Bisleri International, the top bottled mineral water brand of India, has partnered with Nasser Abdulla Lootah Group for its debut in the UAE market. This marks their first venture outside of India. The Nasser Abdulla Lootah Group’s subsidiary, Emirates Drinking Water, will be responsible for the manufacturing and bottling of Bisleri and Vedica, the Himalayan Spring Water in its region. Products will come in two sizes – 500ml and 1.5ltrs – and will be available at general, premium, modern trade stores, HoReCa outlets, and e-commerce platforms across Dubai, Sharjah, and Abu Dhabi from April 2023.
The UAE bottled market is projected to expand at a CAGR of 11% over the next five years, driven by the rising expatriate population and the flourishing tourism sector. Moreover, Indian expatriates are considered as the biggest ethnic group in the nation accounting for nearly 30% of its inhabitants. Bisleri, a legacy Indian brand synonymous with the bottled water category, has a strong emotional connection with the audience, making it the ideal time for the company to expand its reach to the Indian diaspora and strengthen trust among its audience by entering the global market with UAE.
Angelo George, the Chief Executive Officer of Bisleri International, expressed the organization’s desire to take its oldest brand into the Middle East market through the United Arab Emirates. His objective is to rely on its trusted reputation in order to achieve success in this venture. According to George, the UAE market is displaying promising growth with a notable enthusiasm for Indian brands and items. The Nasser Abdulla Lootah Group has consequently come on board as a partner to augment its presence in this region. George emphasised that the company is committed to widening its international presence, and that the UAE just happens to be the beginning of their expansion plans abroad.
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Sunir Sulaiman, COO, and Felix Francis, General Manager of Emirates Drinking Water, expressed their happiness and confidence in associating with Bisleri, the oldest water brand in India. Bisleri and Emirates Drinking Water have united to form a powerful alliance that allows them to stand out in the highly competitive UAE market. Bottling activity will be undertaken by the Nasser Abdulla Lootah Group, with Emirates Drinking Water being part of it.
