LuLu Introduces Kerala-Inspired Brands at Gulfood 2026
Retail giant LuLu Group has unveiled two culturally rooted products in the UAE. Adipoli and Malayali Habibi. The launches took place on the sidelines of Gulfood 2026, positioning regional identity as a commercial asset on global shelves.
Both products draw directly from Malayalam hook words and are designed to spark curiosity-led consumption among Gulf shoppers, particularly the large Indian diaspora.
What Does ‘Adipoli’ Really Mean?
In Malayalam, adipoli is elastic. It can mean excellent, amazing, or ironically, “of course this would happen.” The phrase shifts meaning based on tone and context.
For the founders behind the brand, however, Adipoli represents something more literal. A refreshing tropical drink designed for modern consumers in the Middle East.
The product is a tropical magnesium and vitamin drink, developed in Poland and imported into the UAE. While the pricing has not yet been disclosed, the branding clearly leans on cultural familiarity rather than functional claims alone.
A Poland-Made Drink with Kerala Roots
The company manufactures the drink in Warsaw and bottles and packages it in Poland before shipping it to the UAE. Following its launch, LuLu confirmed that it will sell Adipoli across all its stores in the country, with plans to roll out the brand across the wider Middle East.
Explaining the strategy behind the launch, V Nandakumar, Director of Marketing and Communications at LuLu Group, said the retailer is deliberately backing young international brands that bring a distinct identity to retail shelves.
He added that LuLu first connected with the founders after opening a sourcing office in Poland last year. Those early discussions eventually led to the development of products tailored specifically for Gulf consumers.
From ‘Malayali’ to ‘Malayali Habibi’
Adipoli is not the brand’s first culturally driven offering. Earlier, the founders launched an alcohol-free beer called Malayali, followed by Malayali Habibi, a version customised for the Middle East market.
Explaining the naming strategy, Nandakumar said it blends Indian cultural identity with regional familiarity, making the products instantly recognisable and emotionally accessible to consumers.
The intent, he added, is clear: build brands that can travel globally while remaining rooted in Kerala’s linguistic and cultural markers.What Exactly Is Adipoli?
Rollout Across the Middle East
LuLu confirmed that Adipoli will roll out across all its Middle East stores, beginning with the UAE. The retailer’s backing provides immediate scale and visibility, especially in high-footfall locations.
The launch reflects a broader shift in retail. Cultural storytelling is no longer limited to niche aisles. It is moving into mainstream, mass retail formats.
The Company Behind the Brands
Founded in 2022, Hexagon Spirits International is the maker of Adipoli and Malayali Habibi. The company has expanded to 21 countries in under three years, including a high-profile launch at Cochin International Airport, duty-free.
The brand is brewed in Poland using European hops and Indian rice flakes and is available in multiple variants.
Inspiration Born from Crisis
Founders Chandramohan Nallur and Sargheve Sukumaran say the idea for the brand took shape during Operation Ganga, India’s evacuation mission during the Russia–Ukraine conflict.
The experience inspired a product centred on resilience, migration, and identity. That narrative continues to shape how the brand positions itself globally.
Following recognition at the World Beer Awards within three years of launch, Nallur described the moment as a collective win for globally minded entrepreneurs.
Growth and Global Expansion Plans
Hexagon Spirits International has reported 30 per cent year-on-year sales growth across markets including the UK, UAE, Singapore, and Europe.
The company plans to expand into North America, Oceania, and Southeast Asia by the end of 2025, using cultural recall as a bridge rather than a barrier.
When Language Becomes Strategy
With Adipoli and Malayali Habibi, LuLu is testing a simple but powerful idea. Words carry memory. Memory drives curiosity. Curiosity sells.
At Gulfood 2026, Kerala slang did not stay niche. It walked straight into global retail.
Adipoli will be rolled out across all LuLu stores in the Middle East, starting with the UAE.
Image source: Gulf News
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