Water World - UAE by StratCom Global

WATER WORLD SPECIAL REPORT | NOVEMBER 24, 2014

every drop

counts

WATER IS THE DRIVING FORCE OF ALL NATURE

WATER WORLD WATER WORLD Special Report NOVEMBER 24, 2014

Stay hydrated

EDITORIAL

The health benefits of drinking are manifold

Executive Editor

Patrick Michael

Supplements Editor

Suchitra Steven Samuel Sub-Editor

Sadiq Shaban Reporters

Farhana Chowdhury Suneeti Ahuja-Kohli

PRODUCTION Designers

Mohammad Ejaz Khan Sidharthan Imaging

Venugopal Prabhu

ADVERTISING Director Advertising

Haroon Qureshi

Senior Advertising Manager (Supplements)

Philip Smith

AN INITIATIVE BY:

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By Sadiq Shaban

rinking water does wonders to the human body. It not only increases energy levels but also relieves fatigue. The human brain is mostly comprised of water, therefore drinking a few litres of water each day helps you think, focus and concentrate better. What is more, increased water levels help you become more alert, boosting your energy levels. Those looking at loosing weight can benefit from drinking copious amounts of water. Besides it reduces food intake by filling up the tummy (if taken prior to meals). Water effectively removes byproducts of fat and spikes metabolism. Consuming adequate amounts of water also helps in removal of body waste through sweat and urination, which reduces the risk of kidney stones and UTIs (urinary tract infections). More water consumption can reflect in the complexion of your skin. Water has been known to have moisturising quali-

ties. It keeps your skin fresh and free of oil. Dehydration can make your skin look more dry and wrinkled but once you are adequately hydrated, the kidneys take over and excrete excess fluids. Drinking enough water can also combat skin disorders such as eczema, psoriasis, dry skin, wrinkles and spots.

Water has been found to be an effective cure against flu and other related ailments. Besides strengthening our immune system, drinking several glasses of water regularly leads to a reduced risk of bladder and colon cancer. Researchers have found that water has the ability to dilute the concentration of cancer-causing agents in the human urine. â&#x20AC;&#x201D;sadiq@khaleejtimes.com

Contents Putting safety first

Practise eco-consciousness

Refreshingly pure

Pure water healthy life

An underappreciated industry

Quality assurance

Dedicated to consumer value

Life in every drop

Harnessing technology

14 KHALEEJ TIMES | NOVEMBER 24, 2014

WATER WORLD

Putting

safety first Bottled water market in the UAE is booming BY Sadiq Shaban

he UAE consumes more potable water per capita than any other country. Bottled water enjoys widespread consumption across all emirates. This is in tune with the popularity of safe drinking water globally. Worldwide the bottled water market is estimated to be well over $100 billion. By 2018, the market is estimated to reach $195 billion, reflecting a compound annual growth rate (CAGR) of over 10 per cent for the five-year period 2013 to 2018. Consumption in the UAE bottled water sector is forecasted to touch 768 million litres by next year. With the hospitality industry being one of the mainstays of the economy, emirates like Dubai have witnessed an unprecedented demand for bottled water in recent years. More than 1,500 different brands of bottled water, inclusive of different sizes, are registered with the Dubai Municipality. This is over and above the water sold by local water companies. There are more than 150 drinking water producing and importing companies in the UAE. Major bottle water distributors like Crystal land water, Jeema water, Desert springs water and Yanbua have established an efficient network in the country. While Crystal land water is processed and packaged in a fully automated, mod-

Consumption in the UAE bottled water sector is forecasted to touch 768 million litres by next year.

KHALEEJ TIMES | NOVEMBER 24, 2014

ern manufacturing facility utilising innovative processing technologies, Jeema water is considered chemically and microbiologically pure. It is totally free from any impurities and undergoes a natural and gradual process of filtration. With no additives and preservatives, Desert springs water has a fleet of vehicles to ensure quick, safe and prompt delivery at the customer’s doorstep, free of charge. While the importance of bottled water cannot be negated, health practitioners note that water purifiers are also vital for clean drinking water. Since many people drink tap water, they may be prone to drinking water contaminants that could be present in tap water. One of the best ways to ensure pure, contaminant-free drinking water is through the use of a point-ofuse filtration system. Water purifiers are especially important for pregnant women, who must drink pure water as traces of lead in drinking water can cause severe birth defects. Forbes and Hydro Pure are some of the best brands of water purifiers available in the UAE market. However that is not to say that tap water isn’t

