When it comes to shaping the future of emergency response and pre-hospital care in the Middle East, few names resonate as strongly as Lina Kandakji, the Managing Director and CEO of ARASCA Medical. Her journey from a bold entrepreneur with just three employees to a trailblazer leading one of the GCC’s most trusted medical suppliers is nothing short of remarkable.
Founded in 2007, ARASCA Medical emerged with a simple yet powerful mission: to revolutionize pre-hospital care and make life-saving solutions accessible across the UAE and beyond. What started as a specialized trading company has evolved into a regional leader, boasting a portfolio of more than 7,000 products across eight categories. From emergency medical systems and evacuation equipment to disaster preparedness and training, ARASCA has become synonymous with innovation, quality, and reliability.
Reflecting on her journey, Lina shares: “From the very beginning, I believed that innovation and agility could turn challenges into opportunities. That mindset has been at the core of ARASCA’s success.”
Early Foundations of Leadership
Before ARASCA, Lina built her expertise in marketing, customer engagement, and multicultural team leadership—skills that would later prove instrumental in shaping ARASCA’s customer-first approach. Working across the GCC honed her ability to understand diverse customer needs and adapt strategies to competitive markets.
Her ability to lead multicultural teams became a cornerstone of her leadership philosophy. She recalls, “Leading diverse teams taught me the art of collaboration and the importance of listening—whether to markets, frontline responders, or communities with unmet needs.”
This foundation not only gave her the discipline to scale ARASCA but also the sensitivity to ensure that its solutions resonated with local cultures and healthcare priorities. From rigorous training programs to knowledge-sharing initiatives, ARASCA under her leadership has consistently gone beyond simply meeting standards, instead striving to create lasting impact.
The Inspiration Behind ARASCA
For Lina, ARASCA was never just about business; it was about purpose. Witnessing the devastating gaps in pre-hospital care—particularly the lack of accessible emergency equipment—sparked her determination to build a company that could save lives.
“This wasn’t just a business opportunity,” she emphasizes. “It was a chance to create meaningful change. The UAE’s vision for world-class healthcare became our roadmap, and with my background in business and marketing, I set out to build not just a company, but a platform for innovation and preparedness.”
From its earliest days, ARASCA distinguished itself through action. By pioneering the Public Access Defibrillator (PAD) program, the company transformed AEDs (automated external defibrillators) from niche medical devices into community lifelines. Dubai Tourism later adopted this model as a mandate, embedding it into the city’s healthcare infrastructure.
But ARASCA’s impact didn’t stop there. The company introduced evacuation chairs, cloud-based monitoring solutions, and advanced training programs—creating not just products, but an entire culture of preparedness and resilience.
Pioneering Innovations in Public Health
ARASCA’s journey has been defined not only by growth but also by first-of-its-kind innovations that changed the way communities respond to emergencies. The company pioneered the Public Access Defibrillator (PAD) program, strategically placing AEDs in high-traffic areas and training communities to use them. What began as a bold initiative soon transformed bystanders into first responders—dramatically improving cardiac arrest survival rates.
Equally groundbreaking was the introduction of evacuation solutions, such as the AlbacMat, which was showcased at IDEX 2025. These tools redefined building safety standards and became benchmarks for rapid crisis response across the region.
“What began as introducing devices soon became about cultivating preparedness mindsets,” Lina explains. “True resilience comes when innovation meets education and accessibility.”
Today, initiatives once considered ambitious pilot projects by ARASCA have evolved into regional standards, cementing the company’s role as a driver of societal change, not just commercial success.
Quality Across 7,000+ Products
Scaling a portfolio of over 7,000 products is no small feat, yet ARASCA has built a reputation for uncompromising quality. The company partners only with globally certified manufacturers—such as Philips and St. John Ambulance—while its in-house biomedical engineers oversee rigorous quality checks under ISO-certified processes.
But Lina insists that ARASCA goes far beyond procurement. Her team actively participates in global forums like Medica and Rettmobil to identify cutting-edge innovations—from AI-powered diagnostics to portable trauma kits—and then adapts them for the unique conditions of the GCC.
“Every product we deliver is more than just equipment—it’s part of a curated ecosystem designed to perform when seconds count,” she emphasizes.
This relentless focus on quality and relevance has made ARASCA not just a supplier, but a trusted partner in lifesaving care.
Strategic Partnerships
A critical element of ARASCA’s success has been its ability to forge powerful partnerships. One of the most notable is with EMSRUN Medical, through which ARASCA has introduced game-changing technologies like Rhino Rescue’s trauma and extrication systems. These collaborations have given the GCC access to innovations that were previously out of reach.
At global showcases such as IDEX and NAVDEX 2025, ARASCA has brought these technologies to life with live demonstrations and strategic networking—positioning itself as a bridge between international brands and regional healthcare systems.
