Koudsi founded NCH in 1978. His career began in Dubai in 1974 as a manager at City Pharmacy, and he was among the first 100 pharmacists licensed by the U.A.E.’s Ministry of Health & Prevention. Under his leadership, NCH expanded into pharmaceuticals, nutraceuticals, and functional foods, while collaborating with global pharmaceutical companies like Tecnimede, Jamp Pharma, and Polpharma. The company has also introduced international brands in the U.A.E. such as Trace, CBDFx, Enervit, and One Degree Organics. In 2024, NCH opened a 37,000-square-foot warehouse.