Dubai Holding has announced the success of the third edition of its flagship charitable initiative 'Gift It Forward', which converted more than 500,000 new products and goods into valuable gifts distributed to more than 23,000 beneficiaries across the United Arab Emirates. The initiative was carried out in partnership with the Community Development Authority and aims to support the circular economy by transforming new products and goods into meaningful gifts for underprivileged segments of society.
More than 65 partners participated in this year's edition, contributing products and goods valued at more than AED 22 million — surpassing the combined total of donations collected during 2024 and 2025 together.
The initiative benefited multiple segments of the community, including workers, people of determination, orphans, students, taxi drivers, and low-income families. It also diverted more than 125 tonnes of products and goods from landfills, avoiding the emission of more than 62,000 kilograms of carbon dioxide.
Huda Bu Humaid, Chief Marketing and Sustainability Officer at Dubai Holding, said: "This year we achieved record numbers in terms of products and goods collected, beneficiaries who received them, and waste diverted from landfills.
"This was made possible by the participation of more than 65 partners — the largest collaboration of its kind to date. The third edition of this initiative reflects Dubai Holding's steadfast commitment to philanthropic work that delivers tangible, sustainable positive value to our communities and the environment simultaneously."
Since its launch in 2024, the initiative has successfully collected and distributed more than 939,000 new products and goods to more than 49,000 beneficiaries, with the participation of 85 partners and donations totalling approximately AED 43 million. It has also diverted around 241 tonnes of products and goods from landfills.
The initiative has further prevented the emission of more than 119,000 kilograms of carbon dioxide, in support of the UAE's circular economy policy objectives and Dubai's Integrated Waste Management Strategy.
A number of companies operating in the country participated in the initiative, while The Surplus served as the executive partner by providing a digital platform to enhance the efficiency of donations, track contributions, and measure their environmental impact.
Neeraj Teckchandani, Chief Executive Officer of Apparel Group, said: "The remarkable impact achieved by the 'Gift It Forward' initiative through this edition alone is the best testament to the importance of collaboration in addressing complex social and environmental challenges."
This year's initiative also saw the organisation of 35 pop-up markets across 17 locations in Dubai for the distribution of donated items to beneficiaries.