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eMushrif

Category: AI in Government / Public Sector

An IoT and AI-powered smart mobility and safety solutions provider specializing in automated school transportation and corporate logistics. eMushrif was founded in 2016. The company is led by Adnan Al Shuaili. Based in Muscat, Oman. Team size: 100-150. Total funding raised: $10.8M. Latest round: Series B. Key investors include ["IDO Investments","Phaze Ventures","Oman Technology Fund (OTF)","Jasoor Ventures","Dtec Ventures"].

Founded
2016
Headquarters
Muscat, Oman
Team size
100-150
Total funding
$10.8M

Value proposition

Enhances safety and operational efficiency by transforming traditional transport into smart fleets through real-time IoT monitoring, automated attendance, and child-safety verification systems.

Products and solutions

["Smart School Bus System (IoT tracking, automated attendance, and visual child-check)","Corporate Commuting Management (Fleet optimization and employee tracking)","IoT Asset Tracking & Logistics (Real-time monitoring for high-value assets)","Smart City Infrastructure (Automated data collection and monitoring solutions)","Public Health Monitoring (Quarantine and compliance tracking systems)"]

Unique value

Pioneered the 'Visual Child Check' system in the GCC, which uses proprietary IoT hardware to ensure no student is left behind on school buses.

Target customer

Educational institutions, corporate enterprises, government agencies (Smart City initiatives), and parents.

Industries served

["Education","Transportation & Logistics","Smart Cities","Healthcare","Corporate Services"]

Technology advantage

A proprietary full-stack IoT platform with over 200,000 deployed devices, offering seamless hardware-software integration that is scalable across diverse verticals from education to public health.

How they differentiate

Proprietary full-stack IoT hardware integration (Visual Child Check) combined with AI-driven safety protocols, moving beyond simple GPS tracking to automated physical verification.

Main competitors

["SchoolVoice","Swvl","Tracki"]

Key partnerships

["Ministry of Education (Oman) - National school bus safety partner","Petroleum Development Oman (PDO) - Strategic collaboration for IT and talent development","Mowasalat (Oman National Transport Company) - Integration for public and corporate transport","Tareeqi (Acquisition) - Strategic entry into the Egyptian corporate commuting market","Regional Investors: IDO Investments, Phaze Ventures, and Oman Technology Fund (OTF)"]

Notable customers

["Ministry of Education (Oman)","Petroleum Development Oman (PDO)","Mowasalat (Oman National Transport Company)"]

Major milestones

["Founded in 2016 in Muscat, Oman","Raised $2.3M Series A in December 2020 to scale regional operations","Acquired Egyptian corporate commuting platform Tareeqi in 2021","CEO Adnan Al Shuaili recognized in Forbes Middle East 30 Under 30","Closed $7.5M Series B in February 2024 for GCC-wide expansion"]

Growth metrics

Deployed over 200,000 IoT devices; expanded operations into 4 countries; acquired Egyptian startup Tareeqi to accelerate corporate mobility growth.

Market positioning

Regional leader in Smart City mobility and safety, positioned as a high-security government and enterprise partner.

Geographic focus

Oman, Saudi Arabia, United Arab Emirates, and Egypt.

Patents and IP

No specific public patents disclosed; relies on proprietary IoT architecture and trade-secret software algorithms.

About Adnan Al Shuaili

Adnan Al Shuaili is the Co-Founder and CEO of eMushrif. He began his career as a Petroleum Engineer at Petroleum Development Oman (PDO), where he worked for over four years (2012–2016) before transitioning into entrepreneurship. Under his leadership, eMushrif has grown from a school bus tracking startup into a regional leader in IoT and Smart City solutions. He was recognized in the Forbes Middle East 30 Under 30 list in 2020 and has received the Order of Royal Commendation from His Majesty Sultan Haitham bin Tarik for his contributions to the Omani tech ecosystem.

Official website: