As part of TECHx Media’s Women in Tech series, we sat down with Sunita Bhatia, CEO and Founder of TSSC FZCO, to trace her journey, a story that begins in the corridors of The Indian High School, winds through the early tech scene of Dubai, and today, continues to inspire a new generation of IT leaders.

A New Life in Dubai

April 15, 1975. An 11-year-old girl arrived in Dubai from Mumbai. Nervous but hopeful. That girl was Sunita Bhatia.

Dubai, once a holiday home, now became permanent. Her father had moved here in 1952, post the India-Pakistan partition, seeking better prospects. Her mother stayed in India to raise Sunita and her siblings, embodying courage and sacrifice.

Family and community support made the transition easier. The city, still finding its identity, began to shape hers too.

Values and Education

Raised in a home grounded in culture, discipline, and strength, Sunita’s childhood was defined by high expectations and strong principles. Leadership came naturally. From being a Prefect to House Leader at The Indian High School, she enjoyed taking initiative.

She graduated high school in 1982, then moved back to India for her Bachelor of Commerce. In 1986, she returned, ready to begin a new chapter in Dubai, the city she now called her own.

Early Impressions of a Changing Society

In the 70s and 80s, the UAE was transforming. The idea of women in corporate offices was still new. But her sister Mala changed that narrative, joining an international bank in 1976. It was a turning point.

Sunita saw the possibility of women stepping into finance, business, and eventually, tech. That shift gave her the courage to pursue her own professional goals.

Entering the Workforce

In 1996, as a mother of a four-year-old, she made a pivotal decision, to start working.

She began as a receptionist at SCE Computers, now FDC International. While it may have seemed a modest role, it introduced her to the world of IT.

And crucially, she worked under a woman leader who empowered her. That mentorship gave Sunita the belief that she could succeed in a male-dominated industry. She transitioned into sales, and a deep passion for computer hardware was born.

Breaking into Tech

The late 90s saw a booming IT landscape in Dubai. Sunita was ready.

She joined Asbis Middle East FZE, a well-known name in IT distribution. It was a career-defining move. She rose through the ranks to become Country Sales Director, managing the introduction of global hardware brands into the Middle East.

This role wasn’t just about numbers, it was about building relationships, strategizing growth, and leading in a fast-changing market. It was also about proving her credibility in a space where women were still the minority.

She did all of that, and more.

Facing Challenges Head-On

Being a woman in tech during the 90s wasn’t easy.

Sunita focused on performance, not barriers. Her results earned respect. Over time, she became the example, not the exception.

Setbacks came. Market shifts. Company changes. Personal roadblocks. But she kept realigning. Each challenge shaped her leadership style: calm, intentional, and persistent.

Founding TSSC

In 2005, she founded TSSC. What started as a leap of faith has now become a well-regarded name in the IT distribution sector.

The company is built on trust, resilience, and industry insight. Sunita’s role today goes beyond leading. It’s about mentoring, preserving values, and creating a path for those who will follow.

One of them is her son, Dipesh. Young, driven, and aware of the evolving tech landscape, he is stepping up to carry the TSSC legacy forward. His presence brings continuity, innovation, and purpose to the company’s next chapter.

Recognitions and Milestones

In 2021, Sunita was awarded “Most Impactful Corporate Career” by Indian Women in Dubai (IWD). The recognition honored her decades-long contribution to the tech space.

She’s also featured in Faces of UAE, a platform that celebrates leaders across the country. Her journey, deeply rooted in the UAE’s own growth story, reflects resilience and impact.

Looking Ahead

2025 marks 29 years in tech and 20 years of entrepreneurship. Sunita’s legacy is still in motion.

The focus now is on building intentionally. Ensuring the foundation she laid continues to empower future leaders. Staying true to the values that shaped her.

Final Message to the Industry

“Stay curious,” she says. “Technology changes every day. But your core, your integrity, clarity, and passion, should stay constant.”

Her advice to aspiring professionals is clear. Don’t chase trends. Build with purpose. Let values guide decisions. And above all, lead with intent.

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