Bottled water company Bisleri International has signed a manufacturing and bottling partnership with Dubai-based Nasser Abdulla Lootah group, marking its first international expansion.
The Nasser Abdulla group, a 25-year-old entity, has businesses in travel, shipping, logistics, mineral water, real estate and IT. Emirates Drinking Water will carry out operations for Bisleri water at its plants in Dubai, which will sell in Dubai, Sharjah and Abu Dhabi in mass-premium general and modern trade stores, hotels and restaurants, and via ecommerce platforms.
Bisleri International is a leading bottled water company in India, which was founded in Mumbai in 1965. The company’s name is derived from the Italian word “Bisleri”, which is the surname of the founder, Felice Bisleri. The company is known for its flagship product, Bisleri mineral water, which has become a household name in India. Over the years, Bisleri has diversified its product portfolio to include various types of water, carbonated drinks, and fruit juices.
Bisleri has a vast distribution network in India, which includes over 150 manufacturing plants, a network of more than 6,000 distributors, and a fleet of 7,500 trucks. The company’s products are available in various sizes, ranging from small bottles of 250 ml to large 20-litre bulk packs. In addition to traditional brick-and-mortar stores, Bisleri also offers home delivery services through its mobile app, Bisleri@Doorstep, which has been well received by customers.
Angelo George, Chief Executive at Bisleri International, said “Dubai is one of the world’s largest bottled water markets, because of hot weather conditions, absence of the home RO purification industry since the water is saline and all water consumption happening through bottled water. The third reason is high tourism and very rapid expansion of entertainment hubs, restaurants and hotels.” and added “Established players could potentially enter and create disruption,”
The company faces competition from other major bottled water brands in India, such as Coca-Cola’s Kinley and PepsiCo’s Aquafina, as well as local players like Kingfisher, Himalayan, and Bailey. Bisleri has been successful in differentiating itself by emphasizing the quality of its products and its commitment to sustainability. The company has invested in water conservation initiatives and recycling programs, which have earned it recognition from various organizations.
In 2021, Tata Consumer Products announced that it would acquire a majority stake in Bisleri International for an estimated INR 6,000-7,000 crore, in what is expected to be one of the largest deals in India’s FMCG sector. The current management is expected to continue for two years, and the acquisition is seen as a strategic move for Tata Consumer Products, which aims to expand its presence in the non-alcoholic beverages market.