Bisleri International, a leading premium beverage company in India, has announced a strategic partnership with Dubai-based retail giant Apparel Group to expand its presence in the Middle East and Africa. The partnership aims to manufacture, market, and distribute Bisleri’s full portfolio of products, including packaged drinking water, carbonated drinks, and other beverages, across the region. The rollout is scheduled to begin in the UAE in 2025.
This move marks Bisleri’s most significant international expansion to date, as the company seeks to tap into the high-growth region with a large Indian diaspora and increasing demand for premium beverages. Bisleri’s CEO, Angelo George, described the partnership as a “decisive step forward” and highlighted the opportunities for value creation in the beverage sector in the Middle East and Africa.
Bisleri already has an established presence in the UAE through sports sponsorships, including the Dubai Marathon. The new partnership aims to deepen this foothold with local manufacturing and broader distribution, leveraging Apparel Group’s retail scale and expertise. Apparel Group manages over 85 brands across 2,300 stores in 14 countries and sees the partnership as a natural extension of its growth strategy.
The partnership between Bisleri and Apparel Group is expected to deliver exceptional beverage experiences to consumers in the Middle East and Africa. Bisleri’s strong heritage, combined with Apparel Group’s operational expertise and deep market understanding, presents a powerful opportunity for growth and expansion in the region. The CEO of Apparel Group, Neeraj Teckchandani, stated that the partnership marks a strategic milestone in the company’s journey to diversify and scale new verticals across high-growth markets.
Overall, the partnership between Bisleri and Apparel Group is a significant development in the beverage industry, as it brings together two leading companies with a shared vision for growth and expansion in the Middle East and Africa. With Bisleri’s premium products and Apparel Group’s retail expertise, the partnership is poised to make a significant impact in the region and deliver value to consumers and stakeholders alike.