Other BriefingsUAE Starts 2024 Ramadan on March 11: Suggestions for the Business Community
We offer key cultural tips and discuss how businesses in the UAE can plan their enterprise operations during the holy month of Ramadan.
By Qian Zhou and Melissa Cyrill
United Arab Emirates (UAE)’s Moon-Sighting Committee announced that the 2024 Ramadan will commence on Monday, March 11 in the country. It will span 30 days and conclude on Tuesday, April 9.
Ramadan is the ninth month of the Islamic calendar, which is the month of piety, charity, and blessings. During this month, capable Muslims are required to fast from dawn to dusk.
Public and private sector workers in UAE will work on reduced working hours during this holy month.
According to a circular from the Federal Authority for Government Human Resources, the working hours for federal government employees during Ramadan will be:
- 9:00 AM – 2:30 PM, Monday to Thursday; and
- 9:00 AM – 12:00 PM, Friday.
For private sector enterprises, the Ministry of Human Resources and Emiratization announced that employees can work two hours less than usual during Ramadan.
How should UAE businesses get prepared for Ramadan?
For businesses operating in the UAE, Ramadan presents a dual landscape. On the one hand, the altered working hours and cultural sensitivities could be challenging for foreign firms who are new to the market. Yet, on the other hand, it offers opportunities, especially for those who can adapt to the shifting consumer needs during the period.
Below are some tips for the business community:
- Reduced working hours: Businesses are advised to adjust their working hour requirements to be in line with the government guidelines. In the private sector, businesses need to reduce employee’s working hours by two hours per day, regardless of their religion. Remote working arrangements could be a good option for those who do not rely on face-to-face communication or direct client engagement in their daily work.
- Adapt to consumer behavior: Understanding and adapting your business to the routines of this month will put your company in a good position in the market. Among others, the daytime shopping will slow down during this period and evening hours will be busy. Food delivery demand will surge and the evening meal will become more important. Enterprises should adjust their business hours accordingly.
- Be culturally sensitive: Demonstrating cultural sensitivity is even more important during this time. Businesses should respect local customs and traditions and be patient and understanding in business interactions. This is important both for compliance with government rules but also for the company brand and reputation.
Staff management tips and cultural considerations
Here are some considerations for businesses during the Ramadan period:
- Schedule morning meetings: Conduct meetings earlier in the day to accommodate fasting schedules.
- Avoid eating or drinking in public: Refrain from lunch or coffee meetings and decline offers of food or drink in front of fasting colleagues or clients.
- Provide separate eating spaces: Offer non-fasting colleagues a separate area to eat to avoid tempting those observing Ramadan.
- Dress modestly and behave respectfully: Dress modestly, avoid loud behavior, and wait for Muslim colleagues to initiate handshakes.
- Extend Ramadan greetings: Wish “Ramadan Mubarak” to Muslim colleagues and clients.
- Attend iftars and suhoors: Accept invitations to iftar or suhoor meals as a sign of respect and trust-building.
- Giving back to the community: The holy month of Ramadan is a time when Muslims give back to the community, organizing food drives and helping those in need, for example. Companies in the UAE can drive community engagement initiatives, such as providing food and drink to workers who are breaking fast, making donations of fresh fruit and drinks, and distribution of packaged meals through community depots or fridges.
Eid al-Fitr marks the end of Ramadan with festive celebrations lasting several days. Businesses should be aware that activities may be on hold during Eid al-Fitr and should focus on research, development, planning, and employee growth during this time.
Business opportunities and entrepreneurship scope
UAE entrepreneurs can explore diverse business activities during Ramadan in the UAE, ranging from food services to e-commerce and digital marketing. With innovation and creativity, businesses can thrive during this period’s unique pattern of economic activity.
- Online Ramadan marketplaces: Establish online platforms focusing on Ramadan-related products like dates, sweets, and prayer mats. Offer delivery services and collaborate with local businesses to expand product variety.
- Ramadan-themed events: Organize iftar gatherings and cultural events celebrating Ramadan traditions, fostering community engagement.
- Virtual wellness programs: Develop virtual wellness programs tailored for Ramadan, including yoga, meditation classes, and nutrition advice to support physical and mental well-being during fasting.
- Ramadan digital advertising: Create specialized digital advertising campaigns targeting consumers during Ramadan, utilizing social media, email marketing, and sponsored content.
- F&B sector: Cater to the high demand for iftar and suhoor meals by starting a food and beverage venture, offering restaurant services and delivery options.
