Much more than any electric car accessories provider, SPAR UAE stands as a premium brand that offers the largest collection of Tesla accessories in the UAE. Founded by Sukaina Parpia, the company revolves around an innovative concept that facilitates the electric-car buying experience for early adopters of future technology. Embracing the sustainability vision of the honoured Sheikh Mohammed Bin Rashid Al Maktoum to witness net-zero emissions in Dubai, she established SPAR in 2020.
In an exclusive conversation with Women Entrepreneur India, Sukaina shares some interesting aspects about her company and the exciting entrepreneurial journey.
Highlight on educational journey and prior industry experiences that you bring to the table. What are some business lessons that you've learned through your prior industry experience?
My prior experiences have been essential to where I am at today. Simply put, the set of skills acquired from corporate, more traditional work structures can help you identify your potential as a future leader, innovator, and business owner. I’m talking about skills such as leadership, team building, effective communication, flexibility, creativity, the ability to deal with uncertainty, to have a self-starter mentality towards work. By leveraging these skills, women can truly excel when it comes to running successful online businesses. One of the fundamental business lessons that are still part of my leadership style is the ability to deal with uncertainty, to take calculated risks, to allow yourself to be creative, and learn through trial and error, especially as a woman working in a male-dominated industry. As women, we are often underestimating our own power, or own abilities to reach high-level positions. We are more crippled by self-doubt than men, who tend to have a bolder attitude toward what 201823they can achieve. Women in business can empower themselves by aiming higher and believing in themselves, even in male-dominated industries.
Throw some light on the most significant milestones achieved by you over the years?
There are many important milestones for female entrepreneurs such as myself. I believe the first is getting started, taking the leap of faith. The second would probably be making profits. This is a key moment for all entrepreneurs when you can finally reap the rewards of your hard work when you are becoming sustainable. It is empowering as a woman to own your professional and financial future, to have agency over your career, and how you choose to handle all aspects of a business. A third milestone would probably be the moment your work gets noticed, when you get that external validation through press coverage, winning awards, etc. The driving force behind my success is that growing up, I’ve had the best role models and family support. I looked up to my mother being in a leadership role for the past 20 years and perfectly handling operation processes in an NGO. I think having a strong, hardworking role model inspires you to be the best version of yourself, to self-actualize, and not shy away from challenges.
“As a business leader, one of the most imperative aspects that determine the success of your enterprise is your passion”
What are some important features and expertise a business leader should have?
As a business leader, one of the most imperative aspects that determine the success of your enterprise is your passion. I can personally attest to this fact, as my interest in Tesla has grown increasingly over the years, and thus my success in this field was inevitable. Furthermore, an entrepreneurial mindset is essential for success; I always seek opportunities in new markets, questioning if I can provide value to the consumer, therefore, when I discovered this gap in the market, I figured an early entry would be beneficial to our company, as well as to the potential consumers of electric vehicles (EVs) in the Middle East. Finally, and most importantly, an essential trait that should be embodied by every business leader is perseverance; there are always challenges that may knock you down, however, what matters most is how you get back up to become stronger than ever and drive yourself to success through a positive mindset.
As a successful leader, what would your advice be to young girls and women who aspire to become business leaders and entrepreneurs?
The first lesson: being a woman is not a disadvantage. Never let anyone make you feel that it is. The second lesson: enjoy the journey and leave guilt aside. You are what you are. Don’t try to be someone else – some “role model mom” or some “superwoman who does it all by herself.” Finally, and most importantly: support. I have the most supportive spouse, children, and family anyone can ask for, and yet, sometimes it’s not enough.
If you want to become a successful female entrepreneur, just get started with the resources you have now. Don’t wait until you feel ready, you will never be 100% ready to start that kind of journey, you have to accept that and trust yourself and your ability to succeed. Work hard, be perseverant and trust the process. We often have way more personal resources than we give ourselves credit. There’s no limit to what women can achieve. Have a long-term vision and build a culture that supports not only your business growth, but also your personal growth and look at every challenge as an opportunity to learn, to grow, to innovate, and to reinvent yourself as a leader, as a woman, and as a dreamer.
Sukaina Parpia, Founder & CEO, Spar UAE
Under Sukaina’s aegis, SPAR UAE operates in sustainable ways to reduce the firm’s carbon footprint and protect the future of our planet.
Hobbies: Reading, traveling, painting, and cooking.
