MIRA is a new social enterprise which helps and supports women and children in Afghanistan The launch coincides with the brand's Ramadan campaign featuring a special product range grown by the female farmers who are supported by MIRA MIRA encourages people to give more than a gift during the holy month with a variety of special boxes featuring premium nuts, dried fruits and saffron gifts The socially conscious gift ideas will ensure that customers will make a positive impact this Ramadan
April 25th, 2021, Dubai (UAE): MIRA, a social enterprise of the Fatima Bint Mohamed bin Zayed Initiative (FBMI), which supports less fortunate women in Afghanistan has officially launched. To inaugurate the launch, MIRA has unveiled a special collection of premium dried fruits, nuts and saffron this Ramadan and Eid Al Fitr.
For the past ten years, FBMI has been working hard to provide the women of Afghanistan with various sources of income to maintain the unity of the Afghan family and livelihood. During the ten year journey, FBMI has created permanent and sustainable differences, and as a result came MIRA.
The MIRA team have travelled across Afghanistan and built trusting relationships with hard-working, vulnerable female farmers. They are strong and independent and make a meaningful contribution to their economy, and MIRA has given these women a platform to finally be seen and heard, in order to inspire others. The Initiative has hired over 8,000 Afghan women with 35 per cent of these women being widows, making them the sole bread winner of their families.
How to give more than a gift this Ramadan with MIRA
Those looking for the perfect gift during the holy month are encouraged to shop with MIRA and give more than a gift this year. By purchasing one of MIRA’s delightful gift boxes, people will be able to help and support a community of devoted women who farm and produce exquisite products.
From beautifully boxed dried apricots to saffron, when a gift is purchased from MIRA an Afghan woman is empowered. Customers can select from five gift options which include a special variety of assortments, including the MIRA Classic, MIRA Mix, MIRA Signature and the premium MIRA Ramadan box, as well as a luxury box of saffron. Filled with a mix of the best-selling dried fruit and nuts all in one beautifully packaged box.
The MIRA Classic
- This includes a delightful assortment of Almonds, Walnuts, Pistachio, Raisins, Green Raisins, Dried Apricots, Figs, White Mulberries and a 5 gram Saffron Jar
- The nine piece bundle is priced at 375 AED
The MIRA Mix
- The MIRA Mix features Almonds, Walnuts, Pistachio, Pistachio in shell, Raisins, Twisted Dried Apricots, Figs, Mulberries, Pine Nuts in shell, as well as a 5 gram Saffron Jar.
- The 10 piece bundle is priced at 375 AED
The MIRA Signature
- The signature collection comprises of White Almonds, Walnuts, Pistachio, Raisins, Dried Apricots, Figs, Mulberries, Pine Nuts and Pine Nuts in shell, as well as a 5 gram Saffron Jar.
- The 10 piece bundle is priced at 450 AED
Limited Edition Ramadan box
- To make an impression this Ramadan, opt for the limited edition Ramadan package filled with premium tinned boxes of Almonds, Pistachio, Walnuts, Dried Apricot, Fig and Raisins
- The Ramadan limited edition box is priced at AED 600
Exquisite Saffron box
- For those who like to gift the finer things in life can choose the MIRA Saffron box which comes in two sizes
- 10 grams box is priced at 194 AED and the extravagant 250 grams box is 2,500 AED
Known as Afghanistan’s ‘red gold’, saffron is the world’s most lucrative spice. Since ancient times, saffron has been widely used not only in cooking, but also in medicine and cosmetics. Rich in vitamin B and C, it is a powerful antioxidant. It should come as no surprise that each saffron crocus flower produces just three stigmas, and it takes 100,000 flowers to yield just one.
All MIRA products are natural and grown organically, meaning there are no additives of preservatives in the produce. Those looking to purchase a gift and make a positive impact this Ramadan, can head to MIRA’s website or visit the showroom located in D3 – Dubai Design District.
MIRA products reach the consumer after being part of a rich process which empowers Afghan women and provides opportunities such as education, social development, medical care, clean water, and various economic reforms. It is the reason for maintaining the integrity of their homes allowing them to stand steadfastly as a valuable component of society.
Mira is a social enterprise by Fatima Bint Mohamed bin Zayed Initiative (FBMI) that aims to empower the world’s most underprivileged communities by creating a market to sell their produce globally, with all profits invested back into the initiative. Its farms are spread across the country from East to West, in various regions such as Kandahar, Helmand, Kabul, Herat, Uruzgan, Zabul, Samangan, Kapisa, Ghazni and Nimroz. The brand represents independent farmers from nearly every corner of Afghanistan, uniting them in the shared vision upon which Mira Farms was inspired.
The Fatima Bint Mohamed Bin Zayed Initiative was founded in 2010. The social enterprise was originally established to initiate a change in the stark realities of Afghanistan’s women and children. FBMI invests locally in healthcare, education, numerous social and economic reforms; and provides employment opportunities. About 70% of FBMI employees are women & widows who work from home. Each employee receives free vocational training, medical care and schooling for their children.