NutriCal founder Soniya Ashar said the start-up is right now focusing on growing the business instead of making a profit. Antonie Robertson/The National
NutriCal founder Soniya Ashar said the start-up is right now focusing on growing the business instead of making a profit. Antonie Robertson/The National
NutriCal founder Soniya Ashar said the start-up is right now focusing on growing the business instead of making a profit. Antonie Robertson/The National
NutriCal founder Soniya Ashar said the start-up is right now focusing on growing the business instead of making a profit. Antonie Robertson/The National

Generation Start-up: Dubai’s NutriCal makes restaurants count calories


Alkesh Sharma
  • English
  • Arabic

Company Profile

Company name: NutriCal

Started: 2019

Founder: Soniya Ashar

Based: Dubai

Industry: Food Technology

Initial investment: Self-funded undisclosed amount

Future plan: Looking to raise fresh capital and expand in Saudi Arabia

Total Clients: Over 50

Sometimes the daily grind of surviving the drive back home can be rewarding and can result in a bright idea that leads to a new business.

For Indian entrepreneur Soniya Ashar, 29, the founder of NutriCal, which claims to be the UAE’s first food data intelligence company, this is certainly true. Ms Ashar listened to podcasts about successful entrepreneurs each day while on her way back home from her job in California.

Inspired by these success stories, she gave in to the temptation, quit her lucrative job at Avery Dennison’s business development and marketing department for America and Europe and flew back to Dubai, where she grew up, to strike out on her own.

"Despite so many positives at the workplace, there was a fire inside me to achieve more. I listened to the podcast How I Built This for nearly 45 minutes every day," she says.

"It gradually fanned that fire and motivated me to pack my bags and head back to Dubai and jump into the world of entrepreneurship.”

NutriCal – which is currently working with more than 50 restaurants, cafes, cloud kitchens, food brands and delivery companies in the UAE – helps its partners to calculate calories and nutrients in raw and cooked food.

Food outlets can publish NutriCal data on their menus to help their customers make informed decisions about their food intake.

“We provide nutritional fact labels as per the FDA [Food and Drugs Administration] guidelines in English and Arabic. Companies can also use NutriCal to create new products, conduct recipe costing and design relevant social media,” says Ms Ashar.

“We cater to the growing demand of healthy eating and immunity bolstering with the calorie count meter that helps customers to make a calculated decision.”

A healthier and more sustainable future is a central part of the UAE’s National Agenda for 2021. Dubai Municipality has unveiled several measures to encourage healthy eating habits in the emirate and is encouraging restaurants to display the calorie content of dishes – something that will become mandatory in a year's time.

These steps are meant to encourage restaurants to provide more nutritious options and give consumers the ability to choose food that suits their health status.

NutriCal’s system uses data compiled by the US Department of Agriculture and other international, as well as local databases on more than 25,000 ingredients. It uses its own algorithms to compute the results.

“Anything going into our system is first verified by our team of nutritionists and engineers to ensure the best results,” says Ms Ashar.

After completing her high school education in Dubai, Ms Ashar obtained a bachelor’s degree in business management from Manchester Business College in the UK.

She then joined the family business in Dubai for a few years before moving to the US to study for a master's degree in business administration at Boston’s Babson College.

“Good health and nutritious food have always been my passion ... I love eating and trying out new things in life. So, I started researching more about the food technology industry after moving back to Dubai [from the US] in February last year,” says Ms Ashar.

“I went through a bunch of business ideas, [made presentations] to business advisers in my network and after a lot of back and forth, I finally started NutriCal.”

The global food technology market is booming and is expected to reach $250.43 billion (Dh919bn) in next two years, based on a compound annual growth rate of 5.8 per cent between 2016 and 2022, according to US market intelligence and advisory company BIS Research.

A 2019 study by the University of Cambridge showed that restaurants that provide calorie information on their menus serve healthier food. Researchers examined 100 UK menus and found that restaurants that listed the nutritional details of their dishes offered food with 45 per cent less fat and 60 per cent less salt on average, compared with other restaurants.

