Bisleri partners Apparel Group for Middle East & Africa region distribution
has formed a landmark strategic partnership with the
Apparel Group
, the global retail and fashion lifestyle conglomerate headquartered in Dubai to manufacture, market and distribute Bisleri's portfolio in the Middle East & Africa region, beginning with the UAE launch in 2025.
Bisleri product portfolio includes Vedica, premium
Himalayan Spring water
and a range of
aerated beverages
such as Limonata and Bisleri Soda. The company's operations span across 128 manufacturing centers with a distribution network catering to more than 500,000 outlets, alongside an established retail presence in the UAE Market with sports sponsorships like the Dubai Marathon.
'The Middle East and Africa markets represent significant opportunity for value creation in the beverage sector. There is a large Indian diaspora in the region which is already familiar with our brands. We have had sustained success in the UAE market in the past and I am delighted to announce the next chapter of our journey in the region with our strategic partnership with the Apparel Group," Angelo George, CEO, Bisleri International said.
The Apparel Group, founded in 1996 in Dubai, manages a portfolio of 85 brands and operates over 2,300 stores across 14 countries spread across the Middle East, India, Southeast Asia & Africa.
Neeraj Teckchandani, CEO of Apparel Group, said, "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 deep market understanding, presents a powerful opportunity to deliver exceptional beverage experiences to consumers in the Middle East and Africa. We look forward to building a long-term, value-driven collaboration that redefines beverage retail in the region."
This partnership reiterates both organizations' commitment to innovation, regional expansion, and elevating consumer experiences through strategic collaboration, it said.
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