Jasbir Bassi Interview
Jasbir Bassi, Chairperson of Car Fare Group, is a visionary leader who transformed a modest five-car operation into one of the UAE’s most trusted vehicle rental and leasing companies. With over 25 years of dedication, she has guided the company with discipline, innovation, and a strong customer-first approach. Her journey reflects a deep passion for mobility solutions, a commitment to empowering people, and a belief in giving back to the community. Under her leadership, Car Fare Group continues to thrive while contributing meaningfully to society through impactful philanthropic initiatives.
The Humble Beginnings
We started the interview by asking, “What inspired you to start Car Fare Dubai and how has the journey evolved over 25 years?”
Jasbir Bassi replied, “Car Fare Group was founded by my husband, Mr. K.S. Bassi, and myself, driven by our mutual passion for cars and mobility solutions. We began with a very modest fleet of just five cars and a single outlet, but we carried with us a strong vision and the determination to create a reliable, customer-focused travel service. Our consistent hard work, entrepreneurial spirit, and commitment to quality helped the company grow step by step. Every challenge became an opportunity to refine our services and learn more about the evolving needs of our customers. Over the years, this consistency enabled us to expand our fleet, elevate our standards, and build long-lasting relationships with clients across the UAE. Looking back, the journey from five cars to becoming a recognized leader in the vehicle rental and leasing industry is a testament to our dedication, teamwork, and unwavering belief in our mission.”
Recognitions That Reflect Leadership
The Arab Today: Car Fare Dubai has received significant recognition. How do these awards reflect your leadership?
Jasbir Bassi replied, “Awards such as the Black Swan Award for Women Empowerment and the Being She Award for excellence in the transportation sector are incredibly meaningful to me. They represent not only my personal journey but also the collective hard work of the entire Car Fare team. For me, these recognitions are not just trophies; they are reminders of the values we hold dear—service excellence, inclusivity, and innovation. As a leader, I believe recognition comes when you remain committed to creating real impact, both inside and outside your organization. These awards reflect the importance of building a company culture where every individual feels empowered to contribute and grow. They also highlight my belief in women’s empowerment, as I strongly advocate for giving women opportunities to lead, thrive, and make a difference. For me, success is only meaningful when it lifts others alongside you.”
A Commitment to Giving Back
The Arab Today: Car Fare has contributed significantly to social causes. What drives your philanthropic vision?
Jasbir Bassi replied, “Giving back to society has always been close to my heart. I believe that the true measure of success lies not only in financial achievements but also in the positive change you create in people’s lives. Our donation of 5 million dirhams to Dubai Cares was driven by the belief that education can transform the future of children in underprivileged communities. Supporting the Rashid Center for People of Determination with vehicles and building a multi-purpose hall in my late husband’s memory were also deeply personal initiatives. These actions reflect my commitment to carrying forward his legacy of compassion and service. For me, philanthropy is not about charity; it is about responsibility. Businesses thrive because of the communities around them, and it is our duty to uplift those communities. My vision is to ensure that Car Fare Dubai continues to stand for generosity, empathy, and social good.”
What Sets Car Fare Apart
The Arab Today: What distinguishes Car Fare Dubai from other vehicle rental and leasing companies?
Jasbir Bassi replied, “What makes Car Fare Dubai stand out is our commitment to people and quality. While many companies focus on scale or low costs, we have always believed in providing personalized and dependable service. Every client, whether an individual traveler or a large corporation, receives the same attention, care, and reliability. We invest in understanding customer needs, adapting quickly to industry changes, and delivering solutions that go beyond expectations. Over the years, this approach has helped us build lasting trust with clients who return to us again and again. Innovation is also at the core of what we do. From upgrading our fleet to adopting efficient systems, we ensure that our services are always ahead of the curve. Ultimately, it is our human touch—our dedication to making every customer feel valued—that has allowed Car Fare Dubai to earn its reputation as a market leader.”
People at the Heart of the Business
The Arab Today: Employee welfare is something you emphasize. How do you ensure your team thrives?
Jasbir Bassi replied, “My employees are truly the heart of Car Fare Dubai, and their well-being has always been my top priority. I believe that when you take care of your team, they will naturally take care of your customers and your business. Over the years, I have ensured that even during the most difficult times, such as financial challenges or crises, our employees were supported in every way possible. This includes not only financial stability but also emotional support and flexibility when they needed it most. I strive to create a culture of trust, growth, and mutual respect where employees feel valued and motivated to give their best. Many of our team members have been with us for years, which speaks volumes about the strong bonds we share. For me, success is not only measured in numbers but in the smiles and loyalty of the people who work beside me.”
Leadership Shaped by Discipline
The Arab Today: As a woman entrepreneur in a competitive industry, what challenges have you faced and how did you overcome them?
Jasbir Bassi replied, “As the daughter of an Army Officer, discipline and a strong sense of responsibility have always been core aspects of my personality. These values shaped my leadership from the very beginning. I have led the company since its inception, and at no point did I feel anything that contradicted my gender or limited my role. For me, success has always been about being educated, well-informed, and having a clear, strong vision. These qualities—not gender—are what truly carry a leader forward. I have always believed in creating an inclusive environment where both men and women work together with mutual respect, building synergy and strength as a team. When the workplace culture supports equality and professionalism, everyone thrives. My experience has shown me that leadership is defined by capability and character, and when those are in place, gender becomes irrelevant to one’s potential or success.”
A Vision for the Future
Lastly we asked, “What is your vision for the future of Car Fare Dubai?”
“The future of Car Fare Dubai excites me because I see tremendous opportunities for growth and innovation. We are looking at expanding our services through digital platforms, offering more eco-friendly travel solutions, and embracing new technologies that make customer experiences even smoother. The UAE is a hub of innovation and progress, and I want Car Fare Dubai to mirror that spirit by being at the forefront of change in the travel and hospitality sector. Beyond business growth, my vision also includes continuing our social contributions, ensuring that our success translates into meaningful impact for communities. I want Car Fare Dubai to not only be remembered as a successful company but also as an organization that cared deeply for people—customers, employees, and society at large. For me, the journey ahead is about building a legacy of excellence, compassion, and empowerment that future generations can be proud of.” Jasbir Bassi concluded
Connect with Jasbir Bassi on LinkedIn
For more information visit Car Fare
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