NutriCal, which began operations with just three people in December 2019, has now expanded its workforce to 10 and is looking to hire more employees.

“We are looking for tech enthusiasts, data scientists, nutritionists and business development executives. We require more people on board soon to manage the growing demand in the market,” says Ms Ashar.

The start-up is currently focused on business growth instead of making a profit.

“We are at a stage where we have to invest our revenue back into the business. Our focus is more on developing the technology further and attracting increased traction on our platform,” says Ms Ashar.

“As a company, we are not concerned about profitability at this moment. We [have] a long-haul vision for NutriCal and we believe profit will start pouring in on its own if we are the best in the market. It will be the by-product of our hard work.”

Ms Ashar says Saudi Arabia is the “obvious choice” as the next big market the company wants to explore.

NutriCal plans to expand to the kingdom in the next few months and then to Azerbaijan, Lebanon and other GCC countries.

“For the time being, we want to focus only on the Middle East region as food businesses here are quite health conscious and we share the same philosophy,” says Ms Ashar.

“Ours is a tech product and we can deal with our partners while sitting in any corner of the world. So, borders are no limitations for us.”

Ms Ashar says she currently funds NutriCal but is looking for new investment and exercising caution in the selection of the right partners.

“We are self-sustaining but need fresh capital to expand in new markets and add more staff," she says.

"But we will not join hands with outside parties only for money ... we are looking for strategic partners who actually understand our vision and contribute to the growth.”

Q&A: Soniya Ashar, founder of NutriCal

Ms Ashar started NutriCal in December last year with only three people. Antonie Robertson/The National
Ms Ashar started NutriCal in December last year with only three people. Antonie Robertson/The National

Who is your role model?

There are many … but my father Umesh Ashar is the closest to my heart. Even at the age of 60, he oozes a lot of positive energy and is excited about every new business idea. He has the ability to find opportunities even in adverse conditions. I am really lucky to have him as a mentor and guide.

If you could change one thing in your entrepreneurial journey, what would it be?

There is nothing specific that I want to change. But, I have a sense of urgency all the time. I am very result-oriented and focused on achieving best outcomes. Therefore, I keep on reminding myself to be patient. After all, life is a marathon not a sprint.

Are you a born entrepreneur?

Yes, it is in my genes. I have seen my father come to Dubai with nothing and set up a successful venture in the fields of construction and oil and gas. I have seen him working hard and his traits have been passed down to me. But I wanted to gain some experience before starting my own venture that is why I completed my education and worked for about four years in a highly competitive environment in the US.

Did Covid-19 affect your business?

There were few initial hiccups as we saw many businesses shutting down or cutting costs. However, by the end of May, things returned to a state of normality for us and we saw good growth in business in the last couple of months. Many businesses are opting for our services because they want to be different in the industry.

Where do you see yourself after 10 years?

We will be a more diversified business, catering to the clients across the globe. Technology will be our strength and we will be using it to add an element of comfort and sustainability to the lives of businesses as well as consumers.

Why did you choose Dubai over the US to start your business?

Dubai has always been very liberal and growth-oriented. Its leadership is supportive and exemplary. Moreover, the food and beverage market is very dynamic here and one of the main drivers of the economy. So we see a huge room for growth.

What type of entrepreneur are you?

I am a team player and have an eye for detail. As an entrepreneur, I want everything perfect or in the best possible order. My philosophy is to do your level best without being concerned about the results.

