NutriCal founder Soniya Ashar said the start-up is right now focusing on growing the business instead of making a profit. Antonie Robertson/The National
NutriCal founder Soniya Ashar said the start-up is right now focusing on growing the business instead of making a profit. Antonie Robertson/The National
NutriCal founder Soniya Ashar said the start-up is right now focusing on growing the business instead of making a profit. Antonie Robertson/The National
NutriCal founder Soniya Ashar said the start-up is right now focusing on growing the business instead of making a profit. Antonie Robertson/The National

Generation Start-up: Dubai’s NutriCal makes restaurants count calories


Alkesh Sharma
  • English
  • Arabic

Company Profile

Company name: NutriCal

Started: 2019

Founder: Soniya Ashar

Based: Dubai

Industry: Food Technology

Initial investment: Self-funded undisclosed amount

Future plan: Looking to raise fresh capital and expand in Saudi Arabia

Total Clients: Over 50

Sometimes the daily grind of surviving the drive back home can be rewarding and can result in a bright idea that leads to a new business.

For Indian entrepreneur Soniya Ashar, 29, the founder of NutriCal, which claims to be the UAE’s first food data intelligence company, this is certainly true. Ms Ashar listened to podcasts about successful entrepreneurs each day while on her way back home from her job in California.

Inspired by these success stories, she gave in to the temptation, quit her lucrative job at Avery Dennison’s business development and marketing department for America and Europe and flew back to Dubai, where she grew up, to strike out on her own.

"Despite so many positives at the workplace, there was a fire inside me to achieve more. I listened to the podcast How I Built This for nearly 45 minutes every day," she says.

"It gradually fanned that fire and motivated me to pack my bags and head back to Dubai and jump into the world of entrepreneurship.”

NutriCal – which is currently working with more than 50 restaurants, cafes, cloud kitchens, food brands and delivery companies in the UAE – helps its partners to calculate calories and nutrients in raw and cooked food.

Food outlets can publish NutriCal data on their menus to help their customers make informed decisions about their food intake.

“We provide nutritional fact labels as per the FDA [Food and Drugs Administration] guidelines in English and Arabic. Companies can also use NutriCal to create new products, conduct recipe costing and design relevant social media,” says Ms Ashar.

“We cater to the growing demand of healthy eating and immunity bolstering with the calorie count meter that helps customers to make a calculated decision.”

A healthier and more sustainable future is a central part of the UAE’s National Agenda for 2021. Dubai Municipality has unveiled several measures to encourage healthy eating habits in the emirate and is encouraging restaurants to display the calorie content of dishes – something that will become mandatory in a year's time.

These steps are meant to encourage restaurants to provide more nutritious options and give consumers the ability to choose food that suits their health status.

NutriCal’s system uses data compiled by the US Department of Agriculture and other international, as well as local databases on more than 25,000 ingredients. It uses its own algorithms to compute the results.

“Anything going into our system is first verified by our team of nutritionists and engineers to ensure the best results,” says Ms Ashar.

After completing her high school education in Dubai, Ms Ashar obtained a bachelor’s degree in business management from Manchester Business College in the UK.

She then joined the family business in Dubai for a few years before moving to the US to study for a master's degree in business administration at Boston’s Babson College.

“Good health and nutritious food have always been my passion ... I love eating and trying out new things in life. So, I started researching more about the food technology industry after moving back to Dubai [from the US] in February last year,” says Ms Ashar.

“I went through a bunch of business ideas, [made presentations] to business advisers in my network and after a lot of back and forth, I finally started NutriCal.”

The global food technology market is booming and is expected to reach $250.43 billion (Dh919bn) in next two years, based on a compound annual growth rate of 5.8 per cent between 2016 and 2022, according to US market intelligence and advisory company BIS Research.

A 2019 study by the University of Cambridge showed that restaurants that provide calorie information on their menus serve healthier food. Researchers examined 100 UK menus and found that restaurants that listed the nutritional details of their dishes offered food with 45 per cent less fat and 60 per cent less salt on average, compared with other restaurants.

NutriCal, which began operations with just three people in December 2019, has now expanded its workforce to 10 and is looking to hire more employees.

“We are looking for tech enthusiasts, data scientists, nutritionists and business development executives. We require more people on board soon to manage the growing demand in the market,” says Ms Ashar.

The start-up is currently focused on business growth instead of making a profit.

“We are at a stage where we have to invest our revenue back into the business. Our focus is more on developing the technology further and attracting increased traction on our platform,” says Ms Ashar.

“As a company, we are not concerned about profitability at this moment. We [have] a long-haul vision for NutriCal and we believe profit will start pouring in on its own if we are the best in the market. It will be the by-product of our hard work.”

Ms Ashar says Saudi Arabia is the “obvious choice” as the next big market the company wants to explore.

NutriCal plans to expand to the kingdom in the next few months and then to Azerbaijan, Lebanon and other GCC countries.

“For the time being, we want to focus only on the Middle East region as food businesses here are quite health conscious and we share the same philosophy,” says Ms Ashar.

