Ved founded the Apparel Group in 1999. The retail company has introduced over 85 brands across the Middle East, including Nine West, Tommy Hilfiger, Aldo, and Charles & Keith, and today has more than 2,100 stores in 14 countries. Ved is also an active member of the Young Presidents’ Organization and the Chief Executives’ Organization. She was the first female YPO member to set up a regional chapter, “YPO MENA STAR,” which focuses on gender equality. In 2010, Ved hosted a talk show called “Hi-Tea with Sima Ved,” which ran on Star Plus for 13 episodes.