E-Paper
Sign In
Tue, Jan 20, 2026 | Shaban 1, 1447 | Fajr 05:45 | DXB 
22.2°C
iPhone | iPad
Android
Lead with vision, growth and purpose — A journey of tax in the UAE
Featuring insights from Aunali Merchant, Partner – Direct Tax and Ankur Jain, Partner – Indirect Tax at MMJS Consulting.
In the UAE’s rapidly evolving tax landscape, leadership rooted in clarity, expertise, and long-term vision has never been more essential. At the forefront of this transformation is MMJS Consulting, led by Surandar Jesrani, Managing Partner and Group CEO of MMJS Group. His deep presence in the region has built a strong foundation for the firm’s growth.
Today, Surandar is joined by two dynamic leaders, Aunali Merchant, Partner – Direct Tax and Ankur Jain, Partner – Indirect Tax at MMJS Consulting, who together represent the next wave of tax leadership driving MMJS Consulting’s growth within UAE. Their combined perspectives, guided by Surandar’s forward looking leadership, reflect a unified vision: Building a firm that leads with purpose, innovation, and unmatched teamwork.
Recommended For You
How their journey into tax began
For many, tax is a career one grows into. For Aunali and Ankur, it was an early and natural calling.
“A blend of logic, law, strategy, and commercial reality, tax sits at the centre of every major business decision. Since my second year of chartered accountancy, I knew this was my path. Working with Big 4 firms in India and the UAE helped me build a broader, more practical perspective,” says Aunali.
Reflecting on his journey, Ankur shares: “Indirect tax fascinated me because of its dynamic, transaction-level complexity. My decade-long Big 4 experience across India, Malaysia, and the UAE, especially during GST and VAT implementations, shaped my understanding of businesses and strengthened my passion for this field.”
How MMJS happened
“A four-hour weekend call with Surandar changed everything,” recalls Aunali. “I instantly aligned on Surandar’s vision and alignment of our values. I left that call with a strong conviction that this is the place for me. It was more than 8 years ago but still feels like yesterday.”
Ankur adds: “I joined the party later, but one long coffee with Surandar was enough for me to see the clarity of his vision. I was sure that together, we will make something big. Leading the Indirect Tax team in the UAE and Oman today is a realisation of that dream, although we laugh saying its just the start.”
The UAE tax landscape:
> Past, present and future
> Few regions have seen tax evolve as rapidly as the UAE.
The early years were about building the foundation, introducing VAT then Corporate Tax and Transfer Pricing aligning with global norms. Today is about consistency and clarity. Tomorrow will be driven by analytics, digital transformation, and deeper integration with global frameworks.
Speaking on the importance of E-invoicing, Ankur says: “E-invoicing isn’t just compliance. It’s about data integrity, real-time reporting, and efficiency. We’re helping clients assess systems, integrate with FTA, and prepare for implementation."
Aunali notes: “Tax used to be a simple discussion. Now it’s central to corporate strategy. With the UAE becoming a global business hub, tax has become a key metric of governance. Tax brings structure, boosts investor confidence, and signals economic maturity. Pillar 2 is another significant shift that will redefine how multinational groups plan and report. For the GCC, it’s directly tied to diversification and competitiveness, making tax a pillar of economic identity.”
What sets the firm apart and why client choose MMJS?
MMJS Consulting has grown into a leading regional tax practice with 150+ professionals across the GCC.
“We operate as One GCC, One Firm. Whether clients deal with us in Riyadh, Dubai, Bahrain or Muscat, the quality and experience remain identical. This unity and agility are rare in this industry and region,” Ankur highlights. “Quality and delivery are non-negotiable. Clients know they can rely on us, and in a field like tax, trust is everything, our 500+ clients are testiment to this fact."
Aunali adds: “We’re not a general advisory firm that has tax. We are a tax firm — specialised, focused, and built around technical depth. We don’t do cookie-cutter solutions. Every client gets something designed specifically for them. With multiple taxes now in place, integration is essential. Our teams collaborate across borders and tax types, giving clients holistic, seamless solutions.”
Building a team that can lead the region
Both leaders share a strong philosophy on talent. “We hire for curiosity. If you’re curious and have intent, everything else can be taught. Tax needs thinkers, not just technicians” Aunali explains.
“We give every team member an identity and nurture them to become future managers or/ and leaders. This ownership drives excellence across the board,” says Ankur.
The challenges and the lessons
“The speed of regulatory change forces us to stay ahead,” says Ankur. “Clients expect quick and practical solutions. So we upskill, we train, we debate and sharpen our capabilities.”
Aunali adds: “And then there’s the perception challenge. People think tax is dull or stressful. Our job is to simplify it into something implementable.”
A final word
As the discussion wrapped up, Surandar shared how fulfilling it is to build leaders and learn from each other. Much of it comes down to empower right people — true leaders will find their own way and carve their own path. "Your role is simply to guide them with the wisdom of your experiences. I’m proud to have Ankur and Aunali beside me in the UAE on this exciting journey of building MMJS,” says Surandar .
In a region undergoing historic economic transformation, tax is becoming one of the most powerful tools shaping the future. With leaders like Aunali and Ankur steering MMJS Consulting with clarity and purpose, the profession is not just evolving but inspiring and welcoming the next generation of problem-solvers.
Don’t just scroll. Know it all. Sign up for your daily UAE news fix.
Get the top stories of the day right in your inbox.
