When I set up Hemaya it was a risk, but I took the initiative to set up one of the first brand protection companies in the Middle East. There was no benchmark anywhere in the world for us to follow. This was not an easy thing to do; it was like walking a tight rope, but I believe
this service is very important to society and businesses.” Mr.Al Zubeidi first became aware of the counterfeiting problem in the region when he was deputy CEO for Panasonic in Saudi Arabia. He discovered that his own brands needed protection and created an in-house department to find solutions. The results were spectacular and very surprising.