Specs
Engine: Electric motor generating 54.2kWh (Cooper SE and Aceman SE), 64.6kW (Countryman All4 SE)
Power: 218hp (Cooper and Aceman), 313hp (Countryman)
Torque: 330Nm (Cooper and Aceman), 494Nm (Countryman)
On sale: Now
Price: From Dh158,000 (Cooper), Dh168,000 (Aceman), Dh190,000 (Countryman)
Game Changer

Director: Shankar 

Stars: Ram Charan, Kiara Advani, Anjali, S J Suryah, Jayaram

Rating: 2/5

The Facility’s Versatility

Between the start of the 2020 IPL on September 20, and the end of the Pakistan Super League this coming Thursday, the Zayed Cricket Stadium has had an unprecedented amount of traffic.
Never before has a ground in this country – or perhaps anywhere in the world – had such a volume of major-match cricket.
And yet scoring has remained high, and Abu Dhabi has seen some classic encounters in every format of the game.
 
October 18, IPL, Kolkata Knight Riders tied with Sunrisers Hyderabad
The two playoff-chasing sides put on 163 apiece, before Kolkata went on to win the Super Over
 
January 8, ODI, UAE beat Ireland by six wickets
A century by CP Rizwan underpinned one of UAE’s greatest ever wins, as they chased 270 to win with an over to spare
 
February 6, T10, Northern Warriors beat Delhi Bulls by eight wickets
The final of the T10 was chiefly memorable for a ferocious over of fast bowling from Fidel Edwards to Nicholas Pooran
 
March 14, Test, Afghanistan beat Zimbabwe by six wickets
Eleven wickets for Rashid Khan, 1,305 runs scored in five days, and a last session finish
 
June 17, PSL, Islamabad United beat Peshawar Zalmi by 15 runs
Usman Khawaja scored a hundred as Islamabad posted the highest score ever by a Pakistan team in T20 cricket

McIlroy's struggles in 2016/17

European Tour: 6 events, 16 rounds, 5 cuts, 0 wins, 3 top-10s, 4 top-25s, 72,5567 points, ranked 16th

PGA Tour: 8 events, 26 rounds, 6 cuts, 0 wins, 4 top-10s, 5 top-25s, 526 points, ranked 71st

Dengue%20fever%20symptoms
%3Cul%3E%0A%3Cli%3EHigh%20fever%3C%2Fli%3E%0A%3Cli%3EIntense%20pain%20behind%20your%20eyes%3C%2Fli%3E%0A%3Cli%3ESevere%20headache%3C%2Fli%3E%0A%3Cli%3EMuscle%20and%20joint%20pains%3C%2Fli%3E%0A%3Cli%3ENausea%3C%2Fli%3E%0A%3Cli%3EVomiting%3C%2Fli%3E%0A%3Cli%3ESwollen%20glands%3C%2Fli%3E%0A%3Cli%3ERash%3C%2Fli%3E%0A%3C%2Ful%3E%0A%3Cp%3EIf%20symptoms%20occur%2C%20they%20usually%20last%20for%20two-seven%20days%3C%2Fp%3E%0A
Tearful appearance

Chancellor Rachel Reeves set markets on edge as she appeared visibly distraught in parliament on Wednesday. 

Legislative setbacks for the government have blown a new hole in the budgetary calculations at a time when the deficit is stubbornly large and the economy is struggling to grow. 

She appeared with Keir Starmer on Thursday and the pair embraced, but he had failed to give her his backing as she cried a day earlier.

A spokesman said her upset demeanour was due to a personal matter.

UAE currency: the story behind the money in your pockets
Key findings
  • Over a period of seven years, a team of scientists analysed dietary data from 50,000 North American adults.
  • Eating one or two meals a day was associated with a relative decrease in BMI, compared with three meals. Snacks count as a meal. Likewise, participants who ate more than three meals a day experienced an increase in BMI: the more meals a day, the greater the increase. 
  • People who ate breakfast experienced a relative decrease in their BMI compared with “breakfast-skippers”. 
  • Those who turned the eating day on its head to make breakfast the biggest meal of the day, did even better. 
  • But scrapping dinner altogether gave the best results. The study found that the BMI of subjects who had a long overnight fast (of 18 hours or more) decreased when compared even with those who had a medium overnight fast, of between 12 and 17 hours.
ALRAWABI%20SCHOOL%20FOR%20GIRLS
%3Cp%3ECreator%3A%20Tima%20Shomali%3C%2Fp%3E%0A%3Cp%3EStarring%3A%C2%A0Tara%20Abboud%2C%C2%A0Kira%20Yaghnam%2C%20Tara%20Atalla%3C%2Fp%3E%0A%3Cp%3ERating%3A%204%2F5%3C%2Fp%3E%0A
Results

