Dubai, UAE – In a significant move to advance urban sustainability, Mr. Jason Prince, Head of Energy Management Services, Nationwide Management Services LLC and team visited Fakhruddin ‘ Trafalgar Central in Dubai International City. The purpose of the visit was to examine the highly successful “90:90 Waste Management Initiative,” highlighting a shared commitment to building greener, smarter communities across the region.
Dr. Samiullah Khan, CSO of Fakhruddin Holdings, highlighted that this potential collaboration between the two companies signals a promising future for sustainable urban development in Dubai and beyond. By combining Fakhruddin ‘ proven success in waste management and sustainable initiatives, with Nationwide Management Services’ expertise in smart, energy-efficient solutions, both entities are poised to set new benchmarks for responsible, integrated living.
The companies agreed in principle to contribute as per Federal Decree Law 11 of 2024 on the reduction of Climate Change Effects. The “90:90” Initiative: A Blueprint for Sustainable Living Fakhruddin, a leading UAE-based real estate developer, launched its pioneering “90:90 Waste Management Initiative” as a breakthrough model designed to divert up to 90% of building waste from landfills. This initiative is redefining urban sustainability by introducing Dubai’s first in-building composting and sorting facilities within a residential development, marking a significant milestone in the UAE’s environmental journey.
The system provides an end-to-end framework for high-rise buildings, ensuring seamless source segregation and reporting, all with zero cost to residents. The initiative’s success is built on a foundation of active community engagement, behavioral change, and sophisticated infrastructure. Residents are empowered with color-coded garbage bags (one for organic waste and another for general waste) supported by ongoing educational campaigns. This on-site segregation ensures that only a mere 10% of waste reaches landfills, without burdening tenants or homeowners with additional costs.
This groundbreaking effort strategically aligns with key national goals, including the UAE’s Net Zero 2050 agenda, Dubai Municipality’s plan to close landfills by 2027, and the Circular Economy Policy 2021–2031.
Leadership’s Vision for a Sustainable Tomorrow. Yousuf Fakhruddin, CEO and Managing Partner of Fakhruddin, emphasized the company’s clear objective. “Our objective was clear: to create an adaptable, scalable, and zero-cost waste management model that has measurable environmental, social, and economic impact,” he stated. “With this initiative, we are demonstrating that sustainability is not an afterthought; it is an essential way in which modern cities must evolve.”
Echoing this sentiment, Dr. Samiullah Khan, Chief Sustainability Officer of Fakhruddin Holdings, added, “The 90:90 standard represents a paradigm shift in how we tackle waste – no longer as a liability, but as a resource. Our commitment goes far beyond compliance; it’s a moral obligation to future generations.”
The initiative itself was born from the strategic vision of the Treppan Living brand, a Fakhruddin ‘ lifestyle brand that champions wellness-centric homes blending sustainable living with modern comforts.
