Driving Retail Success Across the Middle East

We help brands sell more, look better, and delight customers through people, process, and technology.
UAE, Saudi Arabia & Beyond
5k+Professionals
100+Leading brands

Who We Are

Channelplay Middle East is a leading retail execution and customer experience solutions company, helping global and regional brands succeed in the GCC and beyond. We combine people, processes, and proprietary technology to deliver measurable improvements in sales, visibility, and customer engagement.

With a strong presence across the UAE, Saudi Arabia, and wider Middle East, we understand the unique cultural, regulatory, and operational dynamics of the region - making us the trusted partner of choice for leading consumer brands.

Discover Our Services

Our Mission

To empower brands to maximize sales and deliver outstanding customer experiences by bridging the gap between strategy and in-store execution.

Our Vision

To be the most trusted and innovative retail solutions partner in the Middle East

Our Leadership

Founded in India in 2006 and expanded into the Middle East in 2024, Channelplay has grown into a 5,000+ people organization working with 100+ leading brands across industries. Our entry into the GCC marked a pivotal step - enabling global best practices while tailoring execution strategies to local market realities.

Global Brands Trust Us

What We Do

We partner with consumer brands and retailers to provide:
Sales Team Outsourcing
Build and manage high-impact field teams
Visual Merchandising
Make your brand shine in every store
Mystery Shopping & Audits
Get real-time performance insights
Loyalty Programs
Drive repeat customers & long-term engagement
AI-Based Technology Solutions
Data-driven retail execution and transparent reporting

Why Brands Choose Us

End-to-end Execution

From strategy to store, we manage the full retail lifecycle

Proprietary Technology

Real-time visibility & reporting

Local Expertise

Deep knowledge of Middle East markets, cultures, and regulations

Proven Results

Consistent delivery of measurable ROI for clients across industries

Our Values

We strive to delight our customers

By delivering exceptional work, by going the extra mile to make our customer's life easy and simply by being great people to work with - we strive to delight our customers.

We are owners

If something is expected of us – we are dependable in all circumstances. If we see a problem that affects us – we are proactive in making it our problem. If it is difficult – we are resourceful and persistent. In a nutshell - we are the owners of our business.

We make work fun

Our colleagues are our friends and we find joy in our work by being positive, collaborative & easy. We celebrate our wins together and fight through challenges and failures with spunk.

We are continuously improving

Even when we are good - we want to be better. We are always questioning, always learning, always improving.

Our Leadership

Abbas Ali
Co-Founder & CEO - Channelplay Middle East
About
Abbas Ali is a forward-thinking leader in the outsourcing industry in the Middle East and an alumni of both Harvard Business School and the Indian School of Business.

With over 16 years at TASC Outsourcing, Abbas has played a pivotal role in transforming the company from a boutique consultancy into one of the UAE And KSA’s most respected workforce outsourcing firms.

Abbas has a track record of driving significant growth and operational excellence. As Chief Growth Officer, he oversaw a vast portfolio spanning the GCC and India, managing a large, high-performing team and achieving remarkable improvements in revenues, client satisfaction, and market expansion. His leadership has been instrumental in scaling TASC’s operations to serve over 500 major clients with a workforce of more than 5,000 contractors.

As an entrepreneur, he has founded Astral Talent and teamed up with Suhas and Sundeep to establish Channelplay’s headquarters in the Middle East.
Sundeep Holani
Co-Founder & Co-CEO
About
Sundeep Holani is a dynamic leader and an alumnus of the Indian Institute of Management, Calcutta.

As Co-Founder and CEO of Channelplay, he has been instrumental in scaling the company into India’s leading field sales and marketing services firm, to over USD 50 Mn in revenue, 12,000 employees and a diverse client base of top brands and emerging startups.

Sundeep is driven by a passion for impeccable execution and innovative design, focusing on leveraging technology to enhance operational efficiency and deliver exceptional ROI.

In addition to his role at Channelplay, he co-founded 1Channel, where he leads product development, and serves as a Trustee for The Utopia Foundation, championing the fight against poverty through strategic initiatives aimed at achieving a basic minimum income for all.
Suhas Misra
Co-Founder & Co-CEO
About
Suhas Misra is an accomplished entrepreneur and an alumnus of the Indian Institute of Management, Calcutta.

Over two decades of experience in building and scaling innovative ventures, Suhas has established himself as a visionary leader in diverse industries. His entrepreneurial journey includes co-founding Channelplay, where he continues to excel as Co-CEO, and previously leading Tardigrade HealthTech in tackling critical healthcare challenges.

Suhas's notable achievements also include co-founding Hector Beverages, where he played a pivotal role in launching successful brands like Tzinga and Paper Boat.

As the CEO of Misters, Suhas drives the company's mission to revolutionise men’s health and wellness with cutting-edge products. His career is marked by a blend of strategic insight and entrepreneurial spirit.

Life at Channelplay

We pride ourselves on being a dynamic and forward-looking company. A vibrant work culture fosters individuals who create history. We keep that in mind and success follows.

Our Scale

India

800, Udyog Vihar
Phase 5, Gurgaon,

Haryana - 122016

UAE

Meydan Grandstand, 

6th floor, Meydan Road,
Nad Al Sheba, Dubai, UAE

KSA

Joud Center, Al-Salamaniyah Building, 

King Abdulaziz Road, Building No. 1, First Floor,
Office No. 2, Riyadh, Kingdom of Saudi Arabia