Bisleri has executed its first international expansion plan and has partnered with the Nasser Abdulla group. The Nasser Abdulla group is a 25 year old group company that is involved in various industries like technology, real estate, logistics, shipping, travel and mineral water.
The Nasser Abdulla group has a group company called Emirates drinking water which will manufacture the Bisleri water brand and then sell in surrounding regions like Sharjah, Abu Dhabi, and Dubai. It will use offline and online marketing and distribute the products through E-commerce channels, modern trade, and general trade shops.
Bisleri will plan to manufacture, bottle, and sell its products via the Nasser Abdulla group. One of the reasons Bisleri has targeted Dubai is because of its hot weather conditions and higher dependence on bottled water. This dependence comes because the water is saline and the water supply is very less due to which home RO systems are nonexistent. Thus the sale of bottled water is high. Dubai is also having a rapid expansion in tourism and entertainment thereby increasing the demand for Water. There are high number of restaurants, hotels, entertainment hubs, and luxury and nonluxury places where bottled water is consumed. Thus Bisleri’s expansion in Dubai will definitely increase the sale of bottled water for the brand.
Bisleri has a stronghold in the bottled water industry in the Indian market. As per Wikipedia, it has more than 135 operational plans and a huge network of 3000 distributors. Besides that, it has a solid distribution infrastructure in place and more than 5000 distribution trucks. An interesting fact is that many of us see the Bisleri trucks on the road which also drives the brand building of the company. Bisleri has also adapted to the E-commerce market very fast and all its product sizes are available on all major e-commerce platforms.
Our Opinion
We think this is an excellent move by Bisleri because it is a two-pronged approach. On one side Bisleri expands its market in an excellent target region where its consumption is only going to rise. On the other hand, it also increases Bisleri’s valuation. Bisleri is being eyed by the Tata group in India and already negotiations are going on for the acquisition of the company. Thus, by showing its potential and expanding in the international market, Bisleri has increased its valuation in the eye of the acquirer and is definitely looking as an excellent brand and an excellent purchase right now.
