Bisleri, a popular Indian packaged drinking water brand, has recently expanded into the UAE. The brand has partnered with franchises and sporting events across the nation to help with its regional expansion. It makes use of sports’ broad appeal and power to raise brand awareness and encourage customer interaction in the area. As Hydration Partners, Bisleri has worked with some of the largest athletic events and teams in India over the past year. Likewise, the brand is using the same approach in the UAE.
Market penetration through sports alliances
As the Official Hydration Partner, the brand has partnered with the Dubai Marathon. They have also teamed up with teams from the International League T20, commonly known as DP World ILT20, a cricket league based in the United Arab Emirates. The Gulf Giants, Abu Dhabi Knight Riders, Sharjah Warriors, Dubai Capitals, and MI Emirates are among the teams.
As these teams’ and events’ official Hydration Partners, Bisleri claims to make sure that both customers and athletes are properly hydrated during the competition. Through the partnership, Bisleri will also be able to create consumer experiences and have a visible and consistent brand presence at events. Together with the partner teams and events, the brand will also produce digital content.
The infrastructure and established legacy of Bisleri
With an amazing history spanning more than 50 years, Bisleri has established a solid reputation for providing clean, safe, and healthy water. This reputation supports the company’s recent entry into the UAE market. With 128 operational plants, more than 6000 distributors, and 7500 distribution trucks, mostly in India and its surrounding areas, the Indian multinational enjoys a strong infrastructure.
Dedication to sustainability
In addition to its business activities, Bisleri International is renowned for its dedication to sustainability. The organization leads programs that promote recycling, water conservation, and general sustainability, enhancing its reputation as a meticulous business.
Here’s what they said
Tushar Malhotra, Head of Marketing, Bisleri International Pvt. Ltd., said,
We are delighted to start our foray into the UAE with sporting associations such as the iconic Dubai Marathon and partnering with some of the most exciting teams – Sharjah Warriors, Dubai Capitals, MI Emirates, Gulf Giants, and Abu Dhabi Knight Riders. This is in continuation of the robust sports marketing programme which we have built in India that has been very successful in strengthening the connect between Bisleri, hydration and sports as we endeavor to promote a fit and healthier lifestyle for our consumers.