With the advancement of time and human civilization, the idea of leadership has gone through its evolution at a simultaneous pace.
Scholars, philosophers, and leaders themselves have all tried to lend their definition to the term leadership. However, not one definition has been able to stand the test of time as expectations related to leadership have been fragile and ever-changing.
However, the complexities of our time call for leaders who possess a unique blend of vision, adaptability, and an unwavering commitment to making a difference on a global scale. These leaders are the architects of change, paving the way for a brighter, more sustainable future.
Durana Elmi is an example of a leader whose life and work exemplify the essence of global leadership.
As the Founder of Cymbiotika, a wellness brand on a global mission to bridge the gap between health and nutrition, Durana embodies a holistic approach to wellbeing that is both refreshing and inspiring.
Fittingly, Duran Elmi features on the Cover of Exeleon Magazine’s Most Inspiring Global Women Leaders to Follow.
The Early Years
Born of Afghan heritage but raised in the United States, Durana’s early years was a delicate dance between tradition and modernity. As an Afghan girl navigating the American landscape, she grappled with the intricate task of balancing her family’s deeply rooted traditions with the allure of the American lifestyle.
Growing up in America, Durana often found herself forming clubs with her friends and naturally taking on leadership roles within them. Her early inclination towards guiding, supporting, and inspiring others planted the seeds of leadership within her.
“My journey as a leader and entrepreneur traces back to my childhood,” Durana shares. “I realized that even then, I found fulfillment in being someone who could rally others towards a common goal.”
Years later, her entrepreneurial journey began when she, along with her husband Shahab Elmi, owned their first Cricket Wireless store. She recalls, “It was then that I realized I loved the notion of being my own boss and owning my own time.”
The Cymbiotika Vision
Through their individual experiences, Durana and her husband realized that there was a notable lack of transparency within the wellness industry. This realization became even more daunting when they began contemplating the products they were giving to their daughters.
This lack of transparency left them, like many others, unsure about the quality and efficacy of the health and wellness products they were using.
Durana explains, “The inception of Cymbiotika was driven by a shared desire to bridge this gap and provide people with transparent products they could truly trust.”
The name “Cymbiotika” itself reflects the harmonious relationship the brand aims to create between our bodies and the products they offer. It encapsulates the idea of symbiosis – a mutually beneficial interaction between us and nature. It signifies the balance the company strives for, where the products nourish and support the body, enabling individuals to thrive in synergy with their surroundings.
5 Core Values
Spearheaded by Durana, Cymbiotika is built on 5 core values: Knowledge, Transparency, Sustainability, Community, and Excellence.
These values have allowed the company to deliver unmatched results from the research and development phase to the product innovation phase.
With the brand line of “Safe for the body. Safe for the home. Safe for you,” Cymbiotika produces a range of supplements that improve your overall wellbeing by filling the nutritional gaps caused by modern-day diets.
The company uses the most advanced bioavailable absorption technology and sources only the highest quality plant-based nutrients to resolve specific nutritional deficiencies and support healthy aging, detoxification, and longevity.
Moreover, Cymbiotika steers away from using synthetics, GMOs, fillers, chemicals, preservatives, additives, or sugar substances in its products.
With a commitment to transparency and the relentless pursuit of excellence, Durana and Shahab Elmi have created a line of supplements that not only fill nutritional gaps but also empower individuals to make healthier choices for their bodies.
Personal Fitness
Durana’s philosophy on health and fitness is a testament to her unwavering commitment to living life to the fullest. She believes that health and fitness are not isolated aspects of our lives but rather the driving forces behind everything we do.
She mentions, “For me, health and fitness serve as the very core of how we navigate our lives.”
Maintaining her own fitness level is a key priority in her day-to-day life. Her daily routine revolves around activities that keep her physically and mentally fit. “I kickstart my mornings with a 30-minute high-intensity interval training (HIIT) workout,” she adds.
Moreover, Durana engages in tennis sessions three days a week in the evenings, thus adding a fun and dynamic element to her overall fitness routine.
According to her, prioritizing health and maintaining fitness equips individuals with the energy, clarity, and resilience needed to tackle each day with confidence and purpose. It’s a holistic approach that encompasses physical vitality, mental well-being, and the determination to overcome challenges.
However, Durana emphasizes that fitness isn’t her sole focus. “I believe that nourishing my body is just as important.”
She makes conscious choices when it comes to her daily diet, ensuring that the foods she consumes provide her with the necessary fuel for her body to thrive.
She elaborates, “This dedication to fitness and health is integral to my daily routine, as it empowers me to approach each day with vitality and enthusiasm.”
For those who are just beginning their journey towards a healthier lifestyle and incorporating fitness, Durana offers valuable advice:
Approach it as an act of self-love. It’s important to remember that every step you take towards better health is a testament to your commitment to yourself. Instead of feeling overwhelmed by the process, focus on taking small, intentional actions each day.
Consider it a journey of owning your day with purpose – one day at a time. By making gradual improvements and celebrating each milestone, you’re cultivating a positive relationship with your well-being.
The Road Ahead
Looking ahead, Durana is filled with excitement about the future of Cymbiotika.
“Internally, I’m eager to nurture the growth of our team and foster the development of emerging leaders within our organization. It’s a privilege to watch our team members flourish and contribute to our shared vision.”
“Externally, I’m particularly enthusiastic about the expansion of Cymbiotika’s offerings. We’re venturing into areas such as homecare, pet products, and even a children’s line,” she adds.
These endeavors allow Cymbiotika to extend its mission of holistic well-being to various aspects of life. Durana is thrilled to witness the positive impact Cymbiotika can have on individuals, families, and even pets, filling her with a sense of purpose and excitement for what’s to come.