2pm: Serve U – Maiden (TB) Dh60,000 (Dirt) 1,400m; Winner: Violent Justice, Pat Dobbs (jockey), Doug Watson (trainer)

2.30pm: Al Shafar Investment – Conditions (TB) Dh100,000 (D) 1,400m; Winner: Desert Wisdom, Bernardo Pinheiro, Ahmed Al Shemaili

3pm: Commercial Bank of Dubai – Handicap (TB) Dh68,000 (D) 1,200m; Winner: Fawaareq, Sam Hitchcott, Doug Watson

3.30pm: Shadwell – Rated Conditions (TB) Dh100,000 (D) 1,600m; Winner: Down On Da Bayou, Xavier Ziani, Salem bin Ghadayer

4pm: Dubai Real Estate Centre – Maiden (TB) Dh60,000 (D) 1,600m; Winner: Rakeez, Patrick Cosgrave, Bhupat Seemar

4.30pm: Al Redha Insurance Brokers – Handicap (TB) Dh78,000 (D) 1,800m; Winner: Capla Crusader, Bernardo Pinheiro, Rashed Bouresly

HAJJAN
%3Cp%3EDirector%3A%20Abu%20Bakr%20Shawky%C2%A0%3C%2Fp%3E%0A%3Cp%3E%3Cbr%3EStarring%3A%20Omar%20Alatawi%2C%20Tulin%20Essam%2C%20Ibrahim%20Al-Hasawi%C2%A0%3C%2Fp%3E%0A%3Cp%3E%3Cbr%3ERating%3A%204%2F5%3C%2Fp%3E%0A
UAE currency: the story behind the money in your pockets
Benefits of first-time home buyers' scheme
  • Priority access to new homes from participating developers
  • Discounts on sales price of off-plan units
  • Flexible payment plans from developers
  • Mortgages with better interest rates, faster approval times and reduced fees
  • DLD registration fee can be paid through banks or credit cards at zero interest rates
Everton%20Fixtures
%3Cp%3EApril%2015%20-%20Chelsea%20(A)%3Cbr%3EApril%2021%20-%20N.%20Forest%20(H)%3Cbr%3EApril%2024%20-%20Liverpool%20(H)%3Cbr%3EApril%2027%20-%20Brentford%20(H)%3Cbr%3EMay%203%20-%20Luton%20Town%20(A)%3Cbr%3EMay%2011%20-%20Sheff%20Utd%20(H)%3Cbr%3EMay%2019%20-%20Arsenal%20(A)%3C%2Fp%3E%0A
Look%20Both%20Ways
%3Cp%3EDirector%3A%20Wanuri%20Kahiu%3Cbr%3EStars%3A%20Lili%20Reinhart%2C%20Danny%20Ramirez%2C%20David%20Corenswet%2C%20Luke%20Wilson%2C%20Nia%20Long%3Cbr%3ERating%3A%203%2F5%3Cbr%3E%3C%2Fp%3E%0A
Fixtures (all in UAE time)

Friday

Everton v Burnley 11pm

Saturday

Bournemouth v Tottenham Hotspur 3.30pm

West Ham United v Southampton 6pm

Wolves v Fulham 6pm

Cardiff City v Crystal Palace 8.30pm

Newcastle United v Liverpool 10.45pm

Sunday

Chelsea v Watford 5pm

Huddersfield v Manchester United 5pm

Arsenal v Brighton 7.30pm

Monday

Manchester City v Leicester City 11pm

 

