brand established by entrepreneurs
and good friends Deem Albassam
and Amal Al Marri in 2013.
After gaining experience with her family business, Deem launched ‘Switch’ in 2008, a concept that branched out of her passion for food and determination for an Arab concept. In 2013, Amal joined Deem to begin their F&B partnership with the launch of ‘Salt’ – simple, quality food served from the UAE’s first food truck, which popped up in various locations throughout the United Arab Emirates. A successful #findsalt campaign helped the truck transform into one of the region’s top dining destinations with three permanent locations in Dubai, Abu Dhabi and Ajman. Indpt has since grown to include Parker’s, Bakery Joint, and an R&D kitchen in which new recipes are regularly tested and introduced to the menus. The restaurants have gained recognition for their innovative take on cuisine, celebrating the open spaces of the UAE and adding life to places which are underserved through enriching dining experiences.
Deem Albassam is an experienced food entrepreneur with a degree in Marketing from the American University in Dubai and a passion for culinary creations. She has an eye for recognizing gaps in the region’s restaurant scene and has mastered the implementation of the “you eat with your eyes first” adage.
Deem believes that marketing and hospitality are integral to shaping the perception of a brand, and her mission is to constantly reinvent peoples’ interests by offering places fueled with energy and passion for socializing and sharing good food.
Amal Al Marri is a designer and event creator who pursued her interest in the restaurant business in 2013 after graduating from Zayed University with a degree in Interior Design.
Al Marri believes that simplicity and meticulousness is key, and aims to inspire people by bringing them together through simple yet innovative culinary experiences. Together with food entrepreneur and close friend, Deem Albassam, Indpt was formed – a food movement that celebrates the open spaces of the United Arab Emirates with simple yet premium dining experiences.