THE SHE FACTOR: Adding Goodness To Your Shopping Cart

By Sandhya D’Mello
Khaleej Times, Dubai, United Arab Emirates

WWR Article Summary (tl;dr) “Goodness Cart” offers low-cost, low-risk market expansion opportunities via e-commerce for smaller health-related companies. Founder Geeta Pahlajani also says the company aims to empower consumers to make informed, healthy decisions about products.


The UAE is at the forefront of women empowerment in the region offering secure environment with plenty of opportunity for growth, says Geeta Pahlajani, an entrepreneur and founder of Goodness Cart.

Goodness Cart, a new e-commerce platform caters for all of health and wellness lifestyle needs in the UAE. It brings an entirely new concept of an online marketplace platform.

For the consumer, it provides access to multiple suppliers and brands under one virtual roof, offering access to the best-quality products across a range of categories including natural and organic fresh produce, natural beauty, homecare and baby and child products all sourced from both local and international brands.

For retailers/manufacturers/producers/consultants, Goodness Cart offers low-cost, low-risk market expansion opportunities via e-commerce for small independents as well as greater exposure and a new channel to market for established organizations.

“Goodness Cart was initially conceptualized in 2015 as a small online retailer. However, on understanding this category further, I realized that there was a lot more than was required than just an online shop. Our partners had lots of pain points; they were struggling with reach, pricing and small businesses were not able to grow since they were heavily retailer-dependent. Therefore in 2016 we decided to raise it to a marketplace offering, bringing together all our vendors and partners — retailers, farms, manufacturers and distributors — under one roof with an added benefit of logistics, storage, and marketing support.

“This is highly-convenient for the consumer as they don’t have to visit lots of different online stores but rather just order through one platform. Moreover, we consolidate, quality check and deliver it as one delivery,” the Dubai-born entrepreneur says.

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