In a region rapidly evolving through digital transformation and sustainability goals, a dynamic startup is quietly reshaping the way we view supply chains and inventory. Meet Sara Siddiqui, the Co-Founder and Chief Marketing Officer of Inv-X Technologies Limited—a Saudi-born digital circular ecosystem platform that is challenging the linear norms of inventory management. With a bold mission aligned with Vision 2030 and an unwavering focus on transparency and circularity, Inv-X is transforming the lifecycle of excess, obsolete and slow-moving inventory across industries.

Founded by Noman Ali, a seasoned expert in supply chain sustainability, Inv-X operates at the intersection of technology, environmental impact and economic efficiency. Through its innovative approach, the platform enables businesses to repurpose inventory sustainably while reducing waste and unlocking hidden value. As one of the leading female entrepreneurs in Saudi Arabia’s emerging tech space, Sara Siddiqui is shaping not only the brand narrative but also the broader conversation around the circular economy.

Let’s dive into a conversation with Sara Siddiqui, who joins us today to share the story behind Inv-X, her journey as a founder and how the startup is contributing to Saudi Arabia’s bold transformation goals.

TFS: Sara, it’s an absolute pleasure to speak with you today. Let’s start at the beginning. How did you and your co-founders envision the idea and what gap did you see in the market that led to its creation?

Sara Siddiqui: Thank you! I’m thrilled to be here. The story of Inv-X Technologies Limited truly begins with our Founder and CEO, Noman Ali, whose decades of experience in supply chain management laid the groundwork for our venture. Together, as a founding team, we had firsthand exposure to a recurring challenge—excess and non-moving inventory that was not just operationally burdensome but also environmentally harmful.

We observed that while many companies globally were beginning to embrace sustainability practices in their core operations, inventory liquidation remained outdated, opaque and extremely wasteful. The disconnect was stark. There was no structured or transparent way for businesses to redirect or repurpose these materials within a circular framework.

So, Inv-X was envisioned not as a conventional tech platform, but as a holistic solution to this problem. We wanted to build a data-driven, collaborative ecosystem that transforms waste into opportunity—both financially and environmentally. That’s how the seed was planted and from there, our journey as a circular economy startup began.

TFS: That’s an incredibly thoughtful approach. So how does Inv-X differentiate itself in a space increasingly filled with digital supply chain solutions claiming sustainability and digitization?

Sara Siddiqui: That’s a great question and one we address often in our conversations with stakeholders. What sets Inv-X apart is our positioning—not just as a digital platform but as a change enabler. We aren’t just another B2B tool for inventory management. Our mission is to fundamentally transform how businesses perceive and manage surplus assets.

Most platforms in this space begin with a tech-first mindset. But we took a problem-first approach. That means we rooted our solution in real-world challenges—such as inventory obsolescence, missed resale opportunities and environmental inefficiencies. From there, we built tech that mirrors those needs, not the other way around.

At the core of our differentiation is also the collaborative nature of our platform. Inv-X enables buyers and sellers to communicate transparently, share sustainability data and make well-informed decisions. We aim to create a circular supply chain that is not just digital, but deeply integrated and responsive to each stakeholder’s value chain.

TFS: As the CMO of a startup working at the intersection of sustainability and technology, how do you balance the need for commercial visibility while maintaining credibility in a space that demands measurable sustainability outcomes?

Sara Siddiqui: That’s something I take very seriously in my role. In today’s landscape, credibility is everything—especially when you operate in a space that’s often accused of superficiality or greenwashing. At Inv-X, our marketing strategy is rooted in radical transparency.

Rather than boasting about impact metrics that we haven’t achieved yet, we focus on communicating our intent, our progress and the journey we’re on. We invest in educating our stakeholders about what circular supply chains actually mean—and how they function in practice.

Moreover, we don’t try to paint ourselves as a finished product. We speak from a place of learning and growing, which resonates more deeply with audiences. As a startup, this humility is essential. It builds long-term credibility while allowing us to stay authentic to our mission and values.

