Riham Ellaw: Leading Modernisation in a Traditional Business

For Riham Ellaw, Executive Board Member and Business Development Director at Egypt’s Nassar Group, the path to modernising a traditional family business was never going to be easy. As the first woman in her family to step into the male-dominated steel industry, she faced scepticism from founders who believed transparency threatened their control, employees who feared change, and even family members reluctant to embrace new ways of working. Yet her determination to blend respect for tradition with the urgency of innovation has become the driving force behind the business’s evolution.

In this episode, Riham shares her journey of navigating digital transformation and governance reform. From implementing ERP systems to restructuring authority and redefining leadership, she reveals the emotional battles, strategic compromises, and bold vision that are guiding Nassar Group into a new era. Her story is a testament to the power of persistence, the importance of clarity, and the necessity of preparing a family business for the future – even when the road is anything but smooth.