Sustainable Innovation Masafi has positioned SOURCE as the world’s first renewable and sustainable bottled water, launched in the UAE in 2021, signaling a strong sustainability-led growth strategy that can be leveraged to target environmentally conscious retailers, hospitality partners, and corporate procurement programs.

New Market Entry The introduction of SOURCE and Masafi’s ongoing push into GCC markets presents opportunities to upsell premium water and eco-friendly beverages to supermarkets, hotels, gyms, and corporates looking to differentiate with sustainable product lines.

Brand Reputation With a multi-decade presence since 1977 and a global wellness positioning, Masafi can be positioned as a premium, trusted supplier to high-end hospitality chains, premium grocers, and wellness-forward consumer brands seeking reliable supply and brand prestige.

Tech-Enabled Outreach Masafi utilizes modern tech tools (Microsoft 365, Oracle, analytics platforms) which can be leveraged to enable targeted sales segments, CRM-driven account targeting, and data-backed campaigns to secure big-volume contracts and retail shelf placements.

Growth Profile With revenues in the mid hundreds of millions and a sizable employee base, Masafi appears capable of scaling partnerships for bulk supply, contract manufacturing, and private-label opportunities with retailers and regional distributors across the Gulf and beyond.