In the words of Dina El Orabi: Rabeha Joint Programme was a game-changer for me as it unlocked new possibilities and fueled the remarkable growth of my business.


Dina El-Orabi is not your ordinary baker; she is an artist who kneads love into every bite. Her joy comes from feeding others with her mouthwatering creations, from flaky pastries to cakes. To turn her passion into business, Dina decided to launch Deelia’s Kitchen. With the support of Rabeha Joint Programme, she managed to set a strong foundation for her startup and begin her flavorful and delicious journey of success.

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Dina El-Orabi, founder of Deelia's Kitchen and a participant of Rabeha Joint Programme, as she poses with her cookies in her kitchen. Photo: Courtesy of Dina El-Orabi

“Deelia’s Kitchen was born out of my love for cooking and for my two precious daughters. I took the leap and started my own business to inspire my daughters and show them that girls and women are powerful and capable of creating wonders. I chose the name Deelia, a loving blend of both their names, hoping it would become a legacy I could leave behind for them.

My homemade food business began as a humble venture from my own kitchen when I started sharing my bakeries with friends and family. They raved about my delicacies and word-of-mouth started to spread quickly. Soon, I began receiving orders from strangers eager to get their hands on my desserts and try it themselves. That was the moment I realized I actually own a business.

Although a master in the kitchen, the business world was a whole new ball game for me. I lacked the know-how to operate my startup efficiently as I had no business background. After learning about Rabeha Joint Programme through friends, I decided to join to learn the essential skills I needed to gear up my startup. It proved to be a smart decision as Rabeha Joint Programme was a game-changer for me as it unlocked new possibilities and fueled the remarkable growth of my business.

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Dina El-Orabi, founder of Deelia's Kitchen and a participant of Rabeha programme, as she poses with a variety of desserts. Photo: Courtesy of Dina El-Orabi

Rabeha Joint Programme allowed me to witness my simple idea evolving into a successful business. It was the first time for me to put my business idea down into words and pitch it to others. The trainings I participated in taught me valuable lessons on how to formulate my business plan, highlighting my market segmentation and competitive landscape.

The training focused on the importance of cand this was an eye-opener for me as it revealed new opportunities for my business. I understood that I was not merely selling a product to eat but, rather, I was creating an enjoyable experience for my clients. For instance, I realized the significance of investing in premium packaging to give the impression of elegant store-bought desserts with a touch of cozy homemade food. This led me to work on my packaging and design, ensuring that our customers have a memorable experience from the moment they receive our products.

The trainings provided through Rabeha Joint Programme also taught me the fundamentals of finance, which I found challenging at first. I learned how to estimate the cost of each recipe, taking into account the expenses of packaging, delivery and overheads. By managing my business finances professionally, I was able to set the optimal prices for my products and achieve a higher profit margin.

One of the key lessons I learned from Rabeha Joint Programme was the importance of running a sustainable business. Instead of buying imported materials that were costly, I now opt for local suppliers and brands that match the same quality. Even if I cannot find the quality I need locally, I can even produce my own raw materials. For example, when I realized the price of condensed milk was too high, I began making my own at home and using it in my recipes. With this strategy, I have managed to cut costs, increase profit, and strengthen my business to withstand market changes.

Social media marketing was also a new domain for me, as I had no prior knowledge or experience with it. I learned how to utilize different platforms for various audiences, how to craft engaging content and the power of advertising.

I quickly learned that running a business requires a team and that I could not do it all by myself. I hired a photographer and a social media manager and together we launched Deelia’s Kitchen online and started sharing our content. I was surprised by the number of followers we gained and the level of engagement, and the orders just poured in.

Rabeha Joint Programme also taught me the importance of gaining exposure in the market by joining on-ground community events. This is my current priority, and

Today, Deelia's Kitchen isn't just a home-based bakery; it's a thriving brand with a loyal customer base. I am currently working on introducing a savory menu to complement my desserts and I am sure it will be a big hit. To achieve that, I am also working on growing the team further and recruiting people to help me in the kitchen.

I have a clear vision of my future, and in it I see myself moving Deelia’s Kitchen on wheels and running a food truck where I enjoy my days cooking and serving people queuing up to get a taste of my food.

My journey is a testament to the power of passion, perseverance, and learning. It's a reminder that even with limited resources, great things can be achieved when we wholeheartedly pursue our dreams.


Dina is one of more than 6,300 women who participated in the “Women’s Economic Empowerment for Inclusive and Sustainable Growth in Egypt” programme known as “Rabeha”. The programme aims to enhance women’s economic empowerment through increased access to employment and/or self-employment opportunities, by providing capacity building and development support to women entrepreneurs, jobseekers, private sector companies and investors.

Rabeha Joint Programme is implemented by UN Women Egypt and UNIDO Egypt, in partnership with the National Council for Women (NCW), the Min­istry of Trade and Industry (MoTI) and the Micro, Small and Medium Enterprise Develop­ment Agency (MSMEDA) with the generous support of Global Affairs Canada (GAC). The training programme that Dina joined was delivered by The American University in Cairo.