Company%20Profile
%3Cp%3E%3Cstrong%3ECompany%20name%3A%3C%2Fstrong%3E%20Hoopla%3Cbr%3E%3Cstrong%3EDate%20started%3A%20%3C%2Fstrong%3EMarch%202023%3Cbr%3E%3Cstrong%3EFounder%3A%3C%2Fstrong%3E%20Jacqueline%20Perrottet%3Cbr%3E%3Cstrong%3EBased%3A%3C%2Fstrong%3E%20Dubai%3Cbr%3E%3Cstrong%3ENumber%20of%20staff%3A%3C%2Fstrong%3E%2010%3Cbr%3E%3Cstrong%3EInvestment%20stage%3A%20%3C%2Fstrong%3EPre-seed%3Cbr%3E%3Cstrong%3EInvestment%20required%3A%3C%2Fstrong%3E%20%24500%2C000%3C%2Fp%3E%0A
The%20specs
%3Cp%3E%3Cstrong%3EPowertrain%3A%20%3C%2Fstrong%3ESingle%20electric%20motor%0D%3Cbr%3E%3Cstrong%3EPower%3A%20%3C%2Fstrong%3E201hp%0D%3Cbr%3E%3Cstrong%3ETorque%3A%20%3C%2Fstrong%3E310Nm%0D%3Cbr%3E%3Cstrong%3ETransmission%3A%20%3C%2Fstrong%3ESingle-speed%20auto%0D%3Cbr%3E%3Cstrong%3EBattery%3A%20%3C%2Fstrong%3E53kWh%20lithium-ion%20battery%20pack%20(GS%20base%20model)%3B%2070kWh%20battery%20pack%20(GF)%0D%3Cbr%3E%3Cstrong%3ETouring%20range%3A%20%3C%2Fstrong%3E350km%20(GS)%3B%20480km%20(GF)%0D%3Cbr%3E%3Cstrong%3EPrice%3A%20%3C%2Fstrong%3EFrom%20Dh129%2C900%20(GS)%3B%20Dh149%2C000%20(GF)%0D%3Cbr%3E%3Cstrong%3EOn%20sale%3A%3C%2Fstrong%3E%20Now%3C%2Fp%3E%0A
Ain Issa camp:
  • Established in 2016
  • Houses 13,309 people, 2,092 families, 62 per cent children
  • Of the adult population, 49 per cent men, 51 per cent women (not including foreigners annexe)
  • Most from Deir Ezzor and Raqqa
  • 950 foreigners linked to ISIS and their families
  • NGO Blumont runs camp management for the UN
  • One of the nine official (UN recognised) camps in the region

Awar Qalb

Director: Jamal Salem

Starring: Abdulla Zaid, Joma Ali, Neven Madi and Khadija Sleiman

Two stars

Various Artists 
Habibi Funk: An Eclectic Selection Of Music From The Arab World (Habibi Funk)
​​​​​​​

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ROUTE%20TO%20TITLE
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Fines for littering

In Dubai:

Dh200 for littering or spitting in the Dubai Metro

Dh500 for throwing cigarette butts or chewing gum on the floor, or littering from a vehicle. 
Dh1,000 for littering on a beach, spitting in public places, throwing a cigarette butt from a vehicle

In Sharjah and other emirates
Dh500 for littering - including cigarette butts and chewing gum - in public places and beaches in Sharjah
Dh2,000 for littering in Sharjah deserts
Dh500 for littering from a vehicle in Ras Al Khaimah
Dh1,000 for littering from a car in Abu Dhabi
Dh1,000 to Dh100,000 for dumping waste in residential or public areas in Al Ain
Dh10,000 for littering at Ajman's beaches 

UAE SQUAD

Goalkeepers: Ali Khaseif, Fahad Al Dhanhani, Mohammed Al Shamsi, Adel Al Hosani

Defenders: Bandar Al Ahbabi, Shaheen Abdulrahman, Walid Abbas, Mahmoud Khamis, Mohammed Barghash, Khalifa Al Hammadi, Hassan Al Mahrami, Yousef Jaber, Salem Rashid, Mohammed Al Attas, Alhassan Saleh

