Launched by Khalifa Fund and Sponsored by Citi group, Sougha Program is Expanding The Center for Executive Development (CED) at the University of Dubai began training more than 15 female participants at Sougha Initiative in Al Ain. In early February Sougha, a community service initiative, was launched by Khalifa Fund for Enterprise Development, sponsored by Citi Group.†It aimed at preserving the Emirati heritage by creating economic opportunities for Emirati artisans all over UAE. The Sougha objectives are to locate local craftswomen in UAE, train them in the traditional art and then push their products into related markets. Sougha in the local dialect means ìa gift that a traveler brings back to his /her family after returning home.î Today, it is considered the best source of Emirati handmade products. The students will finish the training in May and be able to produce the finished materials by Early June 2015. Since its inception in January 2011, Sougha ës sales have grown tremendously especially after its artisans started to produce goods for corporate clients, retail partners and national exhibitions. The University of Dubai, Center for Executive Development has been partnering with Khalifa Fund to deliver training to Sougha artisans through grants received from Citigroup since 2005. These grants are used for purchasing equipment and materials as well as conducting training and coaching sessions for these artisans. The training focuses on teaching techniques for high quality dying, weaving and† palm leaf sewing to produce beach bags, tote bags and products from Sadou like purses, mobile holders, Ipad covers, embellishments for leather jackets, abayas† etc. This year the training focused on items made with Sadou and telli embellishments which are a part of the traditional UAE culture and heritage Ms Ayesha Harib Al Yousuf who leads the Sougha project said that starting this year Sougha will help the artisans find new markets and promote their products through multiple channels including social media. Mr Karim Seifeddine, head of Citi’s Public Affairs & Government Relations said that ìthe association between Citigroup and University of Dubai has been a very enduring relationship with great synergies between the vision that Citigroup has in Community engagement and the way it is being implemented by University of Dubai.î Dr. Vidya Nandagopal, Director of CED at University of Dubai says that ìThe University is committed to such initiatives because of its social and economic effectiveness.î She added,† ìSougha is essential in promoting traditional products and consolidating concepts of national heritage in this market.î