In the first week of November 2025, Malayali introduced Malayali Habibi, a zero alcohol, zero sugar beverage, at Lulu Hypermarket in Riyadh, in partnership with Lulu Group International. This is not just a regional launch. It is the beginning of a global journey — starting from the Middle East and expanding to the world.
Born in Culture, Built for the World
“Habibi” is a word that carries warmth across borders. It means my dear, my friend, my loved one. By launching in Saudi Arabia, Malayali begins at the heart of a culture where connection and hospitality are deeply rooted. The vision is clear: take Habibi from the Middle East to global audiences seeking something meaningful and relevant.
A New Global Standard: Zero Alcohol, Zero Sugar
Consumer preferences are shifting worldwide. People are looking for beverages that align with modern lifestyles — cleaner, lighter, and more inclusive. Malayali Habibi is built on two simple ideas: zero alcohol and zero sugar. It is a drink for everyone, for any moment, across cultures and occasions — defined not by restriction, but by freedom.
Why the Middle East Comes First
The Middle East is not just a market, but a cultural starting point. With a young, globally connected population and strong alignment with non-alcoholic consumption, it is the ideal launchpad. Starting at Lulu Hypermarket in Riyadh places Habibi directly into everyday life — accessible and ready to scale.
Powered by Lulu – Built for Scale
The partnership with Lulu Group International enables rapid growth from day one, with strong distribution, visibility, and trust. Founded in 2000, Lulu has grown into one of the largest retail chains in the Middle East, operating hundreds of hypermarkets and supermarkets across multiple countries and serving millions of customers every year.
Learn more about Lulu Group here: https://www.lulugroupinternational.com/
We are grateful to Lulu Group International for this significant opening and for believing in Malayali Habibi as it begins its journey in the region.
Malayali Habibi is now available across Lulu stores in Saudi Arabia, with expansion already underway.
From Riyadh to the Middle East — and Beyond
The rollout continues across Bahrain, Qatar, Kuwait, Oman, and the United Arab Emirates. But this is only the next step. Habibi is designed to travel — across regions, cultures, and markets — as a globally relevant zero alcohol, zero sugar beverage.
Crafted for a Connected Generation
A new generation worldwide is redefining consumption — health-conscious, socially aware, and globally influenced. From Riyadh to London, from Dubai to Berlin, the shift is clear: people want better choices. Habibi fits naturally into this change.
More Than a Launch – The Start of a Movement
Malayali Habibi represents a larger idea — drinking without compromise, socializing without alcohol, and enjoying without sugar. This is not a trend. It is a shift.
The Road Ahead
With strong momentum in Saudi Arabia and expansion across the Middle East, the next phase is global. The focus is on awareness, distribution, and building a universally relatable brand.
Celebrate Life, Anywhere
From Riyadh to the world, Malayali Habibi is built on one simple idea: connection. A drink that belongs everywhere. A product that speaks to everyone. Zero alcohol. Zero sugar. No boundaries.