Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 11 pages
Data source: Published sources
Topics:
Packaged water market in UAE; International business; International marketing; International business environment; Business expansion strategies; Strategic business development; Product launch strategies; Logistics management; Ansoff's matrix; Ethnocentric marketing; Buying motivations (emotional)
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Abstract
Indian bottled mineral water brand Bisleri International (Bisleri) launched its first overseas operations in UAE in partnership with Gulf Company Nasser Abdulla Lootah Group. The company had been eyeing global expansion for a very long time. The company targeted countries with a large diaspora of Indian population for its international expansion. With its UAE foray, Bisleri took its first step toward global expansion. The UAE bottled water market was highly competitive, but it also had tremendous potential due to water scarcity in the region. The UAE bottled water market was expected to grow at a CAGR of 4.7% through 2030 due to an increasing number of immigrants and the growing tourism industry. Furthermore, nearly 30% of the country's population comprised Indian expatriates who had a strong connection with the brand. Would Bisleri be successful in the UAE? Would the UAE market pave the way for further global expansion for Bisleri?
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Time period
The events covered by this case took place in 2023.Geographical setting
Region:
Asia
Countries:
United Arab Emirates; India
Featured company
Biseleri International
Employees:
1001-5000
Type:
Privately held
Industry:
Beverages (Packaged water)
Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 6 pages
Data source: Published sources
About
Abstract
Indian bottled mineral water brand Bisleri International (Bisleri) launched its first overseas operations in UAE in partnership with Gulf Company Nasser Abdulla Lootah Group. The company had been eyeing global expansion for a very long time. The company targeted countries with a large diaspora of Indian population for its international expansion. With its UAE foray, Bisleri took its first step toward global expansion. The UAE bottled water market was highly competitive, but it also had tremendous potential due to water scarcity in the region. The UAE bottled water market was expected to grow at a CAGR of 4.7% through 2030 due to an increasing number of immigrants and the growing tourism industry. Furthermore, nearly 30% of the country's population comprised Indian expatriates who had a strong connection with the brand. Would Bisleri be successful in the UAE? Would the UAE market pave the way for further global expansion for Bisleri?
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Settings
Time period
The events covered by this case took place in 2023.Geographical setting
Region:
Asia
Countries:
United Arab Emirates; India
Featured company
Biseleri International
Employees:
1001-5000
Type:
Privately held
Industry:
Beverages (Packaged water)
Related
Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 6 pages
Data source: Published sources