fit for consumption. In fact UAE ranks among the safest countries in the world when it comes to tap water consumption. The Emirates Authority for Standardisation and Authorisation (ESMA) defines unbottled drinking water as water suitable for human consumption supplied to consumers by a water distribution system, public or private, sourced from wells, springs, or any source of surface water that complies with the ESMA standard code. Besides being an inexpensive option, authorities time and again assure that the water leaving its purification plants is safe to drink but consumers must extend caution regarding the water stored in the building’s water tanks. Therefore while the Dubai Electricity and Water Authority (DEWA) and Sharjah Electricity and Water Authority (SEWA) leave no stone unturned to make sure that only clean water is made available to its consumers, whether one uses it for consumption or cooking depends on individual preferences. This also leaves us with the option of opting for a good water purifier or bottled water of choice. Some of the reputed bottled water brands like Ferrarelle, Aquafina, Arwa, San Pellegrino, Super Gulf, Qvarzia, Oxygizer, Nestle Purelife, Crystal, Evian and Masafi come from mountains and springs or from underground sources which is desalinated across the country in several plants. The processes employed by most manufacturers are designed to meet international standards for purity and freshness. These companies meet the ISO 9001:2008 quality system along with HACCP:2006 standard for the processing, manufacturing and supply of natural mineral water. From April 1 this year the quality of bottled drinking water in the UAE can be verified by checking whether the product has been approved by the ESMA, in which case, it will contain the Emirates Quality Mark (EQM). ESMA has already instructed all companies and manufac-

turers located in the UAE to assure compliance with the new requirements. The UAE is also making sure that all traders and distributors importing drinking water to the UAE will also be subjected to the scheme. This is to make sure that the drinking water industry in the country is complying with the toughest global standards after being monitored all along the process — from initial manufacturing till the bottle is on the shelves. Notably, ESMA also checks material used in the production process, such as coolers, bottles, containers, tankers and pipelines to ensure that they are good quality for maintenance of the water and are environment friendly. Violators and those failing to comply with the new rules are faced with fines ranging from Dh30,000 to Dh100,000, depending on the severity of the violation. —sadiq@khaleejtimes.com

More than 1,500 different brands of bottled water, inclusive of different sizes, are registered with the Dubai Municipality. KHALEEJ TIMES | NOVEMBER 24, 2014

WATER WORLD

Practise eco-consciousness

Refreshingly

pure Dubai Crystal Mineral Water Company offers premium drinking water drawn from fresh underground sources in Hatta

Smart initiatives drive UAE’s water conservation efforts BY Farhana Chowdhury

BY Farhana Chowdhury

The concept and culture of conservation is not limited to consumption reduction. It is about optimal consumption that smart practices are adopted to help reduce wastage and stop needless waste and costs. — Eng. Suhail bin Mohammed Faraj Al Mazrouei, the UAE Minister of Energy, and Chairman of the Board of Directors of FEWA

ater is a source of life, as over 60 per cent of our human bodies are solely composed of the liquid. The figure alone is enough to explain just how important it is for sustenance. Besides consuming it as a drink, water is intricately connected to every day life — from being a soluble to providing solutions — it supports the fragile structure of life. As a metropolitan nation, the UAE is at zero risk of infected or impure water, and residents have easy access to it for usage. However, it’s also due to the availability of water that it is often wasted. There are many instances of unnecessary usage — from leaving the tap on while brushing teeth to using a hose to wash cars. Water conservation is an important concern in the UAE as global reports state that the country is known to be one of the biggest consumers of resources in the world. The UAE’s water consumption per capita alone is 550 litres per day, which is higher than the global average of 170300 litres per day. These alarming statistics have given rise to conferences such as the International Water

KHALEEJ TIMES | NOVEMBER 24, 2014

Summit, where experts from all over the world are invited to discuss, share and discover opportunities on a common platform for the benefit of the region’s water sector. To further promote better water usage, government authorities in the UAE have joined together to raise awareness and educate residents on ways to go about their daily routine while keeping in line with conservation efforts. The Dubai Electricity and Water Authority (DEWA), for instance, is actively involved in campaigns and other activities to raise the awareness of the city’s residents towards the need to conserve precious water resources. DEWA’s recent report stated that it served over 580,678 customers with water, and produces 470 million imperial gallons per day in 2013. The number of water accounts increased to 591,059 by the end of the second quarter of 2014. It aims to keep in line with the Dubai Integrated Energy Strategy 2030, introduced by the Dubai Supreme Council of Energy, where it seeks

