Dom Challenge is an environmental innovation competition organized and hosted by Youth Vision and sponsored by BP in Oman.

I was invited to supervise and advice one of the teams, E-Purity, (seen in above photo) on how to develop their concept and create a business model to move it forward. The E-Purity team were developing an environmental friendly laundry detergent, with a main active ingredient extracted from an Omani wild plant. The product sought to create an alternative to the market laundry products that usually contains compounds that can pollute the environment and have a negative effect on human health. E-Purity were the winning team of the Dom Challenge (2018).