Bisleri International, one of India’s top beverage companies, is stepping into a major global expansion. The company has partnered with Dubai-based retail giant Apparel Group to bring its full range of drinks to the Middle East and Africa. The first phase of this rollout will begin in the UAE.
This partnership is a big move for Bisleri as it plans to manufacture, market, and distribute its products across a new, fast-growing region. The Middle East and Africa not only offer large business potential but also host a strong Indian diaspora already familiar with Bisleri’s products.
CEO Highlights Strategy
Angelo George, CEO of Bisleri International, shared that this move opens new doors in promising international markets. He said the company has seen good results in the UAE previously, especially through sports partnerships like the Dubai Marathon. The collaboration with Apparel Group will help build on that success.
Bisleri will introduce its well-known range in the region, including its popular packaged drinking water, the premium Vedica Himalayan spring water, and its variety of carbonated drinks such as Limonata, POP, Spyci Jeera, Rev, and Soda. These beverages are expected to find strong demand due to the brand’s recognition among the Indian community and increasing interest from new consumers.
Apparel Group Sees Opportunity
Apparel Group is excited to bring Bisleri to its vast retail network. With over 85 brands and more than 2,300 stores in 14 countries, the company aims to use its market knowledge and retail strength to ensure Bisleri’s success in the region. Neeraj Teckchandani, CEO of Apparel Group, described the deal as a strategic step that supports the group’s goal of growing into new business areas.
The partnership will include setting up local manufacturing to meet demand efficiently and reduce costs. This will also allow quicker distribution across the region, giving Bisleri a strong presence in key markets.
Big Leap for Bisleri
This move marks Bisleri’s most ambitious international expansion so far. With support from a powerful local partner, the brand is ready to bring its high-quality beverages to millions across the Middle East and Africa, setting the stage for long-term global success.
