Asian Paints Launches CureAssure, the World’s First Internal Curing Concrete Additive, Promising Up to 8 Billion Liters of Water Savings Annually in UAE
Asian Paints has made a significant entry into the Middle East with the introduction of CureAssure, the world’s first internal curing concrete additive. This innovative product has received approval from Dubai Municipality and validation from ICC-ES, aiming to revolutionize concrete curing—a process often fraught with challenges in the region.
Traditionally, concrete curing relies on external water application, a method that is labor-intensive and inconsistent, particularly in the Gulf’s arid climate. CureAssure alters this approach by enabling internal hydration, thereby enhancing efficiency and effectiveness.
Joseph Eapen, CEO of Asian Paints, described CureAssure as a breakthrough in concrete technology. He explained that unlike conventional methods, CureAssure utilizes a proprietary molecular structure that attracts and encapsulates water molecules. This mechanism allows for a controlled release of moisture throughout the hydration process, ensuring even and thorough curing without the need for external water.
Eapen emphasized the broader implications of this technology. He noted that it has the potential to eliminate billions of liters of water consumption, particularly in water-scarce regions like the Gulf. CureAssure not only improves concrete durability and strength but also promotes sustainable construction practices by reducing labor, costs, and environmental impact.
Water scarcity is a pressing issue in the Gulf, exacerbated by minimal rainfall, extreme heat, and high evaporation rates. Eapen pointed out that the region heavily relies on desalination to meet basic water needs, yet construction sites consume vast amounts of treated water for curing, much of which evaporates before it can be utilized. CureAssure addresses this challenge by removing the dependency on external water, thus providing both technical efficiency and environmental benefits.
Why the UAE was the Global Launchpad
The UAE was strategically chosen as the launch market for CureAssure, a decision Eapen described as both tactical and symbolic. He explained that the UAE’s acute water scarcity, driven by its climatic conditions, aligns perfectly with the product’s value proposition. Despite the pressing need for water conservation, billions of liters of potable water are still used annually for concrete curing.
Eapen highlighted the UAE’s leadership in adopting new technologies and its commitment to sustainability as key factors that made it an ideal platform for this innovation. He stated that launching CureAssure in the UAE not only underscores the urgency of water-efficient construction practices but also positions the product at the forefront of sustainable innovation in a rapidly evolving building market.
Asian Paints estimates that CureAssure could save up to 8 billion liters of water annually in the UAE alone. Eapen elaborated on this figure, explaining that it is based on a detailed analysis of current construction practices and concrete usage across various infrastructure and real estate projects. This estimate is equivalent to filling over 3,200 Olympic-sized swimming pools or meeting the monthly water needs of approximately 450,000 households.
The projections for water savings align with the UAE Water Security Strategy 2036, underscoring the product’s role as both a practical and strategic sustainability solution. Eapen noted that CureAssure is closely aligned with broader GCC sustainability mandates, directly addressing the region’s critical water scarcity challenges.
Stronger, More Durable Concrete
In addition to water savings, CureAssure promises significant enhancements in concrete performance. Eapen explained that the additive promotes complete and uniform hydration of cement particles, leading to improved early and long-term compressive strength compared to traditionally cured concrete. By ensuring internal moisture availability during the curing phase, CureAssure minimizes microstructural defects and enhances the concrete’s resistance to shrinkage, permeability, and chemical attack, resulting in fewer surface cracks and improved structural integrity over time.
Approval from Dubai Municipality and validation from ICC-ES have been crucial in building market confidence. Eapen stated that endorsements from respected regulatory bodies are vital for industry adoption, especially in a region where compliance, quality assurance, and sustainability are paramount. Early trials across the UAE have yielded positive feedback, with stakeholders reporting noticeable improvements in concrete performance, particularly in reduced surface cracking and enhanced strength development.
Given the rapid pace of regional development, efficiency is essential. CureAssure helps mitigate risks and costs in fast-track projects. Eapen noted that by eliminating the need for external water curing, the additive enables internal moisture retention and controlled release within the concrete matrix. This not only accelerates curing cycles but also reduces labor, equipment, and site management demands, significantly lowering the risk of rework and structural defects.
Beyond the Gulf: A Global Opportunity
While CureAssure was developed with the Gulf’s specific conditions in mind, its potential extends globally. Eapen remarked that the product could reshape concrete practices in markets experiencing rapid infrastructure growth, water stress, or strong green building mandates, such as India, Egypt, and other regions in Asia and Africa.
Asian Paints is also addressing one of the major barriers to innovation in construction: entrenched practices. Eapen explained that to overcome resistance, the company has implemented a multi-faceted strategy to raise awareness and accelerate the adoption of CureAssure across the GCC. This includes technical seminars, live demonstrations, pilot projects, collaborations with certification bodies, and targeted communication campaigns highlighting the sustainability and performance benefits of the additive.
The launch of CureAssure signifies a transformative step for construction efficiency and environmental stewardship in the Gulf. For Asian Paints, it represents not just a new product but a catalyst for industry-wide change.
As reported by gulfbusiness.com.
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Published on 2026-03-14 10:06:00 • By FAME Delivered News Desk