MUMBAI: Water you waiting for, Middle East and Africa? Bisleri International has just uncapped a major partnership with Dubai-based Apparel Group, setting the stage for a regional beverage boom. The strategic alliance will see Bisleri’s much-loved portfolio ranging from its iconic packaged water to its fizzy favourites manufactured, marketed and distributed across MEA, starting with the UAE in 2025.
With a legacy that’s been hydrating India for over 50 years, Bisleri has long held the top spot in the country’s packaged water market. Its product range includes not just the flagship water bottle, but also the premium Vedica Himalayan spring water, and aerated offerings like Limonata, POP, Spyci Jeera, Rev, and Soda. Currently, it operates 128 manufacturing centres and reaches over 500,000 outlets in India alone plus it already has a UAE presence, having backed events like the Dubai Marathon.
“The Middle East and Africa markets represent significant opportunity for value creation,” said Bisleri International CEO Angelo George. “With a large Indian diaspora already familiar with our brands and Apparel Group’s consumer expertise in the region, the match is just right.”
Founded in 1996, the Apparel Group is no lightweight. The retail behemoth runs 85 plus brands and 2,300 plus stores across 14 countries, supported by a workforce of 25,000. Now, they’re ready to add hydration to their retail portfolio.
Apparel Group CEO Neeraj Teckchandani called the tie-up a “strategic milestone” that aligns with the Group’s ambition to diversify and scale. “We see this as a long-term, value-driven collaboration that redefines beverage retail in the region,” he added.
With fizzy ambitions and deep-pocketed partners, Bisleri’s Middle East expansion is anything but a drop in the ocean. It’s a sign that the Indian refreshment giant is thirsty for more and ready to bottle global growth.