Beyond exhibitions, these partnerships are tailored to the region’s specific challenges. Whether deploying portable suction units to remote areas or integrating advanced trauma tools into urban emergency networks, ARASCA has redefined what accessibility means in emergency care.
“For us, collaboration isn’t just about distribution,” Lina explains. “It’s about creating turnkey solutions that elevate the entire ecosystem of emergency care.”
Building and Leading Diverse Teams
Behind every successful organization is its people—and ARASCA’s workforce is as diverse as its product portfolio. Leading a team of professionals from multiple nationalities and disciplines, Lina has cultivated a culture of inclusion and high performance.
She believes in empowering individuals, fostering trust, and encouraging innovation at every level. “We prioritize open communication, mentorship, and cross-cultural training. When every individual feels ownership of their role, excellence naturally follows,” she shares.
This approach has created a team that not only delivers results but also embodies ARASCA’s lifesaving mission. The company’s culture is one where collaboration thrives, and where every employee, regardless of background, feels part of something bigger.
Community Engagement at the Heart of ARASCA
For Lina, success has always been measured in lives touched, not just numbers achieved. Social responsibility is not a side initiative at ARASCA—it is deeply woven into the company’s DNA.
Over the years, ARASCA has supported countless causes, from donating medical supplies during the Nepal Earthquake and Beirut Explosion, to sponsoring local awareness campaigns such as Walk for Awareness and Operation Smile’s Big Book Sale.c
Navigating Challenges in a Competitive Market
Operating in the UAE—one of the world’s most dynamic and competitive markets—comes with its share of obstacles. Rapidly changing customer needs, complex supply chains, and evolving technologies could easily overwhelm even the most experienced organizations.
Yet ARASCA thrives in this environment. Lina attributes this resilience to the company’s forward-thinking approach: anticipating trends like AI in EMS, investing in quality over short-term wins, and maintaining continuous dialogue with first responders and partners.
“Every challenge is an opportunity to innovate,” Lina notes. “Our purpose-driven focus on saving lives keeps us agile and adaptable, no matter how tough the market gets.”
Breaking Barriers: Women in Medical Supply Leadership
As one of the few women leaders in the medical supply sector across MENA, Lina’s role carries both symbolic and practical importance. Her leadership is not only redefining industry standards but also inspiring a new generation of female professionals to step into technical and leadership roles.
Under her watch, female participation in ARASCA’s technical roles has risen to 30%, a testament to her belief that diversity drives innovation. “For aspiring women leaders, my advice is simple: embrace challenges and lead with confidence. Your perspective is essential to the future of healthcare,” she says with conviction.
Her presence in a traditionally male-dominated sector sends a powerful message: leadership in healthcare innovation knows no gender boundaries.
Vision for 2025 and Beyond
Looking ahead, Lina is laser-focused on pushing boundaries. By 2025, ARASCA plans to pioneer smart emergency ecosystems that integrate IoT and AI technologies. The company also aims to expand AED networks across the GCC and Africa, driving sustainable growth while aligning with the UAE’s vision of becoming a Heart Safe society.
“No life should ever be lost due to delayed emergency care,” Lina asserts.
Her vision is one where real-time alerts, widespread AED access, and community CPR training work together seamlessly—creating a society where every second counts, and every life matters.
Principles That Define Her Leadership
At the core of Lina’s leadership lies a blend of vision, resilience, empathy, integrity, and trust. These principles, she believes, are not abstract ideals but daily practices that shape decisions and guide relationships.
“For me, leadership is about innovating ahead of market needs, but also about staying true to ethical practices that align with our lifesaving mission,” she explains.
It is this balance—between forward-thinking strategy and grounded values—that has made ARASCA a trusted partner across the region.
Staying Motivated in Challenging Times
Leadership, especially in a mission-driven industry like medical supply, is not without its storms. Lina draws strength from the real-world impact of ARASCA’s work.
She recalls stories of paramedics using ARASCA’s AEDs to save cardiac arrest victims, or firefighters evacuating civilians with their equipment. “These aren’t just stories,” she says. “They are powerful reminders that every hurdle we face has life-saving consequences.”
Her team also fuels her motivation. Their commitment, whether innovating under pressure or working in crisis zones, reinforces the culture she has built—where challenges are stepping stones rather than setbacks.
“Our ‘why’ is simple and powerful: saving lives. And that’s more than enough to keep going,” Lina affirms.
Learning from Failures
Like every innovator, Lina has faced moments of disappointment. One of ARASCA’s most humbling lessons came during the rollout of cloud-connected AEDs in 2021. Despite high expectations, adoption stalled at only 15% of the target.
Rather than treating this as a defeat, Lina saw it as an opportunity to reimagine ARASCA’s approach. “The lesson was clear: we had innovated in isolation,” she admits.
The team discovered that hospitals were more concerned with maintenance costs and IT security than real-time monitoring. From this experience emerged three guiding lessons: listen before you build, pilot relentlessly, and educate to innovate.
