Masafi

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.

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

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

• Bottled water
• Hygiene products
• Home water delivery
• Water purification
• Sustainable packaging

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. 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.
2. Hygiene Products Sales: Secondary revenue from tissue products, baby wipes, and hygiene kits sold through the same distribution channels as water products.
3. Corporate Account Sales: Dedicated B2B sales channel for corporate customers, offering bulk orders and business account services.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core 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.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct 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

• YouTubeyoutube.com/user/masafico
• Facebookfacebook.com/Masafi
• Instagraminstagram.com/masafi
• Xx.com/MasafiCo

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Masafi