

On the flip side, it's always tricky expanding into new markets—it's rarely as simple as copy-pasting your existing operation. They've got their work cut out, building up trust and tailoring their offering specifically to Middle Eastern, African, and Turkish clients. Time will tell if their ambitions translate smoothly into success, but the track records are promising, and their combined experience definitely counts for something solid.

Still, when heavyweights like these team up, people sit up and take notice. And believe it or not, an Abu Dhabi HQ also gives the venture some useful clout, especially considering the city's steadily growing reputation as a regional business hub.

It'll be interesting keeping an eye on this new kid on the block, and seeing if their big plans fly as well as their respective past achievements suggest they should. You know?

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