Have you ever thought about the daily water usage in your household? While a significant portion of water is used for activities like flushing toilets, showering, and washing clothes or dishes, approximately 30% of a household’s total water consumption is dedicated to outdoor use, such as watering plants and flowers. 

Although modern technologies like smart irrigation systems exist—which can detect soil moisture levels, weather conditions, and other factors to adjust water usage—there are simpler, more sustainable methods to save water while ensuring plants are adequately hydrated. 

OyaWay is a Lebanese start-up founded by Paul Samaha in 2023. It produces and sells “Oyas,” clay pots designed to be buried underground next to plants and filled with water. The water gradually diffuses through the porous walls of the oya, hydrating the surrounding soil. Over time, plant roots grow around the oya, drawing only the amount of water they need. A single water-filled oya can last up to ten days and reduces water consumption by 50–70% compared to traditional surface irrigation methods. 

This ancient watering technique has been used for centuries in various regions, including the Middle East and North Africa.  

OyaWay’s founder, Paul Samaha, previously worked in the pharmaceutical industry for 14 years before deciding to embark on a new adventure.

The company’s mission is to inspire people to rethink how they water their plants and gardens, promoting better use of one of our most precious resources. At the same time, OyaWay aims to ensure plants receive optimal care. Using an Oya not only fulfills this mission but also represents a simple, low-tech, and sustainable way to water plants. This technique is suitable for a wide range of settings, from medium-sized gardens to small indoor spaces. 

Establishing OyaWay in Lebanon was not without its challenges. Paul founded the start-up in 2023, during the country’s worst economic crisis in history, compounded by a devastating war. These circumstances not only amplified the difficulties of launching a new business but also posed an emotional challenge.

“It was hard to keep going when everything around us was pain and destruction,” Paul reflects. “It often felt futile—and at times even insensitive—to carry on with ‘business as usual’ while people were losing their lives and livelihoods.”

Over time, Paul came to realize the critical role small businesses play, especially during times of crisis.

OyaWay collaborates with two ceramists in Lebanon, one of whom is physically disabled. For Paul, it is essential that OyaWay‘s work goes beyond sustainability, creating a tangible social impact by helping Lebanese artisans preserve their craft and maintain a steady income. 

Despite the many challenges, OyaWay has already made significant progress. Recently, the company expanded to Kuwait, marking what Paul hopes is the first step toward entering other MENA countries. He recalls a humorous incident that took place recently: “I received a message on Instagram from a woman in Dubai asking if we ship oyas there. I said yes and suggested she check out the latest post on my page—which happened to show my face. She turned out to be a good friend of mine who had no idea I was the person behind OyaWay!” 

Paul envisions a more sustainable future, one that requires a global shift in mindset. He advocates for “pulling the brakes on mass consumption, which has spiraled out of control and is ravaging our planet and its resources.” 

His advice to like-minded green entrepreneurs is simple yet powerful: stay persistent. “Things take time to fall into place, and there are no overnight successes,” he emphasizes. It is this persistence that has brought OyaWay to where it is today and will hopefully continue to ensure its future growth and success. 

Find more about OyaWay products through their website, and follow them in LinkedIn, Instagram and Facebook.