Apparel Group, a global retail and fashion lifestyle conglomerate based in Dubai, has announced a strategic partnership with Bisleri International, India’s leading premium beverage company. The partnership will see Apparel Group handle the manufacturing, marketing, and distribution of Bisleri’s iconic brands across the Middle East and Africa, starting with the UAE launch in 2025.
Bisleri International has a diverse product portfolio, including packaged drinking water, premium Himalayan Spring water, and a range of aerated beverages. The company has a strong presence in India with 128 manufacturing centers and a robust distribution network catering to over 500,000 outlets. In the UAE, Bisleri has an established retail presence and has sponsored marquee sports events like the Dubai Marathon.
The partnership is a significant milestone in Apparel Group’s mission to diversify its portfolio and introduce best-in-class consumer brands to the region. With its extensive retail and F&B infrastructure spanning over 2,300 stores and 85+ brands in 14 countries, Apparel Group is well-positioned to unlock new avenues of growth and elevate regional beverage experiences.
The CEOs of both companies have expressed their enthusiasm for the partnership, citing the strong heritage of Bisleri and the operational expertise of Apparel Group. Neeraj Teckchandani, CEO of Apparel Group, commented that the partnership presents a powerful opportunity to deliver exceptional beverage experiences to consumers in the Middle East and Africa. Angelo George, CEO of Bisleri International, added that the partnership will be a perfect blend for success, given Bisleri’s commitment to product quality and brand building, and Apparel Group’s well-established presence and consumer understanding in the region.
The partnership is expected to drive growth and innovation in the beverage sector, with both companies committed to elevating the consumer experience through strategic collaboration. The Middle East and Africa markets represent a significant opportunity for value creation, with a large Indian diaspora in the region already familiar with Bisleri’s brands. The partnership is set to redefine beverage retail in the region and create a new standard for consumer experiences.