» Continued on page 8

n eco-conscious brand with extensive food industry experience, Dubai Crystal Mineral Water is one of the leading producers of bottled water in the Gulf, freshly drawn from an underground source in Hatta. The company utilises its own protected water source located 950 feet underground, and proprietary PET performs, bottles and caps on the site to maintain consistent quality of the product. Dubai Crystal Mineral Water, established in Dubai in 2001, currently boasts a strong presence across the world, with an extended distribution reach to countries including Iran, Oman, Saudi Arabia, Bahrain, Qatar, Kuwait, Germany and the UK. “There are currently four plants in the Gulf. The first plant was established in the year 1989 in Iran. It’s a big market and we have good agents and distributors in the Gulf that ensure a wide reach. We’ve been there for more than 25 years now and expanding rapidly and planning to start new plant in Georgia,” said Shahram Raheb, Managing Director, Raheb Group. Its composition and quality also meet international bottled water standards, which further opened up channels of export from Middle East to Far East and Europe. From a technical perspective, the company Dubai Crystal Mineral Water uses state-of-the-art machinery, including a high-speed bottling facility that produces 18,000 bottles per hour. Future plans include increasing production units to achieve 45,000 cases of bottled water per day to keep in line with consumer demand. Crystal Mineral Water is exposed to

Shahram Raheb, Managing Director

There are a number of new regulations put in place, especially for water plants, by the UAE government to control the health and safety of consumers in the UAE. We are happy with this and support the idea. — Shahram Raheb

air for less than a second, eliminating any chance of contamination. Its unique safety caps further prevent air from entering the bottle, or water from leaking out of the bottle, ensuring safe consumption and consistent quality. “There are a number of new regulations put in place, especially for water plants, by the UAE government to control the health and safety of consumers in the UAE. We are happy with this and support the idea.” he said. Besides meeting stringent European Union standards and American International Quality ISO 9001:2000, Crystal Mineral Water is HACCP-certified and an active member of the International Bottled Water Association (IBWA), a US-based authority that aims to promote a sustainable industry and healthy lifestyle.

“Looking at PET bottles and caps, our new lines will be reducing about 40 per cent of the weight. We are aiming to be more environmentally friendly with this move. Our company works as hard as possible to reduce the carbon foot-print in our products for a greener impact on the environment. For over the past five years, the company has supported charities and sports events across the UAE,” Raheb added. To date, Crystal Mineral Water offers drinking water in 200 ml, 500 ml and 1.5 litre varieties, alongside facilities to produce five gallon bottled water. It also plans to introduce glass bottles and flavoured water by next summer. Other ventures include beverages and food products under the brand name Rabee and Crystal. “We are one of the biggest manufacturers of rose water and rose oil, under the Rabee brand, which is available in different varieties. The Rabee brand is quite well known in the Middle East. We also offer other food products such as pickles, vinegar, lemon concentrate, tomato paste, ketchup, hot sauce, etc; as well as herbal extracts including chicory, willow and mint for medicinal purposes,” he said. Adding to its portfolio, the company also offers private labels on its bottled water for clients looking for a cost-effective way to advertise or mark their presence at key industry events. It currently caters to hotels, catering and private companies. — farhana@khaleejtimes.com KHALEEJ TIMES | NOVEMBER 24, 2014

WATER WORLD

Pure water healthy life

Practise eco-consciousness » Continued from page 6 to reduce the demand for water and energy by 30 per cent by 2030. Water conservation for DEWA is entwined with Smart Dubai initiatives in order to help customers take advantage of digital options to understand and control their usage. This is done through Smart Applications that provide a userfriendly platform for users to learn more about their consumption and its correlation to their monthly bills. The Federal Electricity and Water Authority (FEWA) launched a conservation campaign in December 2013, titled “Together, Change is Possible” that aims to develop a culture of conservation across various sectors in the emirates, including households, mosques, schools, government and private organisations. “The concept and culture of conservation is not limited to consumption reduction. It is about optimal consumption that smart practices are adopted to help reduce wastage and stop needless waste and costs,” said Eng. Suhail bin Mohammed Faraj Al Mazrouei, the UAE Minister of Energy, and Chairman of the Board of Directors of FEWA. The Sharjah Electricity and Water Authority (SEWA) have also undertaken its own initiatives to promote water conservation. Recent news reports that Sharjah residents are the top conservers in the emirates, thanks to SEWA’s drive to install water-saving devices, such as faucet aerators, for free. This move reduced consumption by about 40 per cent (200 litres per capita per day), a rate within United Nations recommendations.

