Joseph Eapen, CEO of Asian Paints/Image: Supplied
Asian Paints, one of Asia’s most respected names in construction solutions, has taken a bold step into the Middle East with the launch of CureAssure – the world’s first internal curing concrete additive. Recently approved by Dubai Municipality and validated by ICC-ES, this patented technology is set to transform a process that has long been considered routine but often problematic in the region: concrete curing.
Traditionally, curing depends on external water application to hydrate concrete, a method that is labour-intensive, inconsistent, and particularly unsuited to the Gulf’s arid climate. CureAssure changes that dynamic.
“CureAssure is a breakthrough in concrete technology. Unlike traditional curing methods that rely on external water application, CureAssure works from within. Its proprietary molecular structure attracts and encapsulates water molecules, enabling a controlled release throughout the full hydration process. This ensures the concrete cures evenly and thoroughly, without the need for any external curing,” said Joseph Eapen, CEO of Asian Paints.
Eapen emphasised that the technology does more than improve performance. “What makes it a game-changer is its ability to eliminate billions of liters of water usage, especially in water-scarce regions like the Gulf. It not only enhances durability and strength but also supports sustainable construction practices by reducing labor, cost, and environmental impact. CureAssure redefines how we think about curing, making it smarter, cleaner, and more efficient.”
Water scarcity has become one of the most urgent challenges facing the Gulf, with construction contributing significantly to demand. “In the Gulf, water scarcity is a pressing crisis. With minimal rainfall, intense heat, and high evaporation, freshwater is incredibly limited. The region depends heavily on desalination just to meet basic needs, yet construction sites consume billions of liters of treated water annually for concrete curing, much of which evaporates before serving its purpose,” Eapen explained.
CureAssure eliminates the dependency on external water curing, offering not just technical efficiency but environmental relief.
Why the UAE was the global launchpad
Asian Paints chose the UAE as the global-first launch market for CureAssure, a move Eapen said was both strategic and symbolic.
“The UAE was strategically selected as the global-first launchpad for CureAssure due to its unique alignment with the product’s value proposition and the region’s construction realities. The UAE and the broader Gulf region face acute water scarcity driven by minimal rainfall and high evaporation rates, making water conservation a top priority. Yet, billions of liters of potable water are still consumed annually for concrete curing,” he said.
The UAE’s leadership in embracing new technologies and its commitment to sustainability provided the ideal platform for the innovation. “Launching in the UAE not only reflects the urgency of water-efficient construction practices but also positions CureAssure at the forefront of sustainable innovation in one of the world’s most dynamic and forward-thinking building markets.”
Asian Paints estimates that CureAssure could save up to 8 billion liters of water annually in the UAE alone.
Eapen broke down the calculation: “The estimate of up to 8 billion liters of annual water savings in the UAE through CureAssure is based on a detailed analysis of current construction practices and concrete usage across infrastructure and real estate projects. CureAssure eliminates this need by embedding hydration directly within the concrete mix. This result is a realistic and conservative estimate, equivalent to filling over 3,200 Olympic-sized swimming pools or meeting the monthly water needs of 450,000 households.”
He added that the projections align with the UAE Water Security Strategy 2036, demonstrating the product’s role as both a practical and strategic sustainability solution.
The launch of CureAssure fits directly into the broader sustainability frameworks shaping the GCC.
“CureAssure is closely aligned with the UAE Water Security Strategy 2036 and broader GCC sustainability mandates by directly addressing one of the region’s most pressing challenges – water scarcity. Its advanced water-retention and controlled-release mechanism enables internal curing, conserving water while enhancing concrete durability and longevity,” said Eapen.
He added that CureAssure’s adoption supports regional visions such as Saudi Vision 2030 by reducing environmental impact and encouraging resource efficiency in construction.
Stronger, more durable concrete
Beyond water savings, CureAssure also promises tangible improvements in concrete performance.
“CureAssure promotes complete and uniform hydration of cement particles, resulting in improved early and long-term compressive strength when compared to field-cured concrete. By ensuring internal moisture availability during the curing phase, CureAssure reduces microstructural defects and enhances the concrete’s resistance to shrinkage, permeability, and chemical attack. This leads to visibly fewer surface cracks and better structural integrity over time,” Eapen explained.
Approval by Dubai Municipality and validation by ICC-ES have played a pivotal role in accelerating market confidence.
“Endorsements from respected regulatory bodies like Dubai Municipality and ICC-ES are pivotal for industry adoption, especially in a region where compliance, quality assurance, and sustainability are non-negotiable. Early trials across the UAE have yielded highly encouraging feedback. Stakeholders have reported noticeable improvements in concrete performance, particularly in terms of reduced surface cracking, enhanced strength development, and significant water savings,” Eapen shared.
Given the pace of regional development, efficiency is critical. CureAssure helps reduce both risks and costs in fast-track projects.
“By eliminating the need for external water curing, CureAssure 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. Additionally, by minimising shrinkage and early-age cracking, CureAssure significantly lowers the risk of rework and structural defects, a critical benefit for fast-track projects where quality cannot be compromised,” said Eapen.
Beyond the Gulf: A global opportunity
Although designed with the Gulf’s conditions in mind, CureAssure’s potential reach is global.
“While CureAssure was launched in the Gulf to address acute water scarcity and construction demands, its potential to reshape global concrete practices is immense. Markets experiencing rapid infrastructure growth, water stress, or strong green building mandates, such as India, Egypt, and other parts of Asia and Africa etc. are natural next adopters,” said Eapen.
Asian Paints is also tackling one of the toughest barriers in construction: entrenched practices.
“Asian Paints recognises that innovation in construction often faces resistance due to deeply entrenched practices. To overcome this, we’ve adopted a multi-pronged strategy to drive awareness and accelerate the adoption of CureAssure across the GCC,” Eapen explained.
This includes technical seminars, live demonstrations, pilot projects, collaborations with certification bodies, and targeted communication campaigns that highlight the sustainability and performance benefits of the additive.
With its launch, CureAssure marks a step change for both construction efficiency and environmental stewardship in the Gulf. For Asian Paints, it represents not just a new product but a catalyst for industry transformation.
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