Bisleri is one of India’s leading bottled mineral water brands that is crossing borders. It has set up its first overseas operations in the UAE. The company has partnered with a Gulf company, the Nasser Abdullah Lootah Group, to create the brand.
The manufacturing and bottling will be under the flagship of Emirates Drinking Water, which is part of the Nasser Abdulla Lootah Group of Companies in the region. The partnership will help strengthen Bisleri International’s presence across Dubai, Sharjah, and Abu Dhabi.
The operations will begin in April 2023. Bisleri—mineral water—and Vedica—the Himalayan Spring Water—will be available in 500 mL and 1.5 liters at mass-premium general and modern trade stores, along with HoReCa and e-commerce platforms.
The UAE bottled water market is displaying significant growth projections. As per a recent market study, the bottled water industry is estimated to grow at a CAGR of 11% over the next five years. This is driven by an increasing number of immigrants and the growing tourism sector, leading to a surge in demand for functional water.
Entering the global market with the UAE is a perfect time to connect with the Indian diaspora, as the Indian expatriate community is the country’s largest ethnic community, constituting approximately 30% of the country’s population. Bisleri, a legacy Indian brand synonymous with the category, has an emotional connection with the audience.
Angelo George, CEO of Bisleri International, explained that the UAE market shows healthy growth projections for Indian brands and products.
“Our partnership with the Nasser Abdullah Lootah Group will strengthen our reach in the market. UAE is the beginning of our expansion plans, and we are committed to increasing our presence overseas,” he said.Sunir Sulaiman, chief operating officer, and Felix Francis, general manager of Emirates Drinking Water, commented about the collaboration with Bisleri International: “We are happy to associate with Bisleri, the oldest water brand in India. We are confident that Bisleri’s legacy in India and our expertise complement each other. The bottling will be done under the brand name Emirates Drinking Water. Along with Bisleri, we are poised to achieve our goals in the competitive market of the UAE.