Midfielders: Ali Salmeen, Abdullah Ramadan, Abdullah Al Naqbi, Majed Hassan, Yahya Nader, Ahmed Barman, Abdullah Hamad, Khalfan Mubarak, Khalil Al Hammadi, Tahnoun Al Zaabi, Harib Abdallah, Mohammed Jumah, Yahya Al Ghassani

Forwards: Fabio De Lima, Caio Canedo, Ali Saleh, Ali Mabkhout, Sebastian Tagliabue, Zayed Al Ameri

SQUADS

UAE
Mohammed Naveed (captain), Mohamed Usman (vice-captain), Ashfaq Ahmed, Chirag Suri, Shaiman Anwar, Mohammed Boota, Ghulam Shabber, Imran Haider, Tahir Mughal, Amir Hayat, Zahoor Khan, Qadeer Ahmed, Fahad Nawaz, Abdul Shakoor, Sultan Ahmed, CP Rizwan

Nepal
Paras Khadka (captain), Gyanendra Malla, Dipendra Singh Airee, Pradeep Airee, Binod Bhandari, Avinash Bohara, Sundeep Jora, Sompal Kami, Karan KC, Rohit Paudel, Sandeep Lamichhane, Lalit Rajbanshi, Basant Regmi, Pawan Sarraf, Bhim Sharki, Aarif Sheikh

Sheer grandeur

The Owo building is 14 storeys high, seven of which are below ground, with the 30,000 square feet of amenities located subterranean, including a 16-seat private cinema, seven lounges, a gym, games room, treatment suites and bicycle storage.

A clear distinction between the residences and the Raffles hotel with the amenities operated separately.

The specs
  • Engine: 3.9-litre twin-turbo V8
  • Power: 640hp
  • Torque: 760nm
  • On sale: 2026
  • Price: Not announced yet
Jetour T1 specs

Engine: 2-litre turbocharged

Power: 254hp

Torque: 390Nm

Price: From Dh126,000

Available: Now

The specs

AT4 Ultimate, as tested

Engine: 6.2-litre V8

Power: 420hp

Torque: 623Nm

Transmission: 10-speed automatic

Price: From Dh330,800 (Elevation: Dh236,400; AT4: Dh286,800; Denali: Dh345,800)

On sale: Now

UAE currency: the story behind the money in your pockets
TWISTERS

Director: Lee Isaac Chung

Starring: Glen Powell, Daisy Edgar-Jones, Anthony Ramos

Rating: 2.5/5

EA Sports FC 25
EMIRATES'S%20REVISED%20A350%20DEPLOYMENT%20SCHEDULE
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The specs
 
Engine: 3.0-litre six-cylinder turbo
Power: 398hp from 5,250rpm
Torque: 580Nm at 1,900-4,800rpm
Transmission: Eight-speed auto
Fuel economy, combined: 6.5L/100km
On sale: December
Price: From Dh330,000 (estimate)
Specs

Price, base: Dhs850,000
Engine: 3.9-litre twin-turbo V8
Transmission: Seven-speed automatic
Power: 591bhp @ 7,500rpm
Torque: 760Nm @ 3,000rpm
Fuel economy, combined: 11.3L / 100km

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Australia tour of Pakistan

March 4-8: First Test, Rawalpindi

March 12-16: Second Test, Karachi

March 21-25: Third Test, Lahore

March 29: First ODI, Rawalpindi

March 31: Second ODI, Rawalpindi

April 2: Third ODI, Rawalpindi

April 5: T20I, Rawalpindi

ABU%20DHABI%20CARD
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Company Profile

Company name: NutriCal

Started: 2019

Founder: Soniya Ashar

Based: Dubai

Industry: Food Technology

Initial investment: Self-funded undisclosed amount

Future plan: Looking to raise fresh capital and expand in Saudi Arabia

Total Clients: Over 50