Blue Infinity Sets Sail on Full-Stack E-commerce Odyssey in MENA Markets

Blue Ocean Global Group has set a fresh course for its subsidiary, Blue Infinity, as it doubles down on offering full-stack e‑commerce distribution for FMCG brands across the UAE and Saudi Arabia. The group has spent years building a name for itself in online retail distribution, and this move seems very much in line with how the region’s digital shopping habits have accelerated. I’ve seen plenty of startups around the MENA region wrestle with the messy bits of online distribution—inventory, content, pricing, all that jazz—so a service promising a 360‑degree solution feels, well… spot on.

According to the company, Blue Infinity will now focus on handling everything from brand onboarding to product availability, channel strategy and promotion planning. The subsidiary has been around for five years but has quickly grown into a go‑to partner for FMCG brands trying to scale online. Industry veterans such as Shahzad Ahmed, formerly at Siemens Gigaset Middle East and Africa, and Ravi Narayan, previously with Godrej, are said to be steering the ship. Their aim, as positioned by the company, is to go beyond simply shifting boxes and instead operate as an extension of each brand’s team.

Ahmed, who chairs Blue Ocean Global Group, noted that Blue Infinity was created to support both regional and international FMCG names as more shoppers shift online. He highlighted that the team analyses consumer behaviour and product demand closely so brands can manage inventory more efficiently. This kind of data‑driven adjustment is something I reckon a lot of younger brands often underestimate, especially when they’re trying to break into crowded marketplaces.

The timing certainly aligns with how e‑commerce is exploding across the region. In the UAE alone, the online retail sector is valued at about USD 8.8 billion this year and is expected to reach over USD 13.8 billion by 2029. Saudi Arabia is moving in the same direction, with its market already at USD 27 billion and projected to surpass USD 50 billion by 2030. Seasonal surges—White Friday, Ramadan, Eid, Back‑to‑School—only push things along faster, giving emerging brands a chance to test promotions or visibility tricks without too much faff.

Blue Infinity’s team is described as one of the largest dedicated e‑commerce units in the UAE, with decades of FMCG experience. They handle everything from SKU development and AI‑generated content to warehouse operations in both the UAE and Saudi Arabia. Warehouses operate around the clock, which, believe it or not, is becoming the norm as consumer expectations shift towards immediacy.

The company already manages more than 25 FMCG brands and over 500 SKUs. Its approach relies on creating customised partnership models for each brand and each marketplace. The team says its growth has doubled on average annually over the past five years—a bold pace, though not unheard of in distribution if you get your fundamentals right.

Narayan, Blue Infinity’s co‑founder and director, explained that the company’s strength lies in its ability to identify product gaps and move quickly to adapt SKUs and pricing strategies for local requirements. He added that fast onboarding and close collaboration with brand partners are key to improving visibility and channel performance. I’ve heard similar sentiments from founders who learned the hard way that “just listing a product” isn’t quite enough.

Blue Infinity already works with recognised names such as Rasasi, Godrej, Philips, Unilever, Tata Consumer Products, Zydus Wellness, Kodak Batteries, Toshiba, Double A and Snuggy. Rohit Savara, the group’s CEO, said brands need to understand consumer behaviour and rework their models accordingly, emphasising that shoppers now expect availability, competitive pricing and faster delivery as standard.

For anyone following the region’s retail transformation—as many Arageek readers do—this looks like another sign of how digital‑first strategies are becoming unavoidable. And honestly, I’m not a fan of companies that stand still in such a fast‑moving space; they tend to get left behind quicker than they expect. Blue Ocean Global’s updated focus through Blue Infinity seems designed to prevent exactly that, even if execution is always the real test. The group has posted steady growth in recent years and continues to work closely with both global and regional players.

It’s a crowded arena, but if there’s one thing I’ve learnt from covering startups and scale‑ups in the region, it’s that those who adapt locally and move fast usually come out chuffed to bits—assuming they don’t trip over the odd detial along the way.

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