UAE families switch to filtered tap water XX Wash your car with a bucket of soapy water and use a nozzle to stop the flow of water from the hose between rinsing. XX Skip that bath. A quick shower saves an average of 20 gallon (76 litres) of water. XX Water your garden/yard before 8am or after 6pm. As much as 30 per cent of water can be lost to evaporation by watering the lawn during midday. Water in several short sessions rather than one long one. This will help allow your lawn to absorb moisture better than one straight 30-minute session. XX Add a water-efficient device to your faucets and shower heads. XX Check for leaks in outdoor faucets, pipes and hoses, and if you have a pool, cover it to reduce evaporation. XX Check sprinkler system valves periodically for leaks and keep the heads in good repair. Make sure your sprinkler is placed so it only waters the lawn, not the pavement, and avoid sprinklers that spray a fine mist; this increases evaporation. (Courtesy: DEWA)

The Dubai Electricity and Water Authority is actively involved in campaigns and other activities to raise the awareness of the city’s residents towards the need to conserve precious water resources.

KHALEEJ TIMES | NOVEMBER 24, 2014

The birth of the National Energy and Water Research Center (NEWRC), an analysis wing of the Abu Dhabi Water and Electricity Authority (ADWEA) established in 1998, is an ideal example of the UAE capital’s dedication to economically secure water sustainability. From a business perspective, ADWEA plans to invest an estimated $300 billion in water sustainability infrastructure projects in the GCC region before 2022, further driving conservation efforts. “Water is something that we all take for granted in Abu Dhabi. The smallest changes to how we use resources can make a significant difference. Simply taking shorter showers or washing cars with a bucket instead of a hose will have a real impact. What we do now will shape the future for the next generation, water is precious and we need to recognise it and treat it as such," said Khadija bin Braik, Manager of Waterwise, an initiative of the Regulation and Supervision Bureau — an independent regulatory body for the water, wastewater and electricity sector of Abu Dhabi. These are but a few of the UAE’s heroes armed with a mission to improve attitudes towards water consumption and give rise to a breed of eco-conscious residents who can do their part to secure water resources for generations to come. — farhana@khaleejtimes.com

ap water in the UAE is healthy and 100 per cent safe when treated by government bodies that ensure processing in a hygienic and professional manner for drinking and other kitchen purposes. However, its quality erodes when it sits in neglected storage tanks or runs through poorly maintained pipes in residential buildings. These are among the reasons why people avoid tap water for drinking purposes in the UAE. Landlords are responsible for maintaining the condition of storage tanks and quality of water for tenants. As an alternative, the other option many choose is bottled water that is considered safe for drinking, assuming all companies assure that they follow standard rules approved by the UAE Ministry. The unified regulation, approved by the UAE cabinet last year, saw Resolution 26 of 2013 in place, where compa-

nies have to comply with the new rules. There are currently about 154 small and big companies of bottled water registered in the UAE and to date, only 18 companies comply with the new rule. The presence of such problems force people all over the world to look for alternative ways to purify water. One of the most effective solutions for drinking water purification is the installation of a multi-stage filter. Such a filter is able to eliminate odours and improve the taste of water. There are many species of bacteria that can be destroyed only under special circumstances, and this is possible with the help of specialised multi-stage water filter. Now there is a huge variety of water purification systems in the market, but only few companies are able to provide good purification systems with a strong focus on after-sales service such as Hydropure Water Technologies, which has been present in the UAE since 2006; Aqua pure Water Technologies and Aquafresh Water Technologies. Hydropure Water Technologies, Aqua

Pure Water Technologies and Aquafresh Water Technologies are among the leading water purifier companies in the UAE with 100 per cent confidence of supplying the best quality of specialised multistage water filtration system and services in the UAE market. The water from these purifiers is 100 per cent safe and healthy and stands up to World Health Organization (WHO) and GCC Standard Organization (GSO) standards. A one-time installation of any purification device is not enough. It needs proper quality checks and services along with the replacement of consumable parts to ensure the freshest and safe water for consumption. Filters are 100 per cent safe if used properly and should be bought from reputed companies. So before buying any water purifiers, make sure that you check the profile of company because it’s a matter of your health. Opt for Hydropure Water Technologies, Aqua Pure Water Technologies and Aquafresh Water Technologies products for quality drinking water.