“Ours is a tech product and we can deal with our partners while sitting in any corner of the world. So, borders are no limitations for us.”

Ms Ashar says she currently funds NutriCal but is looking for new investment and exercising caution in the selection of the right partners.

“We are self-sustaining but need fresh capital to expand in new markets and add more staff," she says.

"But we will not join hands with outside parties only for money ... we are looking for strategic partners who actually understand our vision and contribute to the growth.”

Q&A: Soniya Ashar, founder of NutriCal

Ms Ashar started NutriCal in December last year with only three people. Antonie Robertson/The National
Ms Ashar started NutriCal in December last year with only three people. Antonie Robertson/The National

Who is your role model?

There are many … but my father Umesh Ashar is the closest to my heart. Even at the age of 60, he oozes a lot of positive energy and is excited about every new business idea. He has the ability to find opportunities even in adverse conditions. I am really lucky to have him as a mentor and guide.

If you could change one thing in your entrepreneurial journey, what would it be?

There is nothing specific that I want to change. But, I have a sense of urgency all the time. I am very result-oriented and focused on achieving best outcomes. Therefore, I keep on reminding myself to be patient. After all, life is a marathon not a sprint.

Are you a born entrepreneur?

Yes, it is in my genes. I have seen my father come to Dubai with nothing and set up a successful venture in the fields of construction and oil and gas. I have seen him working hard and his traits have been passed down to me. But I wanted to gain some experience before starting my own venture that is why I completed my education and worked for about four years in a highly competitive environment in the US.

Did Covid-19 affect your business?

There were few initial hiccups as we saw many businesses shutting down or cutting costs. However, by the end of May, things returned to a state of normality for us and we saw good growth in business in the last couple of months. Many businesses are opting for our services because they want to be different in the industry.

Where do you see yourself after 10 years?

We will be a more diversified business, catering to the clients across the globe. Technology will be our strength and we will be using it to add an element of comfort and sustainability to the lives of businesses as well as consumers.

Why did you choose Dubai over the US to start your business?

Dubai has always been very liberal and growth-oriented. Its leadership is supportive and exemplary. Moreover, the food and beverage market is very dynamic here and one of the main drivers of the economy. So we see a huge room for growth.

What type of entrepreneur are you?

I am a team player and have an eye for detail. As an entrepreneur, I want everything perfect or in the best possible order. My philosophy is to do your level best without being concerned about the results.

The specs

Engine: 2.0-litre 4-cylinder turbo hybrid

Transmission: eight-speed automatic

Power: 390bhp

Torque: 400Nm

Price: Dh340,000 ($92,579

RESULTS

Men – semi-finals

57kg – Tak Chuen Suen (MAC) beat Phuong Xuan Nguyen (VIE) 29-28; Almaz Sarsembekov (KAZ) beat Zakaria Eljamari (UAE) by points 30-27.

67kg – Mohammed Mardi (UAE) beat Huong The Nguyen (VIE) by points 30-27; Narin Wonglakhon (THA) v Mojtaba Taravati Aram (IRI) by points 29-28.

60kg – Yerkanat Ospan (KAZ) beat Amir Hosein Kaviani (IRI) 30-27; Long Doan Nguyen (VIE) beat Ibrahim Bilal (UAE) 29-28

63.5kg – Abil Galiyev (KAZ) beat Truong Cao Phat (VIE) 30-27; Nouredine Samir (UAE) beat Norapat Khundam (THA) RSC round 3.

71kg​​​​​​​ – Shaker Al Tekreeti (IRQ) beat Fawzi Baltagi (LBN) 30-27; Amine El Moatassime (UAE) beat Man Kongsib (THA) 29-28

81kg – Ilyass Hbibali (UAE) beat Alexandr Tsarikov (KAZ) 29-28; Khaled Tarraf (LBN) beat Mustafa Al Tekreeti (IRQ) 30-27

86kg​​​​​​​ – Ali Takaloo (IRI) beat Mohammed Al Qahtani (KSA) RSC round 1; Emil Umayev (KAZ) beat Ahmad Bahman (UAE) TKO round

The burning issue

The internal combustion engine is facing a watershed moment – major manufacturer Volvo is to stop producing petroleum-powered vehicles by 2021 and countries in Europe, including the UK, have vowed to ban their sale before 2040. The National takes a look at the story of one of the most successful technologies of the last 100 years and how it has impacted life in the UAE.

Part three: an affection for classic cars lives on

Read part two: how climate change drove the race for an alternative 

Read part one: how cars came to the UAE

Key figures in the life of the fort

Sheikh Dhiyab bin Isa (ruled 1761-1793) Built Qasr Al Hosn as a watchtower to guard over the only freshwater well on Abu Dhabi island.

Sheikh Shakhbut bin Dhiyab (ruled 1793-1816) Expanded the tower into a small fort and transferred his ruling place of residence from Liwa Oasis to the fort on the island.

