When Fakhruddin Properties launched the 90:90 Waste Management Initiative, the team faced an ambitious challenge to divert 90% of waste from landfills within 90 days at Trafalgar Central in Dubai International City. On September 10, the company announced the successful completion of the program. 

According to the company, the initiative reduced 90% of waste generated at the residential building through segregation of wet, dry, e-waste, recyclables, and more — at no additional cost to residents. The program’s success was driven by a combination of incentive systems, active community engagement, behavioural change, and advanced infrastructure. The residential development features in-building composting and waste-sorting facilities. 

Yousuf Fakhruddin, CEO of Fakhruddin Properties, attributed the achievement to collaboration across government, developers, residents, academia, and industry. “Its successful implementation in an existing residential development proves this model is scalable, offering a clear pathway to significantly reducing landfill waste across the UAE – and globally,” he said.

Dr. Samiullah Khan, Chief Sustainability Officer, explained, “Continuous monitoring, feedback loops, and resident engagement were key to its success." Over time, the program expanded to include composting, partnerships with nearby restaurants and supermarkets, and scaling infrastructure to benefit the wider community. 

The initiative was powered by strong leadership and cross-functional commitment, with staff from finance, sustainability, and operations championing the project. “Our immediate next step is to extend this innovative approach to include the recycling of black and grey water, further solidifying our commitment to a sustainable future,” added Fakhruddin. 

The milestone was celebrated at a special event featuring a keynote address by Mohammed Alrayees, Head of Strategy – Waste Management, Dubai Municipality, and a panel discussion on “Waste Management and its Impact on Reducing Climate Change,” moderated by Dr. Khan. The gathering brought together regional sustainability leaders and innovators to highlight collaborative solutions for a greener future.

In his address, Alrayees outlined Dubai Municipality’s roadmap to transform the emirate’s waste management sector. “Our vision is to reduce waste generation by 80% and achieve a recycling rate of 56%,” he said. “Every piece of material, including plastic, should remain an asset to the economy.” He emphasised that government-private collaboration is essential to building a truly circular city.

Among the flagship projects, he highlighted, was the world’s largest waste-to-energy facility, processing around 6,000 tonnes of waste daily and generating 220 megawatts of clean electricity, enough to power 135,000 homes. The emirate is also exploring sustainable aviation fuel derived from waste. “These initiatives reflect not just technological progress, but the vision and political will of Dubai’s leadership,” Alrayees added.

Speaking to Waste & Recycling magazine, Fakhruddin noted that time and commitment, rather than finances, were the biggest hurdles. “We dedicated countless hours and worked hard to keep residents motivated,” he said. 

“At Fakhruddin Properties, we have gone beyond traditional waste management,” he said, speaking about its Treppan Living concept, which blends sustainability, wellness, and high-tech innovation into residential developments, offering residents smarter, greener lifestyles.  AI-enabled smart home systems can reduce energy consumption by 30–40% by optimising HVAC usage based on air quality.  

Sustainability extends to wellness, with centralised tap systems providing hydrogenated, organically mineralised alkaline drinking water—plastic-free and better than bottled alternatives. Refill stations for hygiene products further reduce single-use plastics. 

Resident engagement is key, he said. A rewards-based system incentivises waste segregation and e-waste disposal via a robot-enabled collection system, with points redeemable for organic products or café items. “Sustainability becomes a lifestyle choice—affordable and rewarding,” Fakhruddin said.

The company plans to expand these initiatives to hotels and other developments in the future. “It’s about setting a benchmark for the industry,” he said, emphasising that sustainability isn’t about immediate profit but building healthier, responsible communities. Engaged residents and children, he added, are the true return on investment.