WATER WORLD

An underappreciated industry The water bottling industry has a number of obstacles that need to be addressed BY Jasim Parker

he UAE’s water bottling industry continues to face many issues that need joint efforts to overcome challenges. Here are some concerns affecting the industry: Groceries, supermarkets and watchmen are the core resellers of various brands of reusable five gallon bottles in the market. These resellers tend to lose empty five-gallon water bottles or fail to return them to the original water company, as there are no proper systems in place to track deliveries. Some resellers also resort to selling empty five gallon bottles to scrap dealers for a quick profit of Dh5 per bottle. It costs the water company approximately Dh16 to Dh20 to make one new empty reusable five-gallon bottle, whereas the same bottle is filled with

water and sold in the market to resellers for Dh4 to Dh5. If empty reusable five-gallon water bottles are not returned to water-bottling companies, then these companies face a huge loss by not receiving the ‘bottle deposit’ from customers. Many labour camp and residential customers return the bottles in an unacceptable condition, which need to be thrown away as they are no longer suitable for refilling. This in turn increases losses for water companies. Customers also misuse five-gallon reusable bottles for split-unit AC water collection, and as paint, oil or kerosene storage drums.

KHALEEJ TIMES | NOVEMBER 24, 2014

Residential customers often fail to inform water-bottling companies when going on leave or moving to a new accommodation. They tend to leave the empty or full bottles unattended in front of their homes. Sales staff from water companies are forced to give up on such customers after multiple visits and are left wondering their whereabouts. Water company staff often face discrimination from customers. Most water-bottling companies run in losses from inception, and very few receive profits. The quality of water produced by all water-bottling companies is very good and meets strict municipality requirements, ISO standards, as well as HACCP requirements. Most are also certified as per ESMA regulations, a UAE initiative launched by the government to ensure quality water manufacturing facilities and practices. The owner of each water company invest huge amount of money to set up production plants. The cost of living, visa costs, rents, raw material costs, diesel costs, and other expenses have risen in the past 15 years. However, the price of fivegallon water bottles is still the same as 15 years ago. The water industry in the UAE does not have a dedicated platform for water companies to gather and discuss their problems and identify solutions to their problems. Employees, suppliers, landlords, banks and all parties involved in the sector receive their payments on time, except for the owner. The owner does not receive any profit due to cut-throat competition from other companies along with huge losses on lost and damaged bottles. Although the water-bottling industry faces big losses, owners of these companies continue to invest money into the industry in hopes that things will change and customers will start paying deposits for the bottles, keep bottles clean, stop reselling empty bottles to scrap companies, return empty bottles to its rightful owner, avoid misuse of empty bottles, and inform water companies about accommodation relocation, leave and vacations. Finally, please respect all water salesman, as they continue to provide you with water – a basic necessity of life. The writer is an Independent Social Entrepreneur.

Yanbua

Quality assurance Yanbua drinking water combines sophisticated and modern technology to meet high international standards and delivers superior water quality to its customers

ater forms the very source of life, and the human body requires the right balance of minerals in it for sustenance. With this in mind, Yanbua, established in 1998, took on the initiative to deliver high functional values in its packaged drinking water. A reputed organisation presently owned by Hussain Abdul Sathar, Yanbua drinking water combines advanced technology and quality content to keep in line with international standards. To date, it is one of the fastest growing brands in the drinking water industry in the UAE. It is present in Sharjah and Ajman with more than 100 operating routes that deliver fresh water to the doorstep of every customer. Yanbua drinking water has received prestigious certifications like HACCP, ISO22000:2005 food safety management systems and DAC from United Registrar of Systems. These accreditations ensure that the products manufactured meet the predetermined specification. By establishing and implementing the GSO and

Yanbua drinking water is privileged to announce the expansion of its new distribution channel to Dubai soon.

