Dubai: A sustainable farming initiative by a group of Malayali entrepreneurs drew widespread attention at the recently concluded Vertical Farming Expo held at Dubai Festival City. The event, which showcased innovative vertical agriculture techniques from around the world, saw the participation of hundreds of startups and enterprises.The spotlight was on Masr Care, a UAE-based venture that integrates artificial intelligence with sustainable agricultural practices. The company presented an eco-friendly and technologically advanced vertical farming model that is both profitable and environmentally conscious.Speaking to the media, CEO Sharath Shankar, Director Jameel Mohammed, Project Head N.A. Shanil, and Project Coordinator P. Muralidhar highlighted that the initiative primarily targets residential communities, student housing, and family empowerment through sustainable food production. The company also provides various training programs and student-focused projects to promote agricultural education and awareness.
Masr Care offers end-to-end support from production to distribution and guarantees up to five years (60 months) of continuous servicing. Their programs aim to encourage agricultural entrepreneurship while promoting a healthy lifestyle. One of the key features of the venture is its Cultivation and Harvesting model for businesses and institutions, which promises return on investment within 12–14 months.
Currently operational in industrial, commercial, and residential sectors, the company plans to expand into education, energy, tourism, and broader agricultural markets in the future. Masr Care is headquartered in the International Free Zone, UAE, with branches in Abu Dhabi and Ras Al Khaimah. The company has also established a growing presence across European countries.
In addition to large-scale production, the industrial arm of Masr Care focuses on innovative supply chain management, food packaging training, logistics, and offers promising profit margins.The sixth edition of the Vertical Farming Expo, which began on Wednesday, concluded on Thursday at Dubai Festival City, bringing together vertical farming innovators from across the globe.
