Retail expansion
Baya launched as an e-commerce business in January 2020. Within a year, Lita had secured partnerships with major UK retailers Waitrose and Sainsbury’s. She then strategically expanded across UAE quick-commerce platforms—Insta Shop and Noon Minutes—recognising that local consumers wanted products delivered within 15 minutes to one hour.
Today, Baya is genuinely omnichannel. The brand sits on Amazon, Noon, Carrefour, and Kebs, alongside direct-to-consumer channels through its website. Notably, Baya is the first UAE cleaning products brand to offer subscription-based purchasing.
“We offer better deals for subscription customers,” Lita explains. “They know exactly when products are arriving. People in the region often apply hoapplyhold assisters, so they can schedule their orders—for example, knowing they necessary detergent every four weeks. They subscribe, and we ship to their door. They can paapply, swap products, or cancel whenever they want.”
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