Apparel Group, the Dubai-headquartered retail and lifestyle powerhouse, has announced a strategic partnership with India’s leading beverage brand, Bisleri International.
As part of the collaboration, Apparel Group will take charge of manufacturing, marketing, and distributing Bisleri’s iconic beverage portfolio across the Middle East and Africa, beginning with a UAE launch in 2025.
With a legacy of over 50 years, Bisleri International is known for its flagship packaged drinking water brand, Bisleri, and premium offering, Bisleri Vedica Himalayan Spring Water. The company also has a strong lineup of aerated drinks including Bisleri Limonata, POP, Spyci Jeera, Rev, and Soda. In India, its extensive operations span 128 manufacturing centers and a distribution network reaching over 500,000 outlets. Bisleri already has a foothold in the UAE market and has built brand recall through high-visibility associations like the Dubai Marathon.
This new alliance aligns with Apparel Group’s strategy to diversify and scale its consumer offerings. With a retail and F&B network of 2,300+ stores and 85+ brands in 14 countries, the Group is well-positioned to introduce and grow global brands in the region.
Neeraj Teckchandani, CEO of Apparel Group, said, “Bisleri’s strong heritage, combined with our operational expertise and market reach, creates a powerful platform to redefine beverage experiences for consumers across the Middle East and Africa.”
Angelo George, CEO of Bisleri International, said, “The Middle East and Africa hold immense potential in the beverage space, especially with a large Indian diaspora familiar with our products. Our past success in the UAE sets the stage for this exciting new chapter with Apparel Group.”
Apparel Group continues to cement its leadership across GCC markets like Bahrain, Saudi Arabia, Kuwait, Qatar, and Oman, while expanding in India, Southeast Asia, South Africa, and Egypt.
The company’s robust omni-channel ecosystem and global brand partnerships—including names like Tommy Hilfiger, Skechers, ALDO, Charles & Keith, and Tim Hortons—are powered by a dynamic team of 27,000+ and the visionary leadership of founders Sima Ganwani Ved and Nilesh Ved.
