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Redefining the Future of Retail:
Manassah 2.0

Make an Impact Where It Matters

Become the changing face of retail in the Middle East. Lead your industry and forge your own path, whether it’s in the innovative concept you have or the technology you’re building.

The Manassah incubator by Aldar in partnership with startAD accelerates the region’s most ambitious retail entrepreneurs to turn homegrown concepts into viable businesses & overcome scalability challenges.

Apply Now

Manassah in 60 Seconds

Retail innovation is an idea whose time has come.
Zip through the highlights to see what has been accomplished.


Spotlight On


Retail SMEs

You’re entrepreneurial, fresh, and changing what it means to be a retail business. You’re building a shopping experience unlike any other. You’re ready for Manassah 2.0.


Retail Tech

Disruption is second nature to you. You’ve proven your technology works and are transforming the future of retail in Abu Dhabi. You’re ready for Manassah 2.0.

Why Apply?

AED 1 Million

Get Equity-Free financial incentives worth up to AED 1 Million from Aldar.

Aldar Retail Spaces

Win a space in Aldar's flagship properties.

World-Class Training & Mentorship

Accelerate your business with expert guidance via startAD at NYU Abu Dhabi.

De-risked Pilot with Aldar

Pilot your retail technology with Aldar businesses.

24/7 Access to Cloud Spaces

Win free rental for 1 year (1 person) at Aldar’s pioneering Flexible Workspace Solutions.

Upskill with Brinc

Scale via mentorship & upskilling designed for retail tech, provided by global accelerator Brinc.

startAD Community Benefits

Become part of the startAD community & get alumni benefits from Amazon Web Services, IBM Cloud Credits, and HubSpot.

You Should Apply If...

Who should apply


  • You have a unique and exciting retail business idea.
  • You are eager to launch your business or take your existing business to the next level.
  • You are either already in the UAE or are eager to expand to it
  • You have a dedicated founder / team.

Explore Retail in the UAE because it’s…

  • Product that has been piloted with corporates similar to Aldar
  • Healthy financial projections or have already raised funding
  • Team big enough to dedicate resources to the program
  • Presence in the UAE or interest in growing in the region
  • Accelerate your retail journey



    This is where it all starts! Remember to fill out and submit the application before the deadline!
    Ending May 22nd



    If shortlisted, you’ll be invited for a virtual interview. This is your chance to show us why your brand and Manassah are made for each other!


    Your Manassah journey begins. Refine, and validate your business model, financials, brand story, and pitch.
    May 30 – June 10

    Demo Day

    Pitch your brand to win a place in the Manassah Incubator. Only 5 winners will progress to the Manassah Incubator.
    June 10th


    Customized training, mentoring, and coaching to de-risk your retail SME growth and strengthen your pilot proposal as a retail Tech venture.
    June 20th-August 30

    Experience Event

    Present your product in the exciting finale to the Aldar leadership.
    July 2021


    3 startups stand to win incentives worth AED 1 Million and launch at a prime Aldar location. Tech startups stand to secure pilots with Aldar.

    Our Partners

    Vision Come True: Manassah 1.0

    After successfully graduating from the Manassah Incubator in 2021, 3 startups secured equity-free investments worth up to AED 1 Million. You can visit them at Aldar's Mamsha Al Saadiyat, a prime location adjacent to the Louvre Abu Dhabi and the pristine Saadiyat Island beachfront.

    Manassah 1.0: a Journey

    From over 150 applicants, 5 startups proved their mettle. 2 of them advanced into discussions with Aldar Leasing. 3 of them secured equity-free investments worth up to AED 1 Million.

    With a turnover rent deal, they launched at Aldar's Mamsha Al Saadiyat building - located next to the Louvre Abu Dhabi & the pristine Saadiyat Island beachfront.

    These are their stories.

    Straight from the Startups


    Alumni Stories

    Coffee Architecture

    Founded by the first female Emirati certified Q grader, Coffee Architecture won an equity-free investment, fit-out contribution, and location space - while sharing a love of minimalism, art, and gourmet coffee along the way.


    Alkalime’s menu tastes as good as it looks and it looks as good as it feels. Proving eco-friendly wholesome eating is an idea whose time has come, it won an equity-free investment, fit-out contribution, and location space.

    Wake n’ Bake

    Wake ‘n’ Bake started life as a digital-only gourmet bakeshop that lovingly handcrafted delicious goodies from natural and unprocessed ingredients. It won an equity-free investment, fit-out contribution, and location space.

    Mr Draper

    Merging haute couture & high tech, Mr Draper is a shopping experience unlike any. Its idea to easily curate personalized outfits using a proprietary algorithm and in-house stylists saw it engage with Aldar Leasing.


    Pioneering innovation in special education, Maharat offers specialized programs for children with unique needs & developmental support. Its mission to shape a better future saw Maharat engage with Aldar Leasing.

    Contact Us

    For any enquiries, please email us.