April 14, 2026
Dubai, UAE – Homegrown Ventures has announced the final close of its debut fund at $22.8 million, surpassing its initial target and marking a major milestone for the region’s consumer investment ecosystem.
The fund, recognized as the MENA region’s first venture capital vehicle dedicated exclusively to consumer packaged goods (CPG) and FMCG startups, closed approximately 14% oversubscribed, reflecting strong investor confidence in the sector’s long-term potential.
Structured in Delaware and anchored in Dubai, the fund is backed by a diverse group of regional and international limited partners, including family offices, corporate strategics, and industry operators. It will primarily focus on investments across the Middle East, North Africa, and South Asia, while also exploring selective global opportunities.
Rising Momentum in Consumer Investments
The successful close highlights a growing shift in investor attention toward consumer brands across MENA, a segment that has historically received less capital compared to the region’s dominant technology startup ecosystem.
Homegrown Ventures positions itself as an operator-led fund, built by founders and executives with deep expertise in brand development, distribution, and supply chain management.
General Partner Nader Amiri highlighted the changing consumer landscape, noting that a young and digitally connected population is increasingly driving demand for local, value-driven brands.
Early Portfolio and Investments
The fund has already begun deploying capital into early-stage, category-defining brands focused on health-conscious and purpose-driven products. Its current portfolio includes:
- PLAAY – a UAE-based chocolate brand
- Bambuyu – an eco-friendly tissue company
- PawPots – a pet nutrition startup operating in Lebanon and the UAE
- Gramiyaa – an India-based cold-pressed cooking oil brand
- Tarwi – a Portugal-based plant-based protein company
Operator-Led Investment Strategy
Beyond capital, Homegrown Ventures emphasizes hands-on operational support for founders. This includes guidance in commercial strategy, retail expansion, manufacturing, and talent development.
General Partner Ahmad Shamieh explained that the fund’s key advantage lies in its operator-led model, where founders gain access not only to funding but also to experienced partners who have built and scaled similar businesses.
A Shifting Landscape for MENA’s CPG Sector
The fund launch comes at a time of rapid transformation in the region’s consumer market, driven by the rise of private labels, expanding direct-to-consumer channels, and a new generation of digitally native entrepreneurs.
Homegrown Ventures believes the MENA CPG sector is entering a pivotal growth phase, similar to the early days of the region’s tech ecosystem—but with far more specialized investment support now emerging.
With Fund I, the firm will continue investing across food and beverage, health and wellness, personal care, home care, and lifestyle sectors, with a primary focus on MENA and South Asia.
