Masafi
Masafi is a UAE-based bottled water producer founded in 1977 that sources natural water from the Masafi Mountains. It sells Pure, Zero, Alkaline, and rPET water variants plus hygiene products via owned delivery fleet and D2C channels across the UAE.
- Company typePrivate
- Founded1977
- HeadquartersDubai, United Arab Emirates
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Masafi does
Masafi is a privately held UAE consumer goods company founded in 1977 and headquartered in Dubai, specializing in bottled water and adjacent hygiene products. The company sources natural water from underground wells in the Masafi Mountains and produces four core water sub-brands — Masafi Pure (standard natural mineral water), Masafi Zero (sodium-free), Masafi Alkaline (pH9 ionized water with electrolytes), and Masafi rPET (water packaged in 100% recycled plastic) — across pack sizes from 125ml cups to 15.14L gallon jugs. It has extended beyond water into hygiene products including facial tissues, baby wipes, and hygiene kits. All SKUs are marketed as BPA-free, and the underlying technology stack is conventional FMCG water treatment and bottling with sustainable packaging innovation rather than any software- or AI-driven differentiation.
The company operates a fully direct-to-consumer commercial model. Orders are captured through its e-commerce site (www.masafi.com), a branded mobile application on iOS and Android, a UAE call center (600525256), and email, then fulfilled by a company-owned delivery fleet that processes orders before 5 PM for next-day delivery across the UAE. Pricing is unit-based, ranging from AED 7.50 for entry-level 200ml packs to AED 28.50 for premium rPET 24-pack cases, with no subscription or recurring billing disclosed. A separate corporate account program targets offices, hospitality, and event buyers with bulk ordering, while the website carries social media channels (Facebook, Instagram, YouTube) for brand engagement.
Masafi is incorporated as Masafi Company LLC in the UAE with 501-1,000 employees. It is identified as a key player in the UAE bottled water market, valued at USD 1.61B in 2025 and projected to reach USD 3.51B by 2034 (8.6% CAGR), competing alongside global majors including Nestlé, Danone, PepsiCo, and Coca-Cola. Operations are geographically confined to the UAE, with no disclosed revenue, no public funding history, no parent company, and no enterprise customer logos in the source material.
Masafi firmographics
Firmographics- Name
- Masafi
- Legal name
- Masafi Company LLC
- Website
- https://masafi.com
- Company type
- Private
- Founded year
- 1977
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Masafi is a UAE-based bottled water producer founded in 1977 that sources natural water from the Masafi Mountains. It sells Pure, Zero, Alkaline, and rPET water variants plus hygiene products via owned delivery fleet and D2C channels across the UAE.
- Ownership category
- akta.pro rank
Masafi industry classification
Industry- Product category
- Bottled Water
- NAICS
- Bottled Water Manufacturing (312112)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Bulk Bottled Water Production (Large Format, Home/Office Delivery) (AFAFACAH)
- akta.pro secondary industries
- Alkaline/Ionized Bottled Water Production (AFAFACAG), Purified/RO Bottled Water Production (AFAFACAC), Flavored/Enhanced Bottled Water Production (Essenced, Vitamin, Electrolyte) (AFAFACAF)
Keywords
Where Masafi is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices1 record
Markets served
Masafi business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Bottled Water Sales: Primary revenue stream from selling bottled water products in various formats (gallons, 5L, 1.5L, 500ml, 330ml, 200ml, 125ml) under Pure, Zero, Alkaline, and rPET brands. Products sold through e-commerce, mobile app, and direct delivery.
- Hygiene Products Sales: Secondary revenue from tissue products, baby wipes, and hygiene kits sold through the same distribution channels as water products.
- Corporate Account Sales: Dedicated B2B sales channel for corporate customers, offering bulk orders and business account services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Budget-friendly water options (AED 7.50 - AED 19.99) |
| Unit Pricing | Pay-as-you-go | Mid-range premium water (AED 20.00 - AED 22.99) |
| Unit Pricing | Pay-as-you-go | Sustainable rPET premium options (AED 13.25 - AED 28.50) |
| Unit Pricing | Pay-as-you-go | Premium Alkaline water (AED 10.25 - AED 22.40) |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
Masafi product offering
Product offeringCore offering
Masafi produces and delivers bottled drinking water in multiple variants (Pure, Zero-sodium, Alkaline pH9 with electrolytes, and rPET in 100% recycled bottles) sourced from underground wells of the Masafi Mountains in the UAE, available in formats ranging from 125ml cups to 4-gallon (15.14L) containers. The portfolio also includes hygiene products such as facial tissues, silky tissues, car tissues, and baby wipes. Products are sold directly to households and businesses across the UAE via e-commerce, mobile app, call center, and a company-owned delivery fleet offering next-day fulfillment.
Product overview
Masafi is a UAE-based consumer goods company established in 1977, operating as a multi-category portfolio business. The core product line centers on bottled water brands (Pure, Zero, Alkaline, and rPET sustainable packaging) in sizes ranging from 125ml cups to 5-liter containers and 4-gallon jugs, available in shrink-wrapped multipacks, cartons, and gallon formats. The company has expanded beyond water into hygiene products (tissues and baby wipes). All products are delivered directly to consumers and businesses across the UAE through an owned delivery fleet, with ordering available via mobile app, website, call center, and email.
Differentiator
Problem solved
Functional benefit
Brands
- Masafi Pure: Natural drinking water sourced from underground wells of Masafi Mountains, low in sodium, BPA-free, rich in natural minerals.
