May 28, 2024
Corporate Tech

Masafi chooses Darwinbox to streamline its multi-border HR functions

The AI-powered platform was selected to manage 1,100+ workforce

Masafi, the UAE-headquartered consumer goods conglomerate, has chosen Darwinbox, a leading cloud-based human resources management software provider, to automate its HR function and enhance the employee experience using an AI-powered human capital management platform.

The new implementation incorporates Darwinbox’s leading products and features like hiring, onboarding, payroll, and performance management for Masafi’s 1,000+ cross-border workforce spread across the UAE and Oman.

Headquartered in Singapore, Darwinbox’s SaaS platform engages and empowers employees across the entire lifecycle with a bright, simple, and mobile-first HR tech experience powered by AI and ML.

Specific need

Masafi required a robust solution that could help integrate employee attendance into payroll and introduce more digitally advanced features like geo-fenced attendance across diverse locations, including its warehouses and offices, to unlock operational efficiencies.

The company also wanted to introduce mobile-first employee self-service capabilities to offer routine HR services to employees right in their palms.

Emma Davies, Chief Culture and People Excellence Officer, Masafi, said: “Masafi has maintained its strong market leadership due to its unparalleled focus on high-quality products and customer-centricity.

“It was essential for us to transform our employees’ experience so they can, in turn, help us enhance the customer experience and contribute more effectively towards the company’s vision.

e-commerce strategy

“We selected Darwinbox as it not only had strong industry credentials and a successful track record but was able to provide context-rich solutions for our business that effectively tie our HR operations with the company’s broader digitisation goals as we pursue our ambitious e-commerce strategy.”

Chaitanya Peddi, Co-founder of Darwinbox, noted: “Masafi is an iconic UAE brand that has grown leaps and bounds in the past four decades and at Darwinbox, we’re proud to be their HR tech partner of choice.

“By unifying the entire employee lifecycle on one platform, Darwinbox’s end-to-end HR technology suite helps organisations like Masafi gain central visibility of their talent across borders and leverage advanced technologies like AI and ML to enhance decision making,” Peddi added.

Founded in 2015, Darwinbox enhances employee experiences for more than 2.2 million employees from over 850 enterprises in 110 countries.

Since its Series D Unicorn funding round in January 2022, Darwinbox has registered a 300% revenue growth and increased its headcount by 240% in the MENA region.

Featured image: Chaitanya Peddi. Image: Darwinbox

    Middle East News 247

    Middle East News 247

    Middle East News 247 delivers the latest business and lifestyle news and essential infotainment for, and from the Middle East region, with key focus on the GCC nations: United Arab Emirates (UAE), Saudi Arabia, Qatar, Bahrain, Kuwait, and Oman.
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