Corporate

Corporate Snapshot
Masafi Co. LLC is one of the leading FMCG brands in the Gulf and Middle East. It has an enviable portfolio of world-class products renowned for their pure natural freshness.

Since when have you been operating?
Masafi has been operating since 1976.

What is the paid up capital of Masafi?
Masafi was established with a paid-up capital of approximately $5.5 million.

Where is your factory located?
Masafi operates a 250,000 square-metre state-of-the-art bottling and manufacturing facility located close to the source – several rich underground springs in Masafi, a mountainous region in Ras Al Khaimah, United Arab Emirates.

Can you please elaborate on your product portfolio?
Masafi has grown from a pure, natural mineral water brand and today boasts of a wide product portfolio which includes tissues, juices, flavoured water, potato chips and basmati rice.

What are your working hours?
Our official working hours are from 8 am to 6 pm, Sunday to Thursday. Our factory timings are from 8 am to 6 pm, Saturday to Thursday.

What is Masafi’s current market share?
Masafi’s share in the UAE bottled water market is more that 40 per cent.

Where do you export your products to?
Masafi exports 30 per cent of its products to different countries. The major importers in volume terms are Oman, Kuwait, Japan, Qatar, Bahrain, Saudi Arabia, Afghanistan, Jordan, Djibouti, Syria, Bahrain, Morocco, Taiwan, Germany, UK, Bangladesh and Pakistan.

Is Masafi eco-friendly? How do you reinforce commitment to environment?
Masafi is committed to the environment in which it operates. Masafi maintains its position at the head of proactive ecological initiatives in all markets it operates in. Masafi launched its Carbon Action Plan in July 2008 – which saw the unveiling of the corporate recycling service – a unique initiative aimed at reducing the environmental impact of plastic bottles. As part of the initiative, Masafi requested UAE-based companies employing 200-plus people to hand over plastic bottles for recycling purposes.

The plastic collected is sent for pre-processing in Masafi’s plant in Ras Al Khaimah and then shipped for recycling to Fujairah where it is re-worked into non-food plastic applications within the UAE. We have also launched numerous other initiatives to further the cause of environment. In short, Masafi is all about family, about well being and about natural goodness and a sustainable future!

What is your approach to recycling?
All Masafi products are recyclable. The company also takes the responsibility for recycling its products after use.

What about your packaging?
Masafi adopts revolutionary packaging concepts which are eco-friendly. Our Brown Carton Box and the Biodegradable Shrink Wraps reinforce our commitment to the environment.

What are the reasons behind diversifying your product portfolio since your launch?
Masafi LLC launched its operations in 1976 with its pure, natural mineral water. We later on diversified into a number of segments, including tissues, juices, flavoured water, potato chips and basmati rice, as part of our long-term strategy towards becoming a total FMCG company.