Yousuf Fakhruddin, CEO of Fakhruddin Properties/Image: Supplied
Fakhruddin Properties has announced the successful completion of its pilot 90:90 Waste Management initiative, a pioneering model that can divert 90 per cent of building waste from landfills within 90 days. The programme – the first of its kind in the UAE – was rolled out at Trafalgar Central in Dubai International City and has now achieved its waste reduction goals.
The initiative introduces in-building composting and waste-sorting facilities at the residential development, aligning with the UAE’s Net Zero 2050 agenda, Dubai Municipality’s plan to close landfills by 2027, and the Circular Economy Policy 2021–2031.
Overcoming challenges
While the technology itself was not the main obstacle, Yousuf Fakhruddin, CEO of Fakhruddin Properties, explained that the greater challenge lay in driving resident participation.
“I don’t think there was much of a technical challenge. The bigger challenge for us was the behavior. There’s always resistance to change,” he said. “Some people welcomed it, some learned and got educated, some did it for the incentives, and some wouldn’t budge.”
To address this, the company used multiple engagement methods, from door-to-door awareness campaigns to involving children in advocacy. “When a child comes and tells you, please do it, there’s a different reaction than an adult – and it is for their future,” Fakhruddin added, talking exlusively to Gulf Business.
Incentives and brand value
The programme is supported by a reward system, including a “gold programme” to encourage consistent participation. However, for Fakhruddin, the true value lies beyond immediate cost considerations.
“What are you representing? If you don’t care about your community, you’ll just build a building with four walls and leave it. If you are a brand that actually cares about the community and the people and the children, you will adopt these initiatives,” he said.
He added that sustainability has become a differentiator in Dubai’s competitive real estate sector. “We are not a very big developer in Dubai. We are medium-sized, but our name, when it comes to sustainability, is synonymous. It has given us a brand reputation which no other developers have.”
Scaling the 90:90 model
Having proven effective at Trafalgar Central, Fakhruddin sees the model as highly scalable across Dubai and the wider UAE. “We have done this in a CBD building in International City. If we can achieve it there, we can achieve it in other buildings,” he said.
The company now plans to expand the initiative across its entire portfolio, with the long-term goal of embedding waste segregation and recycling as second nature for residents.
Fakhruddin also highlighted the importance of regulatory support to drive adoption across the sector. “Unless you get regulation from the top, people do the bare minimum required. Once that regulation is there, people will start activating in a way that is more responsible for the community and society,” he said.
The 90:90 Waste Management initiative not only positions Fakhruddin Properties as a leader in sustainability-driven development but also marks an important milestone in the UAE’s transition toward integrated waste management and net-zero emissions.
“Waste management should not be a cost. It should be profitable,” Fakhruddin concluded. “If we do it at scale with the right regulations and support, it is definitely going to be profitable.”
