RUMI Consultancy is a Kabul-based media and communications firm. Since launching in 2011, Rumi has grown to be the Afghan market leader in creativity and professionalism. We help clients achieve their business goals and reach their full potential by developing multimedia products, designing communications strategies, and conducting evidence-based research. Rumi pursues projects selectively and in line with our values, uplifting and enriching Afghan society. Like our namesake, the thirteenth-century Afghan poet Mawlana Jalaluddin Rumi, we're passionate about reaching our audience with substantive messages in beautiful forms.


Rumi is values-driven. We work and live by our core values: to pursue excellence, to inspire, and to work towards a better world. 


Rumi was originally created to combat misinformation and misrepresentations of Afghanistan, both internationally and at home. As Afghan professionals who are communicators and creatives at heart, we believe we need to be shaping the narrative. We tell stories that are nuanced, research-based, and grounded in local realities—stories to intrigue, inspire, and drive change. Our work has taken us to all 34 provinces, yielding rare glimpses into Afghanistan's diverse subcultures and ways of life. Our clients prize our deep cultural awareness, high standards, and consistent social ethic. Through our business and charitable endeavors, we set trends in the industry and work for Afghanistan's future.


We promote an inclusive, motivating, and positive work environment. Our team members are young and highly creative, and Rumi strives to create a space that nurtures these qualities.


We hire from diverse sections of society and prize gender inclusivity. Women serve in senior leadership positions in Rumi, from consultants to project managers, and we carefully represent Afghanistan's ethnic and gender diversity in our media—one of the many reasons our clients are proud to work with us.


During our employees' time at Rumi, we invest in their growth personally—by fostering socially conscious citizens of the world—and professionally, through our mentorship, training, and career-building programs.


Given Afghanistan's unpredictability, Rumi takes serious measures to ensure its employees' safety. Our Kabul headquarters are well-equipped with modern security technology, 24-hour surveillance, and trained security personnel. We constantly monitor the local security situation and update our staff so they can plan their movements safely.


  • Chief Executive Officer (CEO) Najib Sharifi

    Najib is a thought leader and has been one of the country's foremost influencers in the communications and media domain for over a decade now. Having worked with some of the world's top news organizations, including the New York Times, BBC, CNN, National Public Radio (NPR), and the Washington Post, and having served as senior political officer for the Office of the Special Representative of the European Union for Afghanistan, Najib is equipped with the skills, training and network to engineer discourse shifts and drive positive change. His decade-long work in the media development and media regulation sector, particularly his experience in promoting press freedom as part of Afghan Journalist Safety Committee and Afghan Journalist Federation has given him intimate knowledge of Afghanistan's media landscape. Najib is a prolific writer and is frequently called upon to comment on political and social issues in Afghanistan. His writings have appeared in many global media outlets, including Al Jazeera English, the South Asia Global Affairs Journal and Foreign Policy Magazine. He has also appeared as an analyst in discussions at the Brookings Institute and the United States Institute of Peace (USIP). In recognition of his efforts towards promoting non-violence and unity, Najib has also been recognized as a 'Peace Hero' by Peace Museum Vienna. Najib graduated as a Medical Doctor from Kabul Medical University. In 2009, he was awarded a Humphrey/Fulbright Scholarship and studied Public Policy and Leadership at the University of Maryland in the U.S. He was also awarded Alexandros Petersen Scholarship and got master's degree in Conflict, Security and Development from the War Studies Department of King's College London.

  • Chief Operating Officer (COO) Suleiman Amanzad

    Suleiman Amanzad is the Chief Operations Officer at Rumi Consultancy. Suleiman has almost a decade of media and communications experience supplemented with a management degree from the American University of Afghanistan. Suleiman has managed projects with multi-national and national clients including the World Bank, USAID, Afghanistan's Presidential Palace and much more.  Suleiman is also a documentary Filmmaker. His documentary depicting his life journey during the war and beyond The Light in the Cave was screened in international film festivals including the Open City London Film Festival, Bayside Australia Film Festival, and ATUMN Human Rights Film Festival. Suleiman is a recipient of the AMENDS Fellowship in 2014 and a Kennedy-Lugar Youth Exchange Study program participant in 2009.

  • Program Manager Aidan Lewis

    Aidan Lewis joined Rumi Consultancy in 2018 as a Program Manager. He acts as liaison for several Rumi clients, ensuring project delivery and quality. His special focus is concept development and writing. Aidan was raised in Afghanistan, India, and the United States. Before retracing his childhood steps to Kabul, he worked in the publishing industry and as a freelance editor, writer, and writing consultant. Aidan has edited or advised on numerous published books, from anthologies and autobiographies to monographs and manuals. He holds an MA in South Asia and Global Security from King's College London and a BA in English and Comparative Literary Studies from Occidental College. A native English speaker, he has a good working knowledge of Dari and a basic knowledge of Hindi.