What does it take to stay relevant for over a century—without selling out or falling behind?In this episode of Challenger Brands, we go deep into the story of the Jashanmal Group—one of the Middle East’s most iconic retail and distribution brands—with Group CEO Shuja Jashanmal.Founded in 1919 with a £75 loan and a single bookstore in Basra, Jashanmal has grown into a regional powerhouse with over 150 stores. But what’s more impressive is how it has remained strategically relevant through massive geopolitical shifts, generational transitions, and the evolution of modern retail.In this rare and insightful conversation, Shuja unpacks the philosophy, business discipline, and cultural foresight that have powered Jashanmal’s growth for over 100 years.This is Challenger Brands -Where we talk about brand development, marketing, sales, entrepreneurship, and a whole lot of other things to help entrepreneurs and brand custodians build competitive brands and better businesses.Not the biggest player in your sector? Make an impact by challenging the status quo.In each episode, we talk to inspiring industry professionals and entrepreneurs to gain useful and actionable insights for empowering challenger brands.Hosted by Illustrado - The Brand Development & Creative Agency for ambitious and audacious challenger brands. Visit our website to learn more: https://bit.ly/IllustradoWebsite

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