Saudi Arabia’s retail and consumer sectors are entering a new era of expansion, innovation, and opportunity, according to Bobby Rajendran, CEO of Tamimi Markets, who says Vision 2030 is accelerating growth across industries while reshaping consumer behavior and lifestyle expectations throughout the Kingdom.
In this exclusive interview, Rajendran explains how rising incomes, tourism growth, sustainability initiatives, and evolving workforce dynamics are positioning Saudi Arabia as one of the world’s most exciting retail markets.
“Vision 2030 is going to transform Saudi Arabia and with that we expect more industries to come in. With more industries coming in, we expect more people to come in,” he says.
For Rajendran, the Kingdom’s transformation extends far beyond infrastructure and mega projects — it is fundamentally changing the way people live, shop, and consume.
A Growing Economy Driving Consumer Demand
As Saudi Arabia diversifies its economy and attracts international investment, Rajendran expects the benefits to ripple across society and into the broader consumer market.
“As the economy grows, we expect to see a trickle down of people in Saudi Arabia. Expats and nationals will see their income levels go up. It’s a natural transition” Bobby Rajendran, CEO of Tamimi Markets
This economic growth, he explains, is already fueling rapid expansion across the retail and hospitality sectors.
“The complete retail sector will grow. Food and beverage will grow. All shopping will grow, malls will grow. Everything will grow,” he says. “We are beginning to see that already.”
Saudi Arabia Emerges as a Tourism Destination
One of the most surprising developments for Rajendran has been the rise of tourism in Saudi Arabia — and the growing global curiosity surrounding the Kingdom’s retail experience.
“It’s really fascinating. We get tourists from Europe coming in and filming in our stores because it is truly an experience,” he says.
As Saudi Arabia continues opening itself to international visitors, retail spaces are increasingly becoming part of the broader tourism ecosystem, offering visitors a glimpse into the country’s rapidly modernizing lifestyle and consumer culture.
Women Driving Leadership and Workforce Change
Rajendran also points to the increasing role of women in Saudi Arabia’s workforce and leadership landscape as one of the Kingdom’s most important transformations.
“In time, we will have senior leadership in every company in Saudi Arabia with women at the helm,” he says.
At Tamimi Markets itself, women already represent a significant portion of the workforce.
“More than 30% of our workforce, at least in this office, is women,” he explains.
For Rajendran, empowering employees and building strong internal culture has become essential to sustaining long-term business growth.
“We put the right people to drive the bus and we let them drive it,” he says. “It’s not me. It’s the people we have working at Tamimi Markets. We empower them and we let them do the job.”
Sustainability and Food Security
Sustainability is another major focus area for Tamimi Markets as the company expands its sourcing capabilities and explores new agricultural technologies.
Rajendran says the company has strengthened relationships with international suppliers while prioritizing sustainable production methods.
“We have made inroads and gone as far as South America. We have gone to Colombia and France, and we only import products that are sustainably grown in those countries,” he explains.
At the same time, Tamimi Markets is increasingly investing in local agricultural partnerships across Saudi Arabia.
“There are certain regions in the country that have the proper environment for growth and we are working directly with farmers there to ensure that they sustainably produce products that we can sell in our stores,” he says.
Vertical Farming and Agricultural Innovation
Looking ahead, Rajendran believes technology-driven agriculture will play a critical role in strengthening food security and sustainability within the Kingdom.
“We have a Proof of Concept going on right now. We are into vertical farming,” he says.
Saudi Arabia’s broader investment into advanced agricultural systems, he adds, is positioning the Kingdom as a leader in food innovation.
“Saudi Arabia is investing in probably one of the world’s biggest vertical farms,” he explains.
These initiatives are particularly significant in a region where climate conditions make traditional agriculture more challenging, increasing the importance of controlled-environment farming and resource efficiency.
Trust, Cleanliness and Consumer Confidence
Rajendran notes that consumer trust became especially important during the COVID-19 pandemic, when health standards and operational discipline directly influenced customer behavior.
“During the pandemic I suspect the consuming public recognized the fact that we are probably the cleanest store in this environment and they flocked to us,” he says.
For Tamimi Markets, maintaining high standards of safety, quality, and customer experience remains central to its long-term growth strategy.
Expansion Across the GCC
While Saudi Arabia remains the company’s primary focus, Rajendran says Tamimi Markets is also looking beyond the Kingdom as the Gulf region continues to grow.
“We would like to expand beyond Bahrain and Saudi Arabia,” he says. “The GCC is one of the fastest-growing regions in the world and we want to be part of it.”
He believes the region’s youthful demographics, rising consumer spending, and economic diversification strategies create strong long-term opportunities for retail expansion.
Serving Families Across the Region
At its core, Rajendran says Tamimi Markets’ mission remains centered on service, trust, and community.
“And we are here to serve the families of Saudi Arabians, families of the region with clean, safe, healthy food, and to serve it with a smile,” he says.
For international investors and companies considering Saudi Arabia, his message is equally welcoming.
“Come here and see what we can do for you and what you can do for us, and together we will succeed,” he says. “Saudi Arabia welcomes you. Please come.”
For Rajendran, Saudi Arabia’s retail transformation is not simply about commercial growth — it reflects a broader societal evolution driven by opportunity, openness, and long-term ambition.
“Saudi Arabia is becoming one of the world’s most dynamic consumer and retail markets, powered by growth, innovation, and a rapidly evolving society.”
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