Sandeep Sethi, Managing Director & Partner, Interactive Printer Solutions FZCO, UAE

Sandeep Sethi is the Managing Director & Partner of Interactive Printer Solutions which is one of the biggest print & security consumables manufacturing organization in the Middle East & Africa region. Over the past 22 years, he has worked strategically in this region to gain a foothold and create geographic expansion for various organizations. He understands the dynamics of this region very well both politically & culturally and leads a multidisciplinary team of professionals regionally to expand the presence of various businesses. He has spent the first decade of his career managing channel partners across the region and also globally to penetrate into several emerging and growing markets.


Doing business in the Middle East region can be both challenging and rewarding. There are several factors to consider when entering this market, including:

Culture and Customs: Middle Eastern culture is unique and should be respected. Business etiquette and customs may vary by country, and it is important to be aware of cultural differences to avoid causing offense or misunderstanding.

Language: Arabic is the official language in many Middle Eastern countries. It is important to have good communication with local partners, clients, and customers. Employing a bilingual or multilingual team can be an advantage in building relationships and negotiating deals.

Legal and Regulatory Framework: Each country in the Middle East has its own legal and regulatory framework. It is important to understand the local laws and regulations, as well as any cultural, political, and social factors that may affect your business operations.

Market Opportunities: The Middle East region offers a range of business opportunities in various sectors. Conducting market research and identifying potential markets and products can help you determine the viability of your business in the region.

Political Stability: Political instability can pose a risk to doing business in the Middle East. It is important to monitor the political climate in the region and take measures to mitigate any potential risks.

Currency and Exchange Rates: Currency exchange rates can fluctuate and affect the profitability of your business. It is important to have a good understanding of the local currency and exchange rates to make informed business decisions.

Human Resources: Recruiting and retaining a skilled workforce is essential for success in the Middle East. Understanding local labor laws and regulations and providing competitive compensation and benefits can help attract and retain the best talent.

The Middle East region offers several opportunities for businesses and investors in various industries. Some of the key sectors include:

Oil and gas: The Middle East is home to some of the largest oil-producing countries in the world, making the oil and gas sector a major contributor to the region’s economy.

Renewable energy: The region has made significant investments in renewable energy, such as solar and wind power, to reduce its dependence on fossil fuels. This has opened opportunities for companies specializing in renewable energy technology.

Tourism: The Middle East is home to several tourist destinations, including ancient cities, historical sites, and modern attractions. This has created opportunities for tourism-related businesses, such as hotels, travel agencies, and tour operators.

Real estate: The region’s growing population and increasing urbanization have created a demand for new housing and commercial properties, providing opportunities for real estate developers and investors.

Technology: The Middle East is investing heavily in technology, including AI, cloud computing, and cybersecurity. This has opened up opportunities for technology companies to provide solutions and services to the region’s rapidly growing technology market.

Overall, the Middle East region presents a range of opportunities for businesses and investors looking to tap into its rapidly growing economies.

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