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JASBIR BASSI
A Vision of Compassionate Leadership
Jasbir Bassi's journey from a small Karama office in 1997 to leading the Car Fare Group, a major U.A.E. car rental brand with over 3,000 vehicles, is a powerful story of resilience and vision. Her path was shaped by her background as the daughter of an Indian Army officer and the wife of a prominent businessman, Mr. K. S. Bassi, instilling in her a unique blend of discipline and entrepreneurial courage.
Leading Car Fare to Market Leadership
Car Fare has completed more than 25 years of success and growth in the U.A.E. They operate as the Car Fare Group, which comprises RENT-A-CAR, WORKSHOP, AUTO DETAILING, and USED CAR divisions. Starting off with a modest fleet of 5 cars and a single outlet, our fleet size now boasts over 3,000 cars with multiple locations across the U.A.E. Jasbir says we humbly state that CAR FARE is a brand to reckon with. We are an organic, home-grown local entity with a stand-alone position in the market, competing head-on with international and other well-known brands. We remain strong and committed to keeping our space secured always.
Jasbir Bassi’s journey with Car Fare is a testament to how persistence, clarity of vision, and a commitment to values can transform small beginnings into a legacy of success. From navigating early challenges to building a brand that resonates across the U.A.E., she continues to prove that leadership is not just about growth but about setting standards and staying true to one’s roots.
As she looks ahead, her focus remains on innovation, adaptability, and customer-first service, ensuring that Car Fare evolves with changing trends while preserving its strong foundation. Her story is an inspiration for entrepreneurs who aspire to create businesses that endure, reminding us that with resilience and purpose, the road to success is always within reach.
Awards and Appreciation
Car Fare Group has been awarded the Dubai Quality Appreciation Award 2023.
Mrs. Jasbir Bassi has been featured in the Sikh 100 Edition 2024, alongside Prominent Sikh Personalities on an international platform.
Jasbir Bassi, has been awarded the Black Swan Award for Women Empowerment-2018, The Gulf News Being She Award for Excellence in Transportation 2024, The Wonder Women Award 2023, The Global Business Impact Award 2025 - by the Dubai International Business Awards and Investors Summit Season-3, The Emirates Loves India Awards 2025 along with Prominent Business Personalities in the U.A.E.
A Deep-Rooted Commitment to Philanthropy
Empathy and compassion have always been integral to Jasbir Bassi’s personality, shaping her commitment to making meaningful contributions to society. For her, giving back is not a choice but an obligation, one that she has embraced through active involvement with numerous local and international organizations. Education, particularly for girls, remains a cause closest to her heart. She has adopted the Jyoti Saroop Kanya Asra orphanage in India, where orphaned girls of different age groups are provided with food, shelter, and education.
Her philanthropic journey extends to initiatives in the Gulf as well. She has supported Dubai Cares, an initiative of Sheikh Mohammed Bin Rashid Al Maktoum dedicated to the education of underprivileged children, along with contributions to the Rashid Center for People of Determination and Al Noor Center for children with special needs. At an international level, she has collaborated with the UNHCR to support higher education for refugee children, with plans to further her involvement in global initiatives under the organization.
True to her values, Jasbir responds swiftly to humanitarian needs wherever they arise. Recently, she adopted ten families in flood-hit Punjab, India, pledging to support them until their lives return to normalcy. For her, no opportunity to help the less fortunate goes unnoticed. Her journey reflects a deep-seated belief that compassion in action can transform lives, and she continues to dedicate herself to creating positive change both in the GCC and beyond.
The Guiding Principles of Car Fare
The company's success is built on a strong foundation of principles that Mrs. Bassi strongly upholds:
- VISION: Lead the group towards innovative mobility solutions.
- MISSION: Sustainability and growth in par with evolving markets.
- VALUES: Honesty and integrity emblemed in our business strategies.
Looking ahead, Mrs. Bassi remains focused on innovation, adaptability, and customer-first service, ensuring Car Fare continues to evolve while preserving its strong foundation. Her story is an inspiration, demonstrating that with resilience and purpose, lasting success is always within reach.