In an exclusive interview with Lana Time, Dyuti Parruck, co-founder of Decisive Zone, reflected on the journey of building one of Dubai’s fastest-growing business setup firms and how a moment of uncertainty became the foundation of his success story.
During the conversation, Parruck spoke about the early days of Decisive Zone, which began as a small team focused on helping entrepreneurs navigate the complex process of starting a company in the UAE. “When COVID hit, people were losing jobs and didn’t want to leave the country,” he recalled. “That’s when our phones started ringing. Everyone wanted to know how they could stay — and the answer was by setting up their own business.”
He explained how that surge of calls marked a turning point for the company. What began as a modest operation in 2019 grew rapidly as thousands sought to secure their future in Dubai. “We started with two or three people and within months we were hiring hundreds,” Parruck said. “That period taught us that challenges can actually open new doors if you stay focused.”
Parruck also discussed the daily realities of entrepreneurship, from cash-flow struggles to leadership under pressure. “Every founder faces moments when giving up seems easier,” he said. “But if you surround yourself with the right people, share one vision, and keep moving forward, things begin to align.”
Speaking about leadership, Parruck described his approach as leading by example rather than control. “I never micromanage. I do it first, let the team see it, and then encourage them to do better,” he said. He believes communication and trust are the strongest motivators in any growing organization.
The discussion also touched on innovation. Parruck revealed that Decisive Zone is developing new technology to simplify documentation and compliance for entrepreneurs across the UAE. “Our goal is to process client documents in minutes,” he said. “We want to make starting a business in Dubai as easy as booking a flight.”
Looking ahead, he shared a broader vision aligned with Dubai’s 2040 Urban Master Plan. “We want to play our part in bringing more entrepreneurs to Dubai,” he said. “Each new company creates jobs, opportunities, and adds to the city’s story.”
When asked what keeps him going, Parruck’s answer was simple: “Success and recognition come later. What matters is purpose. I want to build something that lasts and inspires others to dream bigger.”
