Beverage company Bisleri International allies with Apparel Group for strategic expansion of beverage reach in Middle East and Africa.
At a Glance:
Bisleri International, an iconic Indian beverage company, is joining forces with Dubai's Apparel Group in a groundbreaking strategic partnership. The collaboration aims to widen Bisleri's beverage footprint across the Middle East and Africa (MEA) region, starting with a UAE unveiling in 2025, and extending into broader regional growth.
Setting the Stage:
With over five decades under its belt, Bisleri International boasts a rich legacy and an extensive product portfolio. This includes its leading Indian packaged drinking water brand, Bisleri, as well as its premium Himalayan Spring water, Bisleri Vedica, and a dynamic range of fun-filled bubbly refreshments like Bisleri Limonata, Bisleri POP, Bisleri Spyci Jeera, Bisleri Rev, and Bisleri Soda [3].
On the other hand, Apparel Group – a retail and fashion lifestyle conglomerate headquartered in Dubai - counts over 25,000 employees, manages 85+ brands, and operates more than 2,300 stores spanning 14 countries across the Middle East, India, Southeast Asia, and Africa [1].
A Perfect Blend:
According to Angelo George, Bisleri International's CEO, the Middle East and Africa markets present an excellent chance to boost the beverage sector. He added that the Indian diaspora in the region is already well-acquainted with Bisleri brands, and the strategic partnership with the Apparel Group will kickstart a new chapter for Bisleri in the region [2].
Neeraj Teckchandani, CEO of Apparel Group, views the collaboration as a significant milestone in their journey to diversify and penetrate new markets. He believes that Bisleri’s heritage, combined with Apparel Group’s retail expertise and deep market understanding, will deliver remarkable beverage experiences to MEA consumers [2].
A Sustainable Future:
This partnership underscores both organizations' commitment to innovation, regional expansion, and elevating consumer experiences through impactful collaborations [2]. Bisleri International continues to grow sustainably, reinforced by its focus on recycling, water conservation, and sustainability initiatives under the Bisleri Greener Promise program [3].
Sources:
[1] Al Bawaba: https://albawaba.com/business/apparel-group-partners-bisleri-intl-expand-beverage-footprint-middle-east-africa[2] BusinessWire India: https://www.businesswireindia.com/news/bisleri-international-announces-strategic-partnership-apparel-group-launch-bisleri-middle-east-africa/pr-1254571285[3] Bisleri: http://www.bisleri.com/[4] Etihad News: https://www.etihadnews.ae/news/bisleri-international-announces-strategic-partnership-with-the-apparel-group/20211103339911/
- Bisleri International, a renowned Indian beverage company, sees the Middle East and Africa (MEA) markets as an opportunity to expand its business in the beverage sector.
- The strategic partnership with Dubai's Apparel Group, a retail and fashion conglomerate, will help Bisleri International increase its beverage footprint in the MEA region, starting with a UAE unveiling in 2025 and further regional growth.
- The collaboration signifies both organizations' dedication to innovation, regional expansion, and delivering remarkable consumer experiences through impactful collaborations.
- Bisleri International, known for its commitment to sustainability, reinforces this focus through initiatives such as recycling, water conservation, and its Bisleri Greener Promise program.