The revised strategy included both cloud and standalone models, with pilot programs across multiple countries and new training modules. The result was a 92% adoption rate in the second iteration. What started as a failure became a blueprint for smarter innovation.
Protecting Culture During Scaling and Crises
ARASCA’s growth has been rapid, but Lina has ensured that its culture remains intact—even during times of crisis. When COVID-19 disrupted supply chains and tripled demand, she introduced three critical practices to safeguard the company’s spirit:
- Daily Pulse Checks – 15-minute virtual huddles across all teams, including warehouse staff, where executives joined frontline calls to troubleshoot together.
- Culture Carriers – 12 “Culture Champions” promoted not by seniority, but by their ability to embody ARASCA’s values during the pandemic.
- Rituals Over Rules – Traditions like Thankful Thursdays continued online, ensuring gratitude and recognition remained central to team life.
This approach kept employee retention at 92% despite 50% growth during the pandemic years. It also established a framework ARASCA now uses in its Africa expansion, pairing each new hire with both a technical mentor and a “culture buddy.”
“Culture is not an HR initiative—it’s our operational compass,” Lina stresses.
Advocacy That Shapes the Future
Beyond products and partnerships, ARASCA has become a voice for systemic reform in pre-hospital care across the region. Working hand-in-hand with ministries of health, the company has co-developed evidence-based policy frameworks using tools like the WHO’s Emergency Care Systems Assessment (ECSA). These localized roadmaps mirror global best practices—such as Rwanda’s trauma registries—while addressing GCC-specific needs.
At the community level, ARASCA leverages data from its Heartsafe Communities program, which trained over 10,000 responders, to prove the ROI of emergency preparedness. For instance, demonstrating how AED mandates in public spaces can cut cardiac arrest mortality by up to 40% became a compelling case for policymakers.
Its advocacy doesn’t stop at numbers. ARASCA has led public-private coalitions with Dubai Tourism and civil defense authorities to institutionalize life-saving policies—such as AED placement mandates in hotels and CPR training for drivers.
Some of the company’s most notable policy impacts include:
- Drafting legislation for the Dubai Heart Safe City Campaign (AEDs in malls and transit hubs).
- Proposing a GCC-wide trauma registry, modeled on WHO-backed frameworks.
- Collaborating with UNHCR to design EMS protocols for refugee camps in crisis zones.
- Partnering with regional universities to pilot accredited EMT training programs, setting the stage for national paramedic certification frameworks.
Looking forward, ARASCA is pushing frontiers by advocating for drone EMS regulations to enable aerial medical deliveries and pre-hospital blood transfusion standards adapted for low- and middle-income countries.
“Policies are what transform individual projects into long-term resilience,” Lina emphasizes. “By aligning with global health resolutions and tailoring them locally, we ensure that the impact outlasts any single product or initiative.”
Smart Cities and the Future of Emergency Response
Looking ahead, Lina envisions cities where IoT-enabled emergency systems, data-driven policies, and resilient community hubs work seamlessly together. With public-private partnerships, she sees a future where response times are cut drastically, and communities are equipped with both technology and knowledge to act decisively.
“Smart cities are not just about infrastructure—they’re about saving lives,” she says.
This vision aligns with ARASCA’s broader push toward drone-delivered defibrillators, pre-hospital blood transfusion standards, and AI-driven emergency ecosystems.
Personal Lessons and Advice to Self
Despite her remarkable success, Lina is candid about her own growth as a leader. She admits that one of her hardest lessons was realizing that hustle isn’t leadership. Sustainable energy, delegation, and balance are what sustain long-term impact.
Nature, mentorship, and reminders of ARASCA’s mission are what keep her grounded. If she could go back to her first year as CEO, her advice would be: “Listen more, protect time for purpose, and hire for values over skills.”
A Legacy of Lives Saved
For Lina, the true legacy of ARASCA will not be measured in products sold but in lives transformed. In the next decade, she hopes ARASCA will leave three lasting marks:
- Technological Bridges – pioneering IoT-enabled emergency systems that connect victims, responders, and equipment in real-time.
- Empowered Communities – training millions of citizens to become confident first responders.
- Redefined Standards – raising the bar for quality and accessibility in pre-hospital care across the GCC and beyond.
“Healthcare innovation must serve everyone,” Lina reflects. “Whether it’s drone-delivered defibrillators in remote villages or tailored solutions for each nation, we are building a future where geography and circumstance no longer dictate survival.”
Closing Reflection
From humble beginnings with three employees to a company trusted by governments and global partners, Lina Kandakji’s journey is a testament to purpose-driven leadership. She has transformed ARASCA into more than a medical supplier—it is now a lifesaving force, reshaping communities, policies, and futures across the GCC and beyond.
Her story proves that when leadership combines vision with empathy, and when innovation is fueled by purpose, industries change—and lives are saved.
