How 80,000 items worth Dh14 million benefitted 4,000 Emirati families this Ramadan
During this Ramadan, several beneficiaries were given a unique opportunity — they could walk through designated stations with their sustainable tote bags in hand, carefully selecting clothes, accessories, books, and household items that suit their families' needs. This is what sets the Gift It Forward initiative apart from others of its kind. It is a philanthropic initiative led by Dubai Holding in partnership with the Community Development Authority (CDA) that transformed how corporate surplus reaches those who need it most."It's a dignified way of supporting communities," Tala Khlat, Director at Dubai Holding, told Khaleej Times in an interview. "Beneficiaries come, they pick their own items based on their family needs. It gives them the power of choice, which is very meaningful to us."Stay up to date with the latest news. Follow KT on WhatsApp Channels.The initiative began in 2024 with a simple observation — businesses across the UAE had huge amounts of brand-new, unsold inventory. Stored in warehouses, these items drove operational costs and often ended up in landfill."We wanted to solve a very common problem — how to manage surplus inventory," Khlat explained. "We started with ourselves at Dubai Holding, then pitched the idea to retail, hospitality, and real estate partners. They believed in this mission with us."Today, Gift It Forward counts more than 55 partners from the public and private sectors, including Brands4Less, Max, and Algor Group. Together, they set an ambitious target this Ramadan: distribute half a million items to 20,000 low-income beneficiaries across 27 marketplace events in Dubai, Ajman, Sharjah, and Ras Al Khaimah.The marketplace modelUnlike traditional Ramadan donations that arrive in pre-packed boxes, Gift It Forward beneficiaries walk through market-style stations selecting exactly what they need- from children's clothing to electronics, home decor to personal care items."It's the first time many of them can actually select what they want rather than receiving items that might not be beneficial," Khlat said. "Some receive more than 25 items. They even have the power to gift forward to their families and friends during Ramadan."The CDA plays a crucial role in identifying eligible families, working through community outreach partners including Beit Al Khair and Dar Al Ber. This year, beneficiaries include blue-collar workers, people of determination, orphans, students, taxi drivers, and Emirati families.The third season, which ran for six days in February at Al Twar Hall, benefited 4,000 Emirati families and distributed more than 80,000 products worth Dh14 million, according to CDA figures. In addition, Dh200,000 in shopping vouchers were distributed to further support families preparing for Eid.The initiative also featured 20 home-based entrepreneurs contributing more than 13,000 products, integrating small businesses into the social ecosystem. Over 1300 volunteers from government entities, private companies, and universities, helped sort goods and guide beneficiaries through the process."It takes a village," Khlat reflected. "We discovered we cannot do it alone. We need partners who believe in this mission, volunteers who give time, and a mindset change in businesses looking to reduce environmental impact while believing in social impact."Lessons learnedKhlat explained how the initiative has grown. Year one saw pre-packed donation bags. Year two shifted to marketplaces after organisers listened to beneficiaries. Year three refined the model further."The biggest lesson is the dignity in giving," Khlat said. "Putting the beneficiary at the centre of how we design, evaluate, and think about the programme is core to what we do. Every year we change and improve because we listen."Though Ramadan remains the flagship activation period, donations are now collected year-round, positioning Gift It Forward as an ongoing initiative rather than a seasonal campaign.Shaikha Al-Jarman, Executive Director of Social Development Sector at CDA, emphasised the institutional shift: "We are moving beyond traditional support models towards a comprehensive ecosystem built on empowerment, efficiency, and sustainability."For Khlat and her team, the half-million item target represents more than a number — it symbolises what happens when businesses, government, and community come together.6 Emirati families prepare 13,000 iftar meals at Dubai's Al Ghafar Mosque in MuhaisnahLook: Over 500 meals daily; inside Sharjah's community-led Ramadan iftarMeet non-Muslim brothers on mission to provide 30,000 iftar meals to labourers in Dubai
During this Ramadan, several beneficiaries were given a unique opportunity — they could walk through designated stations with their sustainable tote bags in hand, carefully selecting clothes, accessories, books, and household items that suit their families' needs.
This is what sets the Gift It Forward initiative apart from others of its kind. It is a philanthropic initiative led by Dubai Holding in partnership with the Community Development Authority (CDA) that transformed how corporate surplus reaches those who need it most.
"It's a dignified way of supporting communities," Tala Khlat, Director at Dubai Holding, told Khaleej Times in an interview. "Beneficiaries come, they pick their own items based on their family needs. It gives them the power of choice, which is very meaningful to us."
Stay up to date with the latest news. Follow KT on WhatsApp Channels.
The initiative began in 2024 with a simple observation — businesses across the UAE had huge amounts of brand-new, unsold inventory. Stored in warehouses, these items drove operational costs and often ended up in landfill.
"We wanted to solve a very common problem — how to manage surplus inventory," Khlat explained. "We started with ourselves at Dubai Holding, then pitched the idea to retail, hospitality, and real estate partners. They believed in this mission with us."
Today, Gift It Forward counts more than 55 partners from the public and private sectors, including Brands4Less, Max, and Algor Group. Together, they set an ambitious target this Ramadan: distribute half a million items to 20,000 low-income beneficiaries across 27 marketplace events in Dubai, Ajman, Sharjah, and Ras Al Khaimah.
The marketplace model
Unlike traditional Ramadan donations that arrive in pre-packed boxes, Gift It Forward beneficiaries walk through market-style stations selecting exactly what they need- from children's clothing to electronics, home decor to personal care items.
"It's the first time many of them can actually select what they want rather than receiving items that might not be beneficial," Khlat said. "Some receive more than 25 items. They even have the power to gift forward to their families and friends during Ramadan."
The CDA plays a crucial role in identifying eligible families, working through community outreach partners including Beit Al Khair and Dar Al Ber. This year, beneficiaries include blue-collar workers, people of determination, orphans, students, taxi drivers, and Emirati families.
The third season, which ran for six days in February at Al Twar Hall, benefited 4,000 Emirati families and distributed more than 80,000 products worth Dh14 million, according to CDA figures. In addition, Dh200,000 in shopping vouchers were distributed to further support families preparing for Eid.
The initiative also featured 20 home-based entrepreneurs contributing more than 13,000 products, integrating small businesses into the social ecosystem. Over 1300 volunteers from government entities, private companies, and universities, helped sort goods and guide beneficiaries through the process.
"It takes a village," Khlat reflected. "We discovered we cannot do it alone. We need partners who believe in this mission, volunteers who give time, and a mindset change in businesses looking to reduce environmental impact while believing in social impact."
Lessons learned
Khlat explained how the initiative has grown. Year one saw pre-packed donation bags. Year two shifted to marketplaces after organisers listened to beneficiaries. Year three refined the model further.
"The biggest lesson is the dignity in giving," Khlat said. "Putting the beneficiary at the centre of how we design, evaluate, and think about the programme is core to what we do. Every year we change and improve because we listen."
Though Ramadan remains the flagship activation period, donations are now collected year-round, positioning Gift It Forward as an ongoing initiative rather than a seasonal campaign.
Shaikha Al-Jarman, Executive Director of Social Development Sector at CDA, emphasised the institutional shift: "We are moving beyond traditional support models towards a comprehensive ecosystem built on empowerment, efficiency, and sustainability."
For Khlat and her team, the half-million item target represents more than a number — it symbolises what happens when businesses, government, and community come together.
What's Your Reaction?
