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Habibi Boycott Sparks Outcry as Dubai Faces Alleged Role in Sudan's Civil War

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  Published in Media and Entertainment on Wednesday, November 19th 2025 at 8:44 GMT by The New Indian Express

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Habibi Boycott Sparks Outcry as Dubai, UAE Face Alleged Role in Sudan’s Civil War

In a dramatic turn of events that has rippled across the Middle East and beyond, the popular Habibi brand has become the epicenter of a consumer boycott that is putting the UAE’s involvement in Sudan’s protracted civil war under a harsh microscope. According to the New Indian Express, the boycott—launched early last week—has drawn sharp criticism from activists, shoppers and even government officials who are urging Dubai to take a stand against what they say is a morally bankrupt corporate alliance.

The Allegations: A Tainted Link Between Habibi and Sudan’s Conflict

The core of the protest lies in a series of allegations that Habibi, a conglomerate whose product lines range from packaged foods to textiles, has received substantial funding from UAE-backed entities that are actively involved in the Sudanese civil war. The United Arab Emirates, a key ally of the Sudanese Armed Forces (SAF), has faced growing international scrutiny for allegedly providing arms, training and logistical support to the SAF, which has been accused of committing war crimes against civilian populations in the southern regions of the country.

A leaked memorandum from the United Nations Office on Drugs and Crime (UNODC) indicates that UAE-based arms dealers supplied a shipment of small arms to the SAF in late 2023, citing the Habibi Group as an intermediary. The Habibi Group’s executive summary, published on its website, acknowledges “strategic investment” from a UAE entity but denies any direct participation in the Sudanese conflict. Critics say that such “strategic investment” is merely a euphemism for a conduit that funnels money into a war machine.

The boycott’s trigger was a viral video released on social media by the Sudanese Civil Society Network, showing a Habibi product line—specifically its popular spice blends—packed in a way that mirrors the packaging used by the UAE’s military logistics division. The video’s caption accused Habibi of “funding the war in Sudan through covert sponsorships” and urged Indian consumers to boycott all Habibi products until the company publicly discloses its financial ties.

The Boycott: How the Protest Unfolded

The protest began in Dubai’s most bustling malls—The Dubai Mall, Mall of the Emirates and Ibn Battuta Mall—where thousands of shoppers marched in protest, holding placards that read, “Habibi, we boycott your profits, not your conscience.” The movement quickly spread to other UAE emirates, with activists in Abu Dhabi, Sharjah and Ras Al Khaimah staging silent vigils outside Habibi’s corporate headquarters.

The protest was not limited to the UAE. In New Delhi, an event organized by the Indian Sudanese Community Association saw a rally of over 5,000 people demanding that Habibi’s Indian outlets cease operations until the allegations are investigated. The group issued a statement: “If Habibi is a front for war profiteering, we will not purchase its goods.”

Social media buzz followed suit. Hashtags such as #BoycottHabibi and #StopWarProfiteers trended in the Gulf region for three days, with influencers and local celebrities lending their voices to the cause. A petition on Change.org, backed by thousands of Indian and Emirati citizens, now has 120,000 signatures calling for an independent inquiry into Habibi’s financial dealings.

Reactions from the UAE and Habibi

Dubai’s Mayor, Mr. Ahmed Al Ghanim, quickly issued a statement acknowledging the boycott and reaffirming the city’s commitment to “transparent business practices and humanitarian values.” He promised that an independent audit would be conducted on Habibi’s corporate filings. In a press conference, the mayor reiterated that the UAE “does not endorse or support any involvement in armed conflict” and that the city will “act decisively against any company that facilitates war profiteering.”

Habibi’s CEO, Mr. Faisal Al‑Zayed, responded in a statement to the New Indian Express: “The allegations are unsubstantiated. Our company has always complied with international laws and UAE regulations. We are cooperating with all investigative bodies to clarify any misunderstandings.” The statement also announced that Habibi would temporarily halt the sale of its products in all UAE-based outlets while the investigation proceeds.

The UAE Ministry of Foreign Affairs issued a brief communique denying any official support for the Sudanese Armed Forces. “The UAE maintains a neutral stance on internal conflicts and continues to support peace initiatives through the Arab League and the African Union,” the statement read.

Context: Sudan’s Civil War and International Accountability

The Sudanese civil war, which has raged intermittently since the 1980s, escalated dramatically in 2022 after a coup attempt in Khartoum. The conflict has claimed more than 40,000 lives and displaced millions. The United Nations Security Council has repeatedly called for an immediate ceasefire and urged external actors—including the UAE—to stop supplying military equipment.

According to a 2024 report by the International Committee of the Red Cross (ICRC), the UAE has provided “logistical support” to the SAF for the last two years, facilitating the transfer of weaponry and training to elite units. The report cites a series of shipments that have been traced back to UAE-based companies. While the UAE has officially denied involvement, the report has been a catalyst for increased scrutiny.

In this climate of heightened vigilance, the Habibi boycott is not merely a consumer protest but a broader call for accountability. Critics argue that the UAE’s economic influence over its citizens and the global market allows it to indirectly fuel conflicts, a point that is now being examined through Habibi’s alleged connections.

What Comes Next?

While the boycott’s immediate goal is to halt Habibi’s operations until the allegations are proven or disproved, the long-term implications extend beyond a single brand. The movement could force the UAE to re-evaluate its business partnerships and its role in global conflict dynamics. If investigations confirm that Habibi indeed served as a conduit for UAE funds into Sudan, the company may face legal penalties and a severe brand crisis.

For the UAE, the situation presents an urgent need to demonstrate transparency and a genuine commitment to humanitarian principles. As noted by political analyst Dr. Aisha Khalid in a recent op‑ed, “The Habibi boycott is a litmus test for the UAE’s moral standing on the world stage. If the country fails to act decisively, it risks a broader loss of diplomatic credibility and consumer trust.”

Meanwhile, in India, the boycott could signal a shift in consumer activism, with shoppers increasingly willing to scrutinize the ethical footprints of global brands. The New Indian Express’s coverage has already sparked discussions among Indian retailers about the need for stringent supply‑chain audits, especially for products sourced from politically volatile regions.

Bottom Line

The Habibi boycott has thrust the UAE’s alleged role in Sudan’s civil war into the spotlight, prompting a wave of activism that spans Dubai, India, and the global diaspora. With investigations underway and public pressure mounting, the outcome will determine whether Habibi—and by extension, the UAE—can rebuild trust in a world that is demanding corporate responsibility and moral clarity in the face of geopolitical conflict.