international standards, the organisation strives consistently to achieve excellence in the areas of quality assurance and sustaining customer relations. Equipped with the best in machinery from Europe, the UAE and the US, Yanbua drinking water currently distributes fivegallon packages that are processed and bottled in its plant. The organisation provides and maintains the infrastructure needed to manufacture quality products that meet predetermined specifications and ensure customer satisfaction. This includes wellconstructed buildings and properly designed interiors with proper workspace, staff room, lab and associated utilities for its team. It also provides necessary process equipment for production. Yanbua drinking water utilises sophisticated and modern technology. The process of purification includes reverse osmosis, multimedia filters, carbon filters, micron filters, UV and ozonisation, each process ensuring the finest quality. Each five-gallon polycarbonate bottle is thoroughly washed and sanitised in municipality-approved solutions before the filling process. Capped and sealed, the bottles stacked in fully covered pick-up vans reach the customer with utmost care.

WATER WORLD

LIFE IN EVERY DROP

Dedicated to consumer value My Desert Spring Pure Water maintains great humanitarian values and are adamant on serving water at the highest level of quality

ringing forth a new look to a brand that has been in the industry of water purification, filling and distribution of five gallon bottles for over 17 years in the UAE’s drinking water segment, My Desert Spring Pure Water carries a legacy of trust and customer satisfaction, and still strives to achieve higher goals to maintain its credibility among its customers, law regulators and competitors in the industry. “The reason why we are able to win the loyalty and the trust of our customers to our brand and our company is no big secret, it’s just that our methods of purification, filling and distribution have always been our prime focus and always updated in terms of techniques, standards and automation,” said Mashood Mahmood, the Managing Director of My Desert Spring Pure Water, and one of the directors of LIMS Group. Desert Spring Pure Water, established in 1998 in Ajman, shifted its purification and distribution to Dubai about a year ago and emerged with an improved look, brand image and name. Newly known as My Desert Spring Pure Water LLC, it now operates in Qusais Ind. 5, Dubai, under the new management of LIMS Group, which has shown its excellence in the field of water purification and distribution under different names in the market. The drinking water industry faces a lot of issues from businesses within the sector itself and might very soon reach the breaking point if not attended to. The UAE laws have always helped the industry to grow in terms of water quality, food handling and distribution techniques through training, awareness and guidelines. Companies that go against the law and skip proper procedures of purification and distribution set out to sell their water at cheap prices to attract customers. Such unhealthy practices

KHALEEJ TIMES | NOVEMBER 24, 2014

WATER WORLD

JEEMA WATER

Capturing the essence of the natural springs of Wadi Jeema in the Hatta mountains, Jeema offers the purest quality of bottled drinking water and proudly boasts the Emirates Quality Mark award Mashood Mahmood, Managing Director and competitive methods have added a big question mark on the industry and its survival. Commenting on the situation, Mashood Mahmood said, “We are still strong, we have not been involved and do not keep any interest to get into the rat race, as we are aware of our vision, goals and mission. As we are into the business of delivering the most inevitable basic commodity known to mankind, we uphold a great humanitarian value and are adamant on serving the most valuable resource at the highest level of quality.” With regards to its business operation, the company carries great enthusiasm in implementing and maintaining a high standard in management and operation techniques. “Our keenness in making our customers smile has helped us to take things a step ahead. Built on the strong shoulders of our dedicated technical, non-technical, skilled and unskilled personnel, the company was never held back from the pace of its drastic growth. Our staff members make sure the reused five gallon bottles undergo various types of washing and hot water sterilisation through our sophisticated line of washing units, and carry out a visual verification before entering our filling plant,” he said. The drinking water product, which has been neutralised through demineralisation with the technique of reverse osmosis and then mineralised, will then fill up the freshly washed bottles and then seal it to ensure safety and quality. Earlier in the production stage, the water would be remineralised with a balanced amount of minerals required by the human body to be replenished. The water then moves through UV lights exposure and ozonising stages to ensure bacterial disinfection. Its in-house laboratory team ensures the hygiene of the plant, the water, the

