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UAE retailer Aldo ties up with NGO to alleviate water crisis in Africa

Dubai - The initiative was announced on World Water Day, which is observed on March 22.

Lifestyle retailer Aldo on Monday announced the launch of its 2021 fundraising campaign, through which it would provide sustainable access to clean drinking water for rural communities in Sub-Saharan Africa.

The initiative — undertaken in partnership with Project Maji, an NGO currently active in Ghana and Kenya — was announced on World Water Day, which is observed on March 22.

Part of Apparel Group, Aldo is also out to empower women through the campaign. The drive will be focused on alleviating the water crisis in small rural communities, while also empowering the women in the region to be independent by granting them easy access to water.

Approximately 300 million people in sub-Saharan Africa have little or no immediate access to a clean drinking water source. Water collection takes up a considerable amount of time for women of these communities, taking away from any chance of education or employment.

Aldo and Aldo Accessories stores in UAE have pledged to donate Dh1 for every shoe care product purchased at its Dubai stores. According to the brand, a single dirham can provide an entire family in Sub-Saharan Africa with safe water for a day.

Together with ALDO’s support, Project Maji will work to install solar-powered water kiosks in numerous communities. Aldo has been raising funds for the project since 2018. To date, over 2.6 million litres of safe water have been dispensed at the Aldo-sponsored water kiosk and community selection is on for the second kiosk.

Each Project Maji Aldo kiosk will directly offer employment to a female entrepreneur and foster entrepreneurial spirit by encouraging the water points to become a congregation for community members and all women.

Sima Ved, Founder & Chairwoman, Apparel Group, said, "We have always worked towards women empowerment and I'm proud to be working with Project Maji to enhance the lives of young women in sub-Saharan Africa, while also contributing to their improved help with easy access to clean water. We are proud to be showcasing the socially responsible ethics of people of UAE through our campaign."

To date, Project Maji has installed 67 solar-powered water kiosks across rural communities in Ghana and Kenya, serving more than 60,000 people with more than 150 million litres of safe water. Their mission is to provide clean drinking water to one million people by 2025.

Sunil Lalvani, Founder & CEO of Project Maji, said: “We are so thrilled to be a part of a successful partnership with a global fashion brand such as Aldo. It is truly a meeting of minds that is helping us create transformative change through clean water and driving and raising awareness of basic issues within our world today.”