Bisleri International, a leading beverage company, has announced a strategic partnership with Apparel Group, a global retail and fashion lifestyle conglomerate based in Dubai. The partnership aims to manufacture, market, and distribute Bisleri’s portfolio in the West Asia and Africa region, with a launch planned in the UAE in 2025. According to Angelo George, CEO of Bisleri International, the West Asia and Africa markets represent a significant opportunity for growth in the beverage sector, particularly with the presence of a large Indian diaspora in the region who are familiar with Bisleri’s brands.
Bisleri’s brand portfolio includes premium Himalayan Spring water, aerated beverages such as Bisleri Limonata, Bisleri POP, and Bisleri Soda, among others. The company has a strong distribution network with 128 manufacturing centers and over 500,000 outlets, as well as an established retail presence in the UAE market. The partnership with Apparel Group will leverage the conglomerate’s operational expertise and market understanding to deliver exceptional beverage experiences to consumers in the Middle East and Africa.
Apparel Group, founded in 1996, is a leading player in the apparel retail and food and beverage sectors, with over 25,000 employees and a portfolio of over 85 clothing brands. The company operates over 2,300 stores across 14 countries, including West Asia, India, South-East Asia, and Africa. Neeraj Teckchandani, CEO of Apparel Group, commented that the partnership with Bisleri International is a strategic milestone in the company’s journey to diversify and scale new verticals across high-growth markets.
The partnership between Bisleri International and Apparel Group is expected to be a perfect blend of product quality, brand-building, and consumer understanding, driving growth and success in the region. With Bisleri’s commitment to quality and Apparel Group’s expertise, the partnership is poised to redefine beverage retail in the region. The launch of Bisleri’s products in the UAE in 2025 is expected to be the first step in a long-term collaboration that will bring exceptional beverage experiences to consumers in the Middle East and Africa.