Talabat Expands to Lifestyle with Zahi’s Artisan Fragrances in Kuwait Collaboration

If you’ve ever fancied bringing some Kuwaiti flair into your living room, here’s a bit of news that might just tickle your fancy. Talabat, which many in the region recognise as a go-to delivery app for food and groceries, is stretching its legs into new territory. They’ve struck a deal with Zahi, the much-loved home fragrance label that’s been making waves in Kuwait with its artisan scents and perfumes. The announcement, made with the usual fanfare during a signing ceremony at Grand Hyatt Kuwait on 8 September, speaks volumes about how things are shifting in the MENA digital economy.

For those of us at Arageek who keep an eager eye on the intersection of tradition and tech (and sometimes feel chuffed to bits when a homegrown brand makes the big time), this feels like more than just another corporate handshake. It’s about making the rich, subtle fragrances of Kuwaiti craftsmanship just a tap away for anyone lounging at home, a far cry from the days when tracking down niche products like these was a bit of a faff.

Bader Al-Ghanim, talabat Kuwait’s Vice President and Managing Director, has said the partnership is a nod to the evolving needs of Kuwait’s consumers. It’s interesting to see a platform long associated with dinner deliveries now serving up a “wider selection of lifestyle products,” as he put it. The idea is simple: what matters most to customers is convenience, and these days, convenience means more than just pizza on a Friday night. I reckon this is spot on—life’s getting busier, and who doesn’t appreciate a little ease?

Khaled Alajeel, Managing Partner at Zahi, is also buzzing about the chance to make their homegrown scents more accessible, all while keeping that knack for quality and detail that’s made Zahi such a household name locally. “Our artisan diffusers and home perfumes are thoughtfully designed to capture the unique experience Kuwait offers those who call it home,” he explained, hoping to add a sense of warmth and character to any space. I must admit, the idea of summoning a memory or mood through a scent delivered straight to your door isn't something I’d have thought about even a couple of years ago.

Talabat’s shift—moving beyond food and FMCG (that’s fast-moving consumer goods, for anyone scratching their head)—reflects a broader trend across the region. And believe it or not, it’s not just about ticking boxes or fattening the bottom line. There’s a real move to energise and empower local entrepreneurs. That said, I’m not a huge fan of platforms becoming jacks of all trades, but if it helps great startups and talented local brands find their way to more customers, then maybe there’s something in it.

On the flip side, partnering with a tech-savvy logistics player like talabat does give Zahi a unique leg up, letting them reach customers all across Kuwait without compromising on the quality or heart of their craft. For those of us who’ve watched friends in the startup world wrestle with supply chain headaches, that’s nothing to sniff at—well… quite literally, in this case!

In short, the marriage between talabat and Zahi is a sign of how digital platforms in the MENA region are rewriting the rules on what “convenience” really means. If this is the new normal—where heritage and hustle move side by side—I, for one, am all ears (and definitely nose).

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