Etisalat Rebrands as e& Afghanistan, Expands Digital Services Strategy

DID Press: Afghanistan’s Etisalat telecom operator has officially rebranded as e& Afghanistan, marking a new phase in its digital transformation strategy, while its mobile financial services platform will now operate under the name e& Money.

Company officials said the rebranding is part of a broader effort to expand digital, financial and technology-driven services in Afghanistan and align with the global identity of its parent group.

Abdullah Al Jaziri, the company’s chief executive, said e& Afghanistan aims to provide more advanced telecommunications and digital solutions through the adoption of modern technologies. He added that the company’s mobile financial services will henceforth be offered under the e& Money brand.

The operator, which began operations in Afghanistan in 2007, is part of the UAE-based e& and currently serves more than seven million active subscribers across the country.

The rebranding comes as the group continues to unify its global brands and increase its focus on digital services, fintech solutions and next-generation connectivity platforms in multiple markets.