composition, the process and the handling of its products are set to very high standards and follow all guidelines of the certification and law governing bodies. All water handling staff undergoes an internal and government body training sessions regularly to ensure hygienic handling of its products. “Our fleet managers and their team strive hard and achieve higher goals in their dedication to serve our customers on time. Our delivery system has a unique method of tracing our entire product movement route with no missing link back to the factory. This allows us to ensure our products reach our end-users safely as released from the factory. We know our customers well. We are always in touch with them through our call centres, both inbound and survey outbound calls. Our agents’ enthusiasm to know what our customers think about us really matters to us, as we would always like to be informed if our hard work has hit the spot,” he said. The call centre is just a small part of its big Customer Relation Management (CRM). Its CRM team with their highly sophisticated software and call centre set-up built a strong database of customers, their views, as well as experiences with competitors and them. “Our complaints management system ensures that none of the complaints by our customers go unheard and ensures that it is investigated well. Higher levels of management are directly involved in the closure, verifying the facts and flaws if any involved,” he said. My Desert Spring Pure Water’s vision is to dominate the market in terms of customer satisfaction. It plans to expand its product range to PET five gallon, 1.5 litre, 500 ml, 250 ml cups, etc. Consumers can continue to look forward to fresh and pure drinking water delivered straight to their doorsteps.

eema, a long trusted name in the mineral water industry, has been part of the UAE water business since its start over three decades ago. Using as its source the natural underground springs in Wadi Jeema, the brand offers the best among Arab waters anywhere in the Gulf. It all started in 1980, when the idea of harnessing the natural goodness of Arab spring water to make it available to UAE households, was discussed between the original founder, the late Sultan Al Owais, and his friend, the late ruler of Dubai and visionary Shaikh Rashid Al Maktoum, who guided Al Owais in setting up the Jeema Mineral Water Company on the outskirts of Hatta. It used the best expertise in the water business, Evian and Katadyn of France, to help find the most suitable springs in the Wadi. The site was located, and the production started within 2 years. Since then, the brand has become a household name in the Emirates, and one which is particularly popular with Emirati nationals, who certainly know their water. The growth in population and parallel growing demand for bottled water has resulted in a second Jeema production facility being set up in Dibba. The water is the flagship brand of Emirates Refreshment Company PJSC (ERC). ERC has developed very strong supply relationships with top local as well as international names such as Carrefour, Aquafina (produced under license), Dubai Duty Free, the Consumer Co-op and Dubai World Trade Centre, alongside a string of 4 and 5 star international hotel

chains, and for many of these ERC provides the same Jeema quality water under private label names. It is probably the largest private label water co-packer in the country. With regards quality, Jeema has been pro-active in attaining international recognition and certification by HACCP, ISO 9001, the US army and more recently Jeema was the first UAE water company to be awarded the now required Emirates Quality Mark, which is to be found on all its products in the market place. Jeema has always considered the consumer as the key player and has developed new,

smaller sizes such as the 300ml bottle, within the last 2 years, all due to customer demand. In line with current health trends, it has recently lowered the sodium content of the water. Its PET plastic packaging has become more environmentally friendly and will soon move to a greener more crushable bottle. It is ERC’s intention keep Jeema at the forefront of peoples’ minds when it comes to water, and make it the benchmark for quality bottled drinking water in the region, a vision which may not be far away considering the current and historical popularity of the brand.

Jeema has always considered the consumer as the key player and has developed new, smaller sizes such as the 300ml bottle, within the last 2 years, all due to customer demand. KHALEEJ TIMES | NOVEMBER 24, 2014

WATER WORLD

Harnessing technology For a water-stressed country like the UAE, water treatment plants hold the key BY Suneeti Ahuja-Kohli

Seawater is vapourised and reliquefied in plants powered by natural gas, liquefied natural gas and diesel.

e in the UAE live the world of ironies. The most glaring example is of the water usage. Being an arid land, the country is considered a water-stressed region. Yet recent studies show that we have one of the highest rates of per capita consumption of water in the world. Interestingly, it is the luxury lifestyle of the residents and the lack of conservation measures that are to be blamed. As per a study by the Dubai School of Government, on an average a UAE resident consumes 550 litres of water per person per day, whereas the global national average hovers around half this mark at 250 litres per person per day. The consumption in villas is as high as 1,700 litres per day per person due to high usage of water for irrigation and recreational purposes. The rising demand of water is stressing the demand and supply balance in the emirates. So much so that the UAE Water Conservation Strategy forecasts that the UAE will have to desalinate and treat wastewater in higher amounts to satisfy growing demand. In terms of supply, data from the UAE Ministry of Environment and Water suggests about 40 per cent of water is supported by 70 desalination plants. More than half comes from groundwater sources, but these are mainly used for irrigation as just three per cent can be classified as drinkable due to saltwater intrusion. Around 9 per cent is treated wastewater. Treated water, however, is often not fully utilised because of the lack of distribution channels and the fact that it cannot be stored for more than a day; it is often either left unused or dumped. Even though we have the best technologies and a state-of-the-art infrastructure in place for treatment of water, it is eating away the scare fossil fuels. Seawater is vapourised and re-liquefied in plants powered by natural gas, liquefied natural gas and diesel. However, the