- Masafi Zero
- Masafi Alkaline
- Masafi rPET
- Masafi Hygiene
Products and services
- Masafi Pure Premium drinking water sustainably sourced from underground wells of the Masafi Mountains in the UAE, low in sodium, rich in natural minerals, BPA-free, and available in multiple pack sizes from 125ml to 4-gallon (15.14L) containers.
- Masafi Zero Sodium-free natural drinking water sourced from the Masafi Mountains, containing zero sodium, zero BPA, and zero additives, designed to help maintain healthy blood pressure while providing hydration.
- Masafi Alkaline pH9 ionized alkaline natural water sourced from the Masafi Mountains and enhanced with electrolytes for faster hydration, improved blood circulation, and detoxification.
- Masafi rPET Premium natural water from the Masafi Mountains packaged in bottles made from 100% recycled plastic (rPET), combining sustainable packaging with low-sodium mineral content and BPA-free formulation, available in 500ml and 1.5L formats.
- Masafi Hygiene / Tissue Products Hygiene product line including facial tissues, silky tissues, car tissues, boutique tissues, and baby wipes, available in various pack sizes and ply options, distributed through the same channels as Masafi water products.
- Home Delivery Service Direct-to-consumer delivery service operating 08:00AM to 05:00PM daily within the UAE, fulfilled by company-owned vehicles and staff, with orders placed by 5PM delivered the next day.
Companies that use Masafi
Customer profileSegments3 records
Ideal customer profiles2 records
Masafi technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Masafi partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights5 records
Masafi competitors and assessment
Company assessmentDirect peers
- Al Ain Water: Al Ain Water is the UAE's other flagship domestically bottled water brand, owned by Agthia Group. Directly competes with Masafi across retail and home/office delivery channels in the UAE and is the closest direct head-to-head peer.
- Mai Dubai: Mai Dubai is a UAE-based bottled water company serving both retail and bulk 5-gallon home delivery. It directly competes with Masafi on the home/office delivery model in Dubai and the broader UAE.
- Oasis Water: Oasis Water is a regional bottled water and home delivery brand in the GCC, comparable to Masafi in product format (5-gallon bottles), customer segment (households and offices), and distribution model.
Broad incumbents
- Danone (Aqua / evian): Danone is a global beverage major with major bottled water brands (Aqua, evian, Volvic) and is explicitly cited alongside Masafi as a key player in the UAE market, making it a directly comparable multinational incumbent.
- PepsiCo (Aquafina): PepsiCo's Aquafina is a globally distributed purified bottled water brand and a cited competitor in the UAE. Comparable as a broad incumbent with massive distribution scale and marketing spend.
- Agthia Group: Agthia is the Abu Dhabi-listed food and beverage conglomerate that owns Al Ain Water. It is a broader incumbent operating across multiple F&B categories and is comparable to Masafi as a regional F&B peer with bottled water at its core.
- Nestlé Waters (Pure Life): Nestlé Pure Life is the global bottled water giant and a stated competitor in the UAE market. It is comparable as a broad incumbent offering purified bottled water across the same retail and foodservice channels.
- Coca-Cola (Dasani / BonAqua): Coca-Cola's Dasani and BonAqua brands compete in the UAE bottled water category. Comparable as a broad incumbent leveraging global bottling and distribution infrastructure.
Regional players
- Tanmiah Food Company: Tanmiah is a Saudi-based food and beverage company serving the GCC with adjacent product categories. While not a direct water competitor, it is a comparable regional, privately-influenced FMCG peer operating in the same broader Gulf consumer landscape.
Emerging players
- Alkalign (Alkalife): Alkalife is a UAE/GCC-focused alkaline and ionized water brand. It directly overlaps with Masafi's Alkaline pH9 product line as a category-specific niche competitor targeting health-conscious consumers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Masafi social profiles
Digital presenceMasafi compliance and trust
Trust signalCompliance1 record
Masafi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Masafi leadership team
Management profileNumber of profiles
Masafi funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Masafi M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Masafi
What does Masafi do?
Masafi produces and delivers bottled drinking water in multiple variants (Pure, Zero-sodium, Alkaline pH9 with electrolytes, and rPET in 100% recycled bottles) sourced from underground wells of the Masafi Mountains in the UAE, available in formats ranging from 125ml cups to 4-gallon (15.14L) containers. The portfolio also includes hygiene products such as facial tissues, silky tissues, car tissues, and baby wipes. Products are sold directly to households and businesses across the UAE via e-commerce, mobile app, call center, and a company-owned delivery fleet offering next-day fulfillment.
Is Masafi a public or private company?
Masafi is a private company. It is classified as unknown and is currently operating.
When was Masafi founded?
Masafi was founded in 1977. It employs 501 to 1,000 people.
Where is Masafi based?
Masafi is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does Masafi make money?
Three revenue lines are on record. Bottled Water Sales are the primary driver. The others are hygiene Products Sales and corporate Account Sales.
Who are Masafi's main competitors?
Direct peers on record are Al Ain Water, Mai Dubai and Oasis Water. Broad incumbents are Danone (Aqua / evian), PepsiCo (Aquafina), Agthia Group, Nestlé Waters (Pure Life) and Coca-Cola (Dasani / BonAqua). Tanmiah Food Company is listed as a regional player. Alkalign (Alkalife) is listed as an emerging player.
Does Masafi have an API?
No public API is recorded for Masafi.
What industry is Masafi in?
Masafi's product category is Bottled Water. Its primary akta.pro industry code is AFAFACAH, Bulk Bottled Water Production (Large Format, Home/Office Delivery), with a secondary code of AFAFACAG, Alkaline/Ionized Bottled Water Production. Its NAICS code is 312112 and its SIC code is 2080.