TFS: Sustainability marketing can sometimes fall into the trap of greenwashing. How does Inv-X ensure that its marketing stays authentic and data-driven?

Sara Siddiqui: Absolutely. The risk of greenwashing is real, especially in an era where every startup wants to claim environmental impact. Our response to this has always been: lead with facts, not promises.

We anchor all our messaging in verifiable data, real use cases and tangible KPIs. For example, when we talk about carbon footprint reduction or material recovery, we back it up with evidence from operational results, not aspirational goals.

Behind every campaign or narrative we craft, there’s a close alignment with our product and operations teams. This ensures our marketing claims reflect what the platform is capable of delivering—or is actively being built to deliver. That level of internal cohesion is critical to staying grounded and avoiding the greenwashing pitfall.

TFS: What have been the most effective channels or strategies in educating the market about concepts like ‘inventory obsolescence’ and ‘circular supply chain’?

Sara Siddiqui: We’ve found that human connection and dialogue are the most powerful tools. While digital campaigns are important, they often lack the nuance needed to introduce new concepts like inventory obsolescence or circularity in B2B ecosystems.

So, we’ve leaned heavily on interactive formats—workshops, industry webinars and one-on-one consultations. These have helped us not only explain our model but also learn from industry pain points.

The goal is to create a two-way learning environment. When we meet stakeholders where they are, we’re better positioned to guide them through the shift from a linear to a circular mindset. This also helps build trust, which is foundational in driving adoption.

TFS: Can you share a campaign or narrative Inv-X ran that especially resonated with industry stakeholders or government entities aligned with Vision 2030?

Sara Siddiqui: Certainly. Rather than a single campaign, the narrative that’s had the most impact is our positioning of “waste as opportunity.” It’s a simple phrase, but it redefines how people perceive waste—not as a liability, but as a dormant value stream.

This theme aligns beautifully with Vision 2030’s pillars—especially around sustainability, innovation and economic diversification. It has opened doors to meaningful conversations across public sector entities, private manufacturers and environmental regulators.

Our emphasis on creating a Saudi-born solution for a global problem has also strengthened our relevance within the Kingdom. It’s not about importing sustainability—it’s about innovating from within.

TFS: What’s your approach to communicating value across such a diverse partner base?

Sara Siddiqui: The key lies in customization. Each stakeholder within the Inv-X ecosystem plays a unique role—whether they are manufacturers, recyclers, logistics firms or distributors. So, we tailor our messaging based on their functional priorities and operational pain points.

However, the overarching value proposition remains the same: reduce waste, recover value and adopt sustainable procurement practices. We align these messages with partner-specific outcomes—such as increased ROI for distributors or compliance benefits for manufacturers.

This segmentation allows us to remain relevant to each audience while maintaining a unified brand narrative that promotes circularity and collaboration.

TFS: How are you engaging with key industries within Saudi Arabia and the GCC to scale adoption, especially in traditionally linear supply chains?

Sara Siddiqui: Our current focus is awareness-building and trust. We recognize that shifting supply chain behavior—especially in legacy industries—requires both patience and proof of value.

We are actively engaging with early adopters across manufacturing, retail and logistics. Through pilot projects and strategic collaborations, we demonstrate how Inv-X not only supports sustainability but also drives operational efficiency.

Participation in industry expos, local forums and governmental panels has also helped us gain visibility. Our approach is always to lead with demonstration rather than persuasion—we show, not just tell, how circularity can drive business growth.

TFS: What have been the biggest marketing or perception challenges in pushing the idea of reusing, redirecting and repurposing inventory within B2B sectors?

Sara Siddiqui: The biggest barrier is perception. In B2B sectors, excess inventory is often treated as deadweight—written off, scrapped or stored indefinitely. It’s rarely seen as an asset that can be recovered or reused strategically.

Changing that mindset takes time and evidence. That’s why a large part of our marketing effort is focused on case-based storytelling and proof of concept. We share real examples where inventory recovery has yielded both economic and environmental returns.

