13th April 2026, Dubai, UAE: In a significant step towards supporting the UAE’s sustainability and clean energy ambitions, Choithrams and Al Shirawi Solar have entered a strategic partnership aimed at enhancing solar awareness in a more visible, accessible, and community‑focused manner across the UAE.

The initiative will be delivered through solar awareness kiosk across selected Choithrams locations and community touchpoints, bringing clean energy solutions directly into a consumer facing environment. By engaging customers from the community, the activations aim to make solar energy more accessible, practical, and easier to adopt.

As legacy organisations with a strong local presence of over four decades in the UAE, both Choithrams and Al Shirawi Solar share a deep commitment to nation‑building and responsible corporate citizenship. This collaboration reflects their shared vision to give back to the UAE by actively supporting national sustainability initiatives and contributing meaningfully to the UAE Net Zero by 2050 vision.

The collaboration was formalised through a Memorandum of Understanding (MoU) signed by Mark Mortimer-Davies, CEO of Choithrams, and Abdulla Hisham Al Shirawi, Deputy CEO of Al Shirawi Solar, in the presence of senior representatives from both organisations.

Through this initiative, Choithrams becomes one of the first supermarket chains in the UAE to position itself as a front runner in promoting a solar initiative directly to the community, leveraging its strong customer touchpoints and retail footprint. Supported by Al Shirawi Solar’s technical expertise and execution capability, the initiative is expected to create meaningful conversations around clean energy adoption at the community level.

The initiative’s effectiveness will be assessed based on customer engagement, awareness reach, and adoption outcomes, with potential for phased expansion across additional locations based on initial uptake.

Both organizations are optimistic that this partnership will serve as a successful sustainability drive, reinforcing the UAE’s leadership in clean energy transition and setting a benchmark for collaborative, purpose‑driven initiatives across industries.