KHALEEJ TIMES | NOVEMBER 24, 2014

government and companies are actively looking at alternate means of desalination to preserve the natural resource and strengthen the channels of distribution of water for effective supply. In a bid to stir serious discussion at the national level and involve all the stakeholders, the UAE is also organising World Water Middle East Conference and Exhibition next month in the capital. Several big names in the industry will take part in the discussion, notably the Abu Dhabi Sewerage Services Company that will outline the progress its multi-billion dirham Strategic Tunnel Engineering Project (Step). It is undertaking an extensive expansion of its collection network to address the rapidly growing demand for potable water in the emirate due to a rapidly growing population, which is forecast to exceed five million by 2030. The conference will also host a session on Wastewater Reuse Technologies that will focus on case studies associated with moving bed biofilm reactor (MBBR), ultraviolet (UV) treatment and reed bed technology. â&#x20AC;&#x201D; suneeti@khaleejtimes.com

WATER WORLD

Practise eco-consciousness Smart initiatives drive UAE’s water conservation efforts BY Farhana Chowdhury

KHALEEJ TIMES | NOVEMBER 24, 2014

conferences such as the International Water Summit, where experts from all over the world are invited to discuss, share and discover opportunities on a common platform for the benefit of the region’s water sector. To further promote better water usage, government authorities in the UAE have joined together to raise awareness and educate residents on ways to go about their daily routine while keeping in line with conservation efforts. The Dubai Electricity and Water Authority (DEWA), for instance, is actively involved in campaigns and other activities to raise the awareness of the city’s residents towards the need to conserve precious water resources. DEWA’s recent report stated that it served over 580,678 customers with water, and produces 470 million imperial gallons per day in 2013. The number of water accounts increased to 591,059 by the end of the second quarter of 2014. It aims to keep in line with the Dubai Integrated Energy Strategy 2030, introduced by the Dubai Supreme Council of Energy, where it seeks to reduce the demand for water and energy by

30 per cent by 2030. Water conservation for DEWA is entwined with Smart Dubai initiatives in order to help customers take advantage of digital options to understand and control their usage. This is done through Smart Applications that provide a userfriendly platform for users to learn more about their consumption and its correlation to their monthly bills. The Federal Electricity and Water Authority (FEWA) launched a conservation campaign in December 2013, titled “Together, Change is Possible” that aims to develop a culture of conservation across various sectors in the emirates, including households, mosques, schools, government and private organisations. “The concept and culture of conservation is not limited to consumption reduction. It is about optimal consumption that smart practices are adopted to help reduce wastage and stop needless waste and costs,” said Eng. Suhail bin Mohammed Faraj Al Mazrouei, the UAE Minister of Energy, and Chairman of the Board of Directors of FEWA. The Sharjah Electricity and Water Authority (SEWA) have also undertaken its own initiatives to promote water conservation. Recent news reports that Sharjah residents are the top conservers in the emirates, thanks to SEWA’s drive to install water-saving devices, such as faucet aerators, for free. This move reduced consumption by about 40 per cent (200 litres per capita per day), a rate within United Nations recommendations.

XX Wash your car with a bucket of soapy water and use a nozzle to stop the flow of water from the hose between rinsing. XX Skip that bath. A quick shower saves an average of 20 gallon (76 litres) of water. XX Water your garden/yard before 8am or after 6pm. As much as 30 per cent of water can be lost to evaporation by watering the lawn during midday. Water in several short sessions rather than one long one. This will help allow your lawn to absorb moisture better than one straight 30-minute session. XX Add a water-efficient device to your faucets and shower heads. XX Check for leaks in outdoor faucets, pipes and hoses, and if you have a pool, cover it to reduce evaporation. XX Check sprinkler system valves periodically for leaks and keep the heads in good repair. Make sure your sprinkler is placed so it only waters the lawn, not the pavement, and avoid sprinklers that spray a fine mist; this increases evaporation. (Courtesy: DEWA)