Launch of the Abaad Center by KITA to empower small and medium enterprises

In a strategic move aimed at strengthening the digital economic infrastructure in Saudi Arabia, Keita, the on-demand food delivery platform backed by global technology giant Meituan, announced the launch of its ambitious national initiative: the Keita Center for SME Empowerment Towards Excellence (Ab’aad). This long-term initiative aims to accelerate the growth and sustainability of the startup and SME ecosystem through innovative digital solutions.

An economic context supportive of Vision 2030

This initiative comes at a time when the Kingdom is witnessing unprecedented economic activity in line with the objectives of Saudi Vision 2030, which places the small and medium-sized enterprises (SMEs) sector at the heart of its priorities as a key driver of economic growth and job creation. The Kingdom seeks to increase the sector's contribution to the GDP, making private sector initiatives, such as the "Kita" initiative, a cornerstone for integrating efforts between the public and private sectors to achieve sustainable development and comprehensive digital transformation.

The Table of the Future: A Platform for Dialogue and Growth

As part of the launch of “Ab’aad,” KITA inaugurated the first edition of its strategic dialogue series, “The Table of the Future.” The capital city of Riyadh hosted the inaugural session, which brought together a select group of business leaders and entrepreneurs, establishing it as a quarterly platform for exchanging expertise and building capacity. The event is planned to tour various cities across the Kingdom to ensure its broad impact.

In this context, Naif Al-Omari, leader of the (Ab’aad) Center in KITA Saudi Arabia, stressed that small and medium enterprises are the backbone of the future economy, noting that the center will work as an incubator for knowledge and digital tools that transform technology and artificial intelligence into tangible results and measurable growth.

Success stories and practical applications

The initial sessions focused on the importance of digitalization in expanding businesses, showcasing real-world experiences of brands like Sarouja and Teller Coffee, which achieved significant growth in demand and operational efficiency through the Kita platform. The events also included training workshops on leveraging digital presence and social initiatives to enhance business visibility and reach new customer segments.

The pillars of the "Ab3ad" Center and its ambitious goals

KITA revealed that the “Ab’aad” center will operate within a comprehensive framework based on three main pillars:

• Abaad Facilities Center: An infrastructure aimed at supporting more than 50,000 facilities in more than 20 Saudi cities.
• Dual Engine: An AI-powered digital solutions system to increase efficiency and profitability.
• The “Saudi Hero” program is dedicated to supporting high-quality Saudi stores to build sustainable brands.

Through this center, KITA is committed to achieving record-breaking figures, including supporting 2,000 establishments to improve their revenues by 50% and training 20,000 establishments in digital and operational skills. It also aims to contribute to the global expansion of a Saudi brand with more than 1,000 branches and support dozens of other brands to expand locally and regionally, thus strengthening the Kingdom's position as a leading hub in the food and beverage sector.