Indian bottled water brand Bisleri International Pvt. Ltd. has forayed into international markets, signing a bottling and manufacturing tie-up with Dubai-based Nasser Abdulla Lootah Group, to make its brand available in the UAE. The partnership will help strengthen Bisleri’s presence across the UAE.
The Emirates Drinking Water, a part of the diversified Nasser Abdulla Lootah Group, will manufacture and bottle the mineral water brand Bisleri and the premium spring water brand Vedica at its plant in Dubai, and will be sold in mass-premium general and modern trade stores, hotels, restaurants, and via e-commerce platforms in Abu Dhabi, Dubai, and Sharjah.
Bisleri International CEO Angelo George says, “The UAE market shows healthy growth projections with a noticeable appetite for Indian brands and products. Bisleri holds a strong connect with the Indian diaspora living in the region. The UAE is a beginning to our expansion plans, and we are committed to increasing our presence overseas.”
The UAE market for bottled mineral water is showing significant growth projections at a CAGR of 11% over the next five years. “Hot weather conditions, salinity of water and lack of home RO purification, and booming tourism with a very rapid expansion of related infrastructure has made Dubai the world’s largest consumer of bottled water,” explains George. “The entry into the UAE would pave the way for Bisleri’s expansion across other markets in the Middle East,” he adds.
Sunir Sulaiman, chief operating officer at Emirates Drinking Water, comments on the recent tie-up with Bisleri International, “We are happy to associate ourselves with Bisleri, the oldest water brand in India. We are confident that Bisler’s legacy along with our expertise will complement each other. The bottling will be done under the flagship of Emirates Drinking Water and along with Bisleri, we are poised to achieve our goals in the UAE’s competitive market.”
