From a small office in Karama to building one of the most recognized car rental brands in the U.A.E., Jasbir Bassi’s journey is a story of resilience, determination, and vision. What began with just five cars in 1997 has grown into Carfare Group, a trusted name that now manages a fleet of over 3,000 vehicles with multiple divisions serving thousands of customers across the country.
As the daughter of a retired Army officer and the wife of a seasoned businessman, Jasbir’s path was shaped by discipline, perseverance, and entrepreneurial courage. Over the past 25 years, she has not only steered the company through challenges but also positioned Carfare as a strong, home-grown brand that competes confidently with global players. Her story offers valuable lessons in staying grounded, adapting to change, and leading with conviction.
Readers are invited to explore the full journey of Jasbir Bassi, a leader who continues to set benchmarks in the car rental industry while inspiring the next generation of entrepreneurs.
From Army Roots to Entrepreneurial Beginnings
Could you briefly tell us about your background and how it led you to start your business?
My name is Jasbir Bassi, and I am the daughter of a retired Army officer in India. I came to Dubai in early 1994. I married prominent businessperson K. S. Bassi in 1992. After a failed attempt to settle abroad, we found our true calling in Dubai. Following some initial setbacks, we decided to open a rent-a-car outlet in Karama in a small space in 1997. That is how CARFARE RENT A CAR was born. We chose the brand name, which stands for “A CAR and its FARE – CARFARE.”
Building a Trusted Home-Grown Brand
What does your business focus on, and how is it positioned in the market?
Carfare has completed more than 25 years of success and growth in the U.A.E. We operate as the Carfare Group, which comprises RENT-A-CAR, WORKSHOP, AUTO DETAILING, and USED CAR divisions. Starting off with a modest fleet of 5 cars and a single outlet, our fleet size now boasts over 3,000 cars with multiple locations across the U.A.E. We humbly state that CARFARE is a brand to reckon with. We are an organic, home-grown local entity with a stand-alone position in the market, competing head-on with international and other well-known brands. We remain strong and committed to keeping our space secured always.
Adapting to Innovation and Future Trends
What are your plans for growth or expansion in the near future?
I have led the group since its inception and always believed in staying grounded in our roots while building our future. We aim to set realistic goals with a focus on market trends and consumer demands, which change rapidly in today’s world. The future of the car rental industry is A.I.-driven, with increasing demand for E.V. and hybrid models where customers are spoilt for choice. We strive to keep our fleet updated by inducting the latest and most user-friendly vehicles regularly, along with competitive pricing and after-sales services.
Staying Consumer-Focused in a Changing Market
How has this year impacted your business, and what are your goals moving forward?
Carfare Group has always kept pace with market trends. Our plans will continue to remain consumer-focused at all times. We strive to differentiate ourselves with our dedicated, personalized, and customer-first services. Every single customer at Carfare is unique, and we promise to satisfy their needs and build their loyalty for the future. Our lease-to-own program, whereby we provide any car and customize the deal to the customer’s choice, is running successfully and gaining momentum.
Lessons in Resilience and Perseverance
What advice would you give to startups or entrepreneurs in your industry?
My honest advice to all people who plan to start any type of business is to first believe strongly in your concept and know everything about it, the pros and cons. Do not get carried away by glitz and glamour, as the reality is harsh in this world. However, stay focused, determined, and resilient, as success does not happen overnight. It is the result of sheer hard work and perseverance. Nevertheless, always aim higher and keep moving toward your goals. Stick to your basic concepts, and remember that growth should always be built on traditions and values.
Leading by Example and Embracing Change
Any other thoughts that you would like to share with our viewers?
We live in a world that is constantly changing and very fast-paced. To keep up, we must be flexible and adaptable to new trends. By doing so, we can sustain our business models and pave the way for the future. I lead by example each day. My motivation and inspiration to the team always serve as a stress buster and boost to their confidence. A strong and reliable team keeps businesses steady and moving forward.
Conclusion
Jasbir Bassi’s journey with Carfare is a testament to how persistence, clarity of vision, and a commitment to values can transform small beginnings into a legacy of success. From navigating early challenges to building a brand that resonates across the U.A.E., she continues to prove that leadership is not just about growth but about setting standards and staying true to one’s roots.
As she looks ahead, her focus remains on innovation, adaptability, and customer-first service, ensuring that Carfare evolves with changing trends while preserving its strong foundation. Her story is an inspiration for entrepreneurs who aspire to create businesses that endure, reminding us that with resilience and purpose, the road to success is always within reach.
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