Over time, this builds a new narrative—one that helps businesses reframe how they view surplus, obsolescence and sustainability.

TFS: How involved are you as a CMO in shaping the product roadmap to ensure that the marketing promise aligns with platform capability?

Sara Siddiqui: Very involved and intentionally so. At Inv-X, our marketing and product development functions work hand-in-hand. We believe that every market-facing message should be a reflection of platform reality.

I collaborate closely with our tech, UX and operations teams to ensure that user needs, pain points and feedback are continually integrated into our product roadmap. This alignment helps us stay honest in our marketing while delivering features that truly add value.

This collaboration also ensures continuity—what we say externally matches what users experience internally. In a startup, this integrity is vital for growth and retention.

TFS: How do you tailor your messaging for international audiences while retaining its national identity?

Sara Siddiqui: It’s about striking a balance. We lead by emphasizing that Inv-X is a proudly Saudi solution, born from Vision 2030. This roots our identity in purpose and national innovation.

At the same time, we frame the problem we’re solving—waste, obsolescence, environmental loss—as global. Inventory inefficiency exists in every region and every industry. So, our messaging adapts by highlighting shared challenges and localizing our solutions accordingly.

By maintaining this duality—local authenticity and global applicability—we’re able to resonate with diverse audiences without diluting our core values.

TFS: What role does data transparency play in how you market Inv-X’s environmental and financial benefits to clients and regulators?

Sara Siddiqui: Data transparency is not just a strategy—it’s a principle. For us, transparency empowers our clients and stakeholders to make better decisions.

For buyers and sellers, this means clear insights into material flow, environmental impact and recovery potential. For regulators, it means traceability, compliance and visibility into waste management practices.

By embedding transparency into our platform and marketing, we strengthen accountability while reinforcing the value of informed, data-driven decisions. In the long run, this builds deeper trust and broader adoption.

TFS: What do you believe is the biggest contribution Inv-X will make to the Vision 2030 transformation agenda?

Sara Siddiqui: Our biggest contribution will be mindset transformation. If we can help businesses see waste not as a problem but as untapped potential, we fundamentally shift the sustainability narrative.

Inv-X contributes to Vision 2030 by enabling economic diversification, encouraging environmental stewardship and catalyzing innovation. By creating value from what was once discarded, we’re making sustainability a business opportunity—not a cost center.

That alignment with Vision 2030 is what drives us every day.

TFS: What personal challenges and triumphs have shaped your leadership journey?

Sara Siddiqui: As a Saudi female entrepreneur in the tech and sustainability space, the journey has had its hurdles. Entering boardrooms where I was the only woman or navigating biases in traditionally male-dominated industries was not easy.

But those challenges shaped my resilience. They taught me to lead with empathy, clarity and conviction. I’ve learned to turn barriers into bridges—creating space for other women and diverse leaders in our ecosystem.

Those triumphs aren’t just personal milestones; they’re part of a broader movement towards inclusive entrepreneurship in Saudi Arabia and beyond.

TFS: Finally, what’s your vision for Inv-X five years from now—and how do you see your role evolving in leading that journey?

Sara Siddiqui: Five years from now, I see Inv-X as a global ecosystem—a digital marketplace and intelligence platform that powers circularity at scale. Our vision is to be the go-to solution for businesses worldwide looking to recover value from underutilized assets and excess inventory.

My role will evolve from being the voice of awareness to being the builder of community. I want to cultivate a culture around Inv-X where transparency, sustainability and circular innovation are not just buzzwords, but operational realities for all our partners.

TFS: Thank you, Sara. It’s been deeply inspiring to hear your journey, your clarity of vision and the transformative impact Inv-X is creating. We’re excited to see where this story leads next.

Sara Siddiqui: Thank you so much. I appreciate the opportunity to share our story and I hope it inspires more entrepreneurs to build with purpose. The future is circular—and we’re proud to be part of that change.