In the Middle East, the concept of “home” is being rewritten. It is no longer just a physical structure to be maintained; it is an emotional anchor and a canvas for identity. Rahul Chandra, Commercial Director for the Middle East at Black & Decker, sits at the center of this transformation. In this candid conversation, Rahul moves past standard sales metrics to explore the deeper currents shaping the industry—from the “villa boom” and the rise of Gen Alpha to the critical distinction between short-lived tech trends and AI-driven substance. He paints a picture of a future where commerce isn’t just about the transaction, but about trusting the “why” behind the brand.
Rahul, having led consumer business strategies across the MEA region, how have you seen the ‘home improvement’ consumer evolve over the last five years? Are we seeing a shift from purely functional buying to more lifestyle-driven purchasing?
“ Over the last five years, we’ve seen a remarkable transformation in the MEA home improvement market. Consumers are no longer just fixing problems—they’re investing in their quality of life.”
The surge in villa developments across the UAE and Saudi Arabia, along with rapid urbanization, is fueling demand for personalized, stylish living spaces. Millennials, in particular, are driving this change with their digital-first mindset and desire for meaningful, curated homes. The path to purchase has become much more sophisticated, with customers blending online research and in-store experiences. At SBD, we’re at the forefront of this shift, helping to turn home improvement from a basic need into a lifestyle aspiration.
The ‘Creator Economy’ has exploded in the Middle East, especially in the DIY and home-renovation space. How important is UGC or influencer-led content in shaping consumer decisions today? Do you feel consumers trust a creator’s review more than a traditional ad when buying durable goods?
The creator economy’s impact in the Middle East is unmistakable—consumers know the difference between influencers and genuine creators.
“What truly drives trust today is authentic, unscripted content that captures real moments, not polished, curated campaigns.”
We don’t promote staged content; we champion either branded expertise or raw, creator-driven stories. We’re taking this further by entering schools with DIY and craft programs and engaging communities through pop-up experiences. These initiatives let us connect directly, inspire hands-on creativity, and build trust where it matters most. It’s this authenticity—capturing the magic of the moment—that shapes consumer decisions and loyalty.
“Phygital” is becoming a buzzword across retail. From your perspective, how is the role of brick-and-mortar evolving in an era dominated by e-commerce? Is the physical store becoming a media channel in its own right?
“While ‘phygital’ was a buzzword a few years ago, today’s retail leaders are focused on truly integrating every consumer touchpoint.”
Major retailers are doubling down on omni-channel strategies, ensuring a seamless blend between online and offline experiences. E-commerce players are leveraging quick commerce and dark stores to deliver speed and hyper-local convenience, redefining community retail. We’re seeing brands experiment with pop-up concepts, virtual consultations, and localised fulfilment hubs to reach consumers in new, meaningful ways. The future of retail isn’t about channels—it’s about creating a unified, responsive ecosystem that meets customers wherever they are.
Marketing technology is advancing rapidly — from AI to AR to immersive shopping. As a commercial leader, how do you evaluate which innovations are worth investing in versus those that may simply be short-lived trends?
AI, AR, and immersive shopping each bring unique value to retail, but they serve very different purposes.
AI is about intelligent automation and data-driven personalization—helping us predict trends, optimize inventory, and tailor customer experiences at scale.
AR enriches the shopping journey by overlaying digital information onto physical products, making it ideal for visualization and engagement.
Immersive shopping blends digital and physical elements to create interactive, memorable experiences.
“While AR and immersive concepts elevate brand storytelling, my investment focus will be on AI.”
Its ability to deliver actionable insights, enhance efficiency, and drive real business outcomes makes it indispensable.
Having worked across both marketing and commercial roles in your career, how has that dual exposure shaped your approach to balancing long-term brand building with short-term revenue growth?
I’ve learned that long-term brand strength and short-term revenue aren’t opposing goals—they’re interconnected. My marketing background keeps me focused on building a brand that stands for something meaningful, while my commercial experience ensures we deliver results and stay agile in a fast-moving market. I approach every decision by asking how it supports both our immediate objectives and our broader purpose. This dual perspective helps me align teams, prioritize investments, and drive strategies that build trust and value over time. It’s about making choices that deliver today, but also lay the groundwork for sustainable growth and lasting customer relationships – people don’t buy what you do—they buy why you do it!
Looking at the next 12 to 24 months, what is one under-rated consumer or market trend in the Middle East that you believe will catch the industry by surprise?
“The under-rated shift in the Middle East is the dual influence of Gen Alpha and women on household decisions.”
Gen Alpha’s digital fluency and strong values around sustainability and authenticity are quietly reshaping how families choose technology, entertainment, and even travel- with parents increasingly factoring their children’s preferences. At the same time, women are taking center stage in defining how homes look and function, driving demand for design, practicality, and tech integration tailored to their needs. We have to look beyond trends.
Read more: Ulyana Vilkina: Mastering The “Mosaic” Of The UAE Retail Market
