UAE launch in 2025 to be followed by regional expansion as part of broader MEA growth strategy
New Delhi: Apparel Group, the Dubai-headquartered global retail and lifestyle conglomerate, has announced a strategic partnership with Bisleri International, India’s leading premium beverage brand. The collaboration aims to introduce and scale Bisleri’s range of beverages across the Middle East and Africa (MEA), beginning with the United Arab Emirates (UAE) in 2025, the company said in a release.
This alliance will see Apparel Group leading the manufacturing, marketing, and distribution of Bisleri’s extensive portfolio, including Bisleri packaged drinking water, Vedica Himalayan Spring Water, and its range of aerated beverages such as Limonata, POP, Spyci Jeera, Rev, and Bisleri Soda.
With over five decades of a distribution network covering 500,000+ outlets through 128 manufacturing centres, Bisleri International has firmly established itself as India’s most recognised beverage name. Its prior presence in the UAE market, including marquee sports partnerships such as the Dubai Marathon, has laid a strong foundation for this next phase of regional growth.
Neeraj Teckchandani, CEO of Apparel Group, stated:
“Our partnership with Bisleri International marks a strategic milestone in Apparel Group’s journey to diversify and scale new verticals across high-growth markets. Bisleri’s strong heritage, combined with our operational expertise and market reach, presents a powerful opportunity to redefine beverage experiences in the Middle East and Africa.”
Angelo George, CEO of Bisleri International, added:
“The Middle East and Africa present immense potential for the beverage sector, with a large Indian diaspora and growing demand for quality hydration and refreshment options. We are excited to embark on this new journey with Apparel Group, whose deep consumer insight and retail strength make them an ideal partner to take Bisleri to new heights in the region.”
The partnership underscores both companies’ commitment to innovation, regional expansion, and delivering value-driven consumer experiences. Leveraging Apparel Group’s robust infrastructure—spanning 2,300+ stores and 85+ brands across 14 countries—the joint venture is expected to enhance Bisleri’s global footprint significantly.
Apparel Group is a global fashion and lifestyle retail powerhouse based in Dubai, with a growing presence across GCC countries, India, Southeast Asia, and Africa. Its diversified portfolio includes brands such as Tommy Hilfiger, Skechers, ALDO, Charles & Keith, and Tim Hortons. With a multicultural workforce of 27,000+ employees, the group operates over 2,300 stores in 14 countries, delivering omnichannel retail experiences under the vision of founders Sima Ganwani Ved and Nilesh Ved.
Bisleri International is India’s leading premium beverage company with a legacy of over 50 years. It offers a wide portfolio of products across water and soft drinks and is recognised for its innovation and sustainability efforts. As a household name across India, Bisleri continues to expand its footprint globally, guided by a commitment to quality, safety, and environmental stewardship.
