Dubai, UAE – August 2025 – In a powerful display of inclusion and community engagement, Apparel Group, in collaboration with Tim Hortons UAE and Maseer CSR Initiatives, successfully hosted a two-day American Sign Language (ASL) Inclusion Event for employees from Tim Hortons UAE, including both Deaf and hearing team members.
Held on July 16–17, the initiative brought together 40 participants, including baristas, branch staff, and supervisors, in a meaningful learning experience designed to enhance communication with the Deaf community and foster a more accessible and welcoming customer environment.
This CSR-driven initiative reflects Apparel Group’s unwavering commitment to diversity, equity, and inclusion across its retail brands. The ASL awareness event was thoughtfully delivered by Maseer Initiatives, a UAE-based social enterprise that specializes in socially impactful experiences and accessibility events.
Mr. Neeraj Teckchandani, CEO of Apparel Group: “At Apparel Group, we view inclusion as a fundamental driver of innovation. Our collaboration with Maseer Initiatives underscores our ongoing commitment to creating meaningful, accessible experiences for all. I commend our team for their proactive engagement in this initiative and for championing a culture of understanding and purpose across our organization.”
“This collaboration was more than an event—it was a celebration of connection, culture, and community,” said Bedour Saeed Al Raqbani, CEO of Maseer Initiatives. “Seeing Deaf and hearing staff learning side by side symbolized the true meaning of inclusive communication.”
The initiative emphasized Deaf culture awareness, inclusive service strategies, and assistive tools for real-life interactions in retail environments.
Maseer Initiatives extends heartfelt appreciation to the CSR Department of Apparel Group for their leadership in making this initiative a reality. Their dedication to accessibility and innovation continues to set a benchmark for CSR excellence in the region.
This initiative is part of a broader mission to ensure that all customers and employees—including those who are Deaf or Hard of Hearing—feel seen, heard, and valued.
