Our inspiration is our founding father late His Highness Sheikh Zayed bin Sultan Al Nahyan who is our guiding light to carry on his legacy after his 33 years’ leadership. As Emiratis, we owe our deep routed humanitarian values to him as he taught us to be a nation that gives. Born in 1918 in Al Ain, he was the epitome of noble values such as charity, equality, tolerance and generosity. Today the UAE is world’s largest donor of developmental assistance in 147 countries, in proportion to its gross national income (GNI) for the 5th year in a row.


In 1971, he passed a resolution to establish the Abu Dhabi Fund for Development, while laying foundation of UAEs union. Under his visionary leadership for many decades to follow, his humanitarian work touched the lives of millions. He established a number of charities and created sustainable channels to give back.


He launched housing projects for the homeless, created improved access to education and health-care services, supported research, provided relief supplies during emergencies, he provided sustainable means for food and medicine for people suffering in poverty regardless of their religion or race.


The UAE has a long history of assistance to refugees, especially Palestinian refugees, much of which has been provided through the auspices of the Emirates Red Crescent (ERC), the fourth-largest donor of foreign aid from the UAE. Many of the ERC’s humanitarian, health and education projects in Palestine are executed in partnership with the UN refugee relief agency UNRWA. For example, in 2013, medical equipment and supplies worth Dh5.5 million were provided by the ERC to Al Aqsa Hospital in Ain Al Hilweh, the largest Palestinian refugee camp in Lebanon, while $2.1 million was donated to support the construction of UNRWA’s Shu’fat Health Centre in occupied East Jerusalem. The UAE had also pledged $200,000 to the UN refugee agency’s 2013 budget.

A major focus of UAE foreign assistance in 2013 has been to support Arab countries in need. In July, the UAE gave $3 billion to Egypt in the form of a $1 billion grant and a $2 billion interest-free loan.

The ERC has also been active on the broader Syrian front. One of its major challenges in 2013 was helping to set up the Emirates-Jordan Camp for Syrian refugees near Zarqa in Jordan. ERC is working closely with a number of international organizations to ensure that the camp will provide decent living conditions for the many families living there.

“Sheikh Zayed Bin Sultan Al Nahyan bridge” in Khyber Pakhtunkhwa province of Pakistan helped connect 15 towns and 45 villages on either side of the Swat River.

The UAE support for demining projects in Afghanistan has benefited 45,000 people by clearing the way for the construction and restoration of farms, roads, schools, clinics, irrigation channels and other infrastructure facilities.

The UAE joined global efforts to support health initiatives such as the elimination of guinea worm disease in Africa; the Global Alliance for Vaccines and Immunizations (GAVI) to increase access to immunization in developing countries; and the Roll Back Malaria program, an international partnership dedicated to combating the spread of the disease.

Corporate Social Responsibility

At Be Kind, Corporate Social Responsibility (CSR) is part of our DNA. All our decisions are based on our strategy where CSR sits at the core of all four pillars. We recognize that we are Global Citizens. Our business has impact on the world and this planet. At Be Kind we are a purpose driven, benefit-focused brand, with a clear mission and a clear sense of where we are going and what are we trying to accomplish.


On our journey to create impact where it matters, in 2018-2020 we will focus of 5 priority countries – India, Philippines, Pakistan, Rwanda, Ethiopia. We aim to work with our charity partners to fund water and sanitation programs in some of world’s poorest communities and ones that are hardest to reach. World water shortage, poor water quality and inadequate sanitation impacts poor families negatively and millions of people, mostly children die from diseases related to water hygiene, supply and sanitation. Sales made from our products will support millions of people around the world sustainably, without donations, as we believe we can make a difference and change many lives.


In 2015, the United Nations set a 15-year plan to transform our world by ending poverty, protecting the planet and ensuring prosperity for all. Goal 6: is dedicated entirely to ‘ensure access to water and sanitation for all’.


At Be Kind, we support the United Nations sustainable development goals. We are also in alignment with Mohammed Bin Rashid Al Maktoum Global Initiatives, where combating poverty and illnesses sits at the forefront. We are also in alignment and fully support Abu Dhabi’s Economic Vision 2030, Dubai’s Strategic Plan 2015 and UAE 2021 Vision.


Ethical Sourcing

As an organization that is committed to responsible business practices, it is our intention to establish business relationships with companies that practice ethical sourcing. At the heart of everything that we do, remains the purpose of staying kind to people and our planet.


Our standards of practice are to ensure that products are sourced in a responsible and sustainable manner. In accordance with acceptable international standards such as, International Labour Organization (ILO). We expect our partners to be compliant with their local applicable laws and regulations that involve environment, employee rights & safety, forced and compulsory labor, abolition of child labor, elimination of discrimination in respect to employment and occupation.


If you are an innovative, responsible brand and believe that your brand has what it takes, contact us at [email protected].

World Water Shortage

Access to clean and safe drinking water is a basic human right, however 663 million people in the world live without it.

We believe that we can make a difference! Sales made from our products will fund projects and programs to build sustainable water sources to support millions of people around the world.



Every 90 seconds a child dies from a water-related disease. 43% of those deaths are children under five years of age.




Clean water helps keep kids in school, especially girls. Children are often responsible for collecting water to help their families, instead of being in school or playing.



844 Million people living without access to safe water. 2.3 Billion people live without access to improved sanitation. 1 in 10 people lack access to clean water.




$260 Billion lost globally each year due to lack of basic water and sanitation. Every $1 invested in clean water can yield $4–$12 in economic returns.

Women Empowerment


Women and girls spend up to 6 hours a day collecting water. 72% of the water collected in Sub-Saharan Africa is by women.


Sanitation & Hygiene


1 in 3 people lack access to a toilet. women and girls spend 266 Million hours every day finding a place to use toilet. More people have a mobile phone than a toilet.


‘There is a smart way to end Water Crisis’ ⦁ The Water Crisis (2018) World Health Organization and UNICEF Joint Monitoring Programme (JMP). (2017). ⦁ Progress on Drinking Water and Sanitation, 2017 Update and MDG Assessment.

UN Water. (2013). ⦁ UN-Water on water and gender.

World Health Organization. (2012). ⦁ Global costs and benefits of drinking-water supply and sanitation interventions to reach the MDG target and universal coverage.

UNDP, Human Development Report 2006.