Darwinbox’s mobile-first HR platform allows Masafi to automate HR process using an Al-powered, new-age integrated and seamless platform.
Masafi, the UAE-headquartered consumer goods conglomerate, has selected Darwinbox, a global HR tech unicorn, to automate its HR function and enhance the employee experience using a new-age, AI-powered Human Capital Management (HCM) platform.
The new implementation incorporates some of Darwinbox’s leading products and features like hiring, onboarding, payroll and performance management for Masafi’s 1,000+ cross-border workforce spread across UAE and Oman.
Following a competitive bidding process where Masafi thoroughly vetted global HCM solutions, the company selected Darwinbox as its HR tech partner of choice. Rated as the number one HCM solution on Gartner peer insights by its customers, Darwinbox’s mobile-first HR platform has been chosen by Masafi to help simplify and automate day-to-day HR processes, create superior employee experiences and deliver actionable insights. It provides a truly digital ecosystem with a unified view of HR, improving workforce productivity and operational efficiency and cost-effectiveness.
Masafi required a robust solution that could help integrate employee attendance into payroll and introduce more digitally advanced features like geo-fenced attendance across diverse locations, including its warehouses and offices, to unlock operational efficiencies. The company also wanted to introduce mobile-first employee self-service (ESS) capabilities to offer routine HR services to employees right in their palms.
Emma Davies, Chief Culture and People Excellence Officer, Masafi, said: “Masafi has maintained its strong market leadership due to its unparalleled focus on high-quality products and customer-centricity. It was important for us to transform our own employees’ experience so they can, in turn, help us enhance the customer experience and contribute more effectively towards the company’s vision.
“We selected Darwinbox as it not only had strong industry credentials and a successful track record but was able to provide context-rich solutions for our business that effectively tie our HR operations with the company’s broader digitisation goals as we pursue our ambitious e-commerce strategy.”
Chaitanya Peddi, Co-founder of Darwinbox, said: “Masafi is an iconic UAE brand that has grown leaps and bounds in the past four decades and at Darwinbox, we’re proud to be their HR tech partner of choice. By unifying the entire employee lifecycle on one platform, Darwinbox’s end-to-end HR technology suite helps organisations like Masafi gain central visibility of their talent across borders and leverage advanced technologies like AI and ML to enhance decision making.”
Founded in 2015, Darwinbox enhances employee experiences for more than 2.2 million employees from over 850 enterprises in 110 countries. Since its Series D Unicorn funding round in January 2022, Darwinbox has registered a 300% revenue growth and increased its headcount by 240% in MENA. Darwinbox is among the top 10 HCM platforms globally to be recognised on the Gartner Magic
Quadrant. Earlier this year, Darwinbox entered into a strategic partnership with Microsoft to co-innovate and redefine the future of work. This partnership enables the company to deliver advanced AI capabilities and deep integration with several Microsoft product lines, like MS Teams, Office 365, Dynamics 365, Microsoft Viva, etc., to their combined customer base.
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