India’s leading fruit juice player, Manpasand Beverages Ltd, has entered into an exclusive tie up with ice cream major Baskin-Robbins. Manpasand’s flagship mango-based brand ‘Mango Sip’ and recently launched ‘Fruits Up’ brand will be available at 250 ice cream parlours and outlets of Baskin-Robbins across India. This is also the first instance where Baskin-Robbins outlets across the country will offer beverages in addition to ice creams.
Speaking about this tie-up, Mr. Dhirendra Singh, Chairman & MD of Manpasand Beverages said, “This is a significant moment for us as for the first time an Indian beverage company is entering into an exclusive tie up with a global major such as Baskin-Robbins. Our popular fruit-based drinks will be the only beverage brands available at selected outlets of the ice cream giant across India. After this first phase tie up for 250 outlets, we will later offer our products across all remaining stores of Baskin-Robbins too.”
Offering delicious and fun treats across 150 cities & towns with 550 plus stores, Baskin-Robbins is one of the largest ice cream retail chains in India. Baskin-Robbins entered India in 1993 through a joint venture with the Graviss Group. Its first manufacturing plant outside North America opened in Pune.
Welcoming this unique association, Mr. Sanjay Coutinho, CEO of Graviss Foods Pvt. Ltd. said, “We are excited about this new partnership as this is Baskin Robbin’s first association with a fruit beverage company. As a brand, we have always believed in offering premium world class ice creams and find the same thirst for excellence in Manpasand’s various fruit beverages. We hope that this association will add to our available array of delicious fun treats and give consumers a wider choice.”
This alliance marks the continuation of the aggressive expansion strategy adopted by Manpasand Beverages to tap the fast growing urban markets. With this foray, Manpasand’s flagship brand ‘Mango Sip,’ which is extensively spread out in rural and semi-rural regions, will now be available in urban areas through Baskin-Robbin’s outlets. This tie up will also give a boost to Manpasand’s recently launched ‘Fruits Up’ brand, which consists of a range of carbonated fruit drinks and premium fruit drinks in different flavours, that is primarily targeted at urban markets. Manpasand’s fruit juices will be available in tetra packs and 200 ml PET bottles.
Recently, Manpasand Beverages entered into a tie up with ice cream and food retailing major Havmor Ice Cream Ltd as well as Metro Cash & Carry. In the coming days Manpasand is going to forge more such alliances to increase its urban market penetration.
About Manpasand Beverages Limited (manpasand.co.in)
One of the country’s leading fruit juice players, the Rs 400 crore Manpasand Beverages Limited, has got the unique distinction of being the only pure play company in this sector in the Indian capital markets. It is a niche player in a large, high-growth market. Manpasand Beverages represents the successful story of a visionary first generation entrepreneur, Dhirendra Singh, who has built one of India’s fastest growing fruit juices company and is now ready to take on the global cola giants head-on.
Manpasand Beverages is a fruit drink manufacturing company with a primary focus on mango fruit, which is the leading flavour for juice drinks in India. Company’s mango-based fruit drink, ‘Mango Sip’, is its flagship brand, which is strategically focused towards customers primarily based in semi urban and rural markets. With a view to expand its product portfolio, company has launched two new brands, ‘Fruits Up’ and ‘Manpasand ORS’. Under the ‘Fruits Up’ brand, Manpasand offers fruit drinks and carbonated fruit drinks in different flavours. Under the ‘Manpasand ORS’ brand, it offers fruit drinks with energy replenishing qualities with a primary focus on North East India. Company’s other major fruit juice brands are Apple Sip, Litchi Sip and Guava Sip. In the packaged drinking water its brand is ‘Pure Sip’.
In the fast-growing fruit-based beverages market in India, Manpasand Beverages has emerged as a formidable competitor for the bigger foreign and Indian rivals. Company’s value-for money offerings, strong focus on affordable price points, innovative products (like fruit-based carbonated soft drinks) and distribution strategies are going to be its major strengths.
The company has carved a niche for itself with a strong presence in the tier-2 and semi-rural and rural markets in India. Manpasand’s beverage brands are present in 24 states through more than 200,000 retailers, over 2000 distributors and 200 plus super stockists. The company has two manufacturing facilities at Vadodara in Gujarat, one each at Varanasi in Uttar Pradesh and Dehradun in Uttaranchal and a new one is being set up at Ambala in Haryana. For the year ended March 31, 2015, company reported sales of Rs 360 crore and net profit of Rs 30 crore.