Sheikh Tahnoon bin Shakhbut (ruled 1818-1833) Expanded Qasr Al Hosn further as Abu Dhabi grew from a small village of palm huts to a town of more than 5,000 inhabitants.

Sheikh Khalifa bin Shakhbut (ruled 1833-1845) Repaired and fortified the fort.

Sheikh Saeed bin Tahnoon (ruled 1845-1855) Turned Qasr Al Hosn into a strong two-storied structure.

Sheikh Zayed bin Khalifa (ruled 1855-1909) Expanded Qasr Al Hosn further to reflect the emirate's increasing prominence.

Sheikh Shakhbut bin Sultan (ruled 1928-1966) Renovated and enlarged Qasr Al Hosn, adding a decorative arch and two new villas.

Sheikh Zayed bin Sultan (ruled 1966-2004) Moved the royal residence to Al Manhal palace and kept his diwan at Qasr Al Hosn.

Sources: Jayanti Maitra, www.adach.ae

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Turkish Ladies

Various artists, Sony Music Turkey 

Tell-tale signs of burnout

- loss of confidence and appetite

- irritability and emotional outbursts

- sadness

- persistent physical ailments such as headaches, frequent infections and fatigue

- substance abuse, such as smoking or drinking more

- impaired judgement

- excessive and continuous worrying

- irregular sleep patterns

 

Tips to help overcome burnout

Acknowledge how you are feeling by listening to your warning signs. Set boundaries and learn to say ‘no’

Do activities that you want to do as well as things you have to do

Undertake at least 30 minutes of exercise per day. It releases an abundance of feel-good hormones

Find your form of relaxation and make time for it each day e.g. soothing music, reading or mindful meditation

Sleep and wake at the same time every day, even if your sleep pattern was disrupted. Without enough sleep condition such as stress, anxiety and depression can thrive.

Glossary of a stock market revolution

Reddit

A discussion website

Redditor

The users of Reddit

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A smartphone app for buying and selling shares

Short seller

Selling a stock today in the belief its price will fall in the future

Short squeeze

Traders forced to buy a stock they are shorting 

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SCHEDULE

Saturday, April 20: 11am to 7pm - Abu Dhabi World Jiu-Jitsu Festival and Para jiu-jitsu.

Sunday, April 21: 11am to 6pm - Abu Dhabi World Youth (female) Jiu-Jitsu Championship.

Monday, April 22: 11am to 6pm - Abu Dhabi World Youth (male) Jiu-Jitsu Championship.

Tuesday, April 23: 11am-6pm Abu Dhabi World Masters Jiu-Jitsu Championship.

Wednesday, April 24: 11am-6pm Abu Dhabi World Professional Jiu-Jitsu Championship.

Thursday, April 25: 11am-5pm Abu Dhabi World Professional Jiu-Jitsu Championship.

Friday, April 26: 3pm to 6pm Finals of the Abu Dhabi World Professional Jiu-Jitsu Championship.

Saturday, April 27: 4pm and 8pm awards ceremony.

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Abdul Jabar Qahraman was meeting supporters in his campaign office in the southern Afghan province of Helmand when a bomb hidden under a sofa exploded on Wednesday.

The blast in the provincial capital Lashkar Gah killed the Afghan election candidate and at least another three people, Interior Minister Wais Ahmad Barmak told reporters. Another three were wounded, while three suspects were detained, he said.

The Taliban – which controls much of Helmand and has vowed to disrupt the October 20 parliamentary elections – claimed responsibility for the attack.

Mr Qahraman was at least the 10th candidate killed so far during the campaign season, and the second from Lashkar Gah this month. Another candidate, Saleh Mohammad Asikzai, was among eight people killed in a suicide attack last week. Most of the slain candidates were murdered in targeted assassinations, including Avtar Singh Khalsa, the first Afghan Sikh to run for the lower house of the parliament.

The same week the Taliban warned candidates to withdraw from the elections. On Wednesday the group issued fresh warnings, calling on educational workers to stop schools from being used as polling centres.

COMPANY PROFILE

Name: Lamsa

Founder: Badr Ward

Launched: 2014

Employees: 60

Based: Abu Dhabi

Sector: EdTech

Funding to date: $15 million

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Starring: Yonas Kibreab, Zoe Saldana, Brad Garrett

Directors: Madeline Sharafian, Domee Shi, Adrian Molina

Rating: 4/5

The biog

Born: High Wycombe, England

Favourite vehicle: One with solid axels

Favourite camping spot: Anywhere I can get to.

Favourite road trip: My first trip to Kazakhstan-Kyrgyzstan. The desert they have over there is different and the language made it a bit more challenging.

Favourite spot in the UAE: Al Dhafra. It’s unique, natural, inaccessible, unspoilt.

Company Profile

Company name: NutriCal

Started: 2019

Founder: Soniya Ashar

Based: Dubai

Industry: Food Technology

Initial investment: Self-funded undisclosed amount

Future plan: Looking to raise fresh capital and expand in Saudi Arabia

Total Clients: Over 50