Manpasand Beverages ties up with German wholesale major METRO Cash & Carry to tap urban markets

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January 15, 2016: India’s leading fruit juice player, Manpasand Beverages Ltd, has entered into a tie up with German wholesale retail and trading major, METRO Cash & Carry. Manpasand’s flagship mango-based brand ‘Mango Sip’ and recently launched ‘Fruits Up’ will be available in all of METRO’s various outlets across India.

This tie up will facilitate the penetration of Manpasand’s flagship brand ‘Mango Sip’ into urban markets. It will also give a boost to the recently launched ‘Fruits Up’ brand, which consists of a range of carbonated fruit drinks and premium fruit drinks in different flavours, primarily targeted at urban markets.

Speaking about this tie-up, Mr. Dhirendra Singh, Chairman & MD of Manpasand Beverages said, “In continuation of our urban markets expansion strategy, this is our first major tie up with an international retail brand. We have entered into this partnership to deepen our reach to potential business customers as METRO Cash & Carry works on an exclusive business-to-business wholesale concept. Mango Sip and Fruits Ups, in all existing sizes, will be available at all METRO outlets. We hope to deepen this partnership in future by offering our future range of fruit juice brands too.”

India is a key market in METRO’s global expansion strategy. With modern trade on the threshold of exponential growth in India, METRO will extend its presence in existing markets by further deepening its network of customers and suppliers. The company will also expand its footprint into newer markets within the country bringing these markets the benefit of its unique wholesale concept.

“Manpasand’s ‘Mango Sip’ and ‘Fruits Up’ brands will enable METRO Cash & Carry to offer quality fruit drinks to its customers at very attractive prices,” added Mr. Dhirendra Singh.

Manpasand Beverages operates in the packaged juice segment in India, which has grown at a CAGR of 28% over the past five years. The segment has been growing at 2 times nominal GDP growth, compared to overall FMCG market which is growing at 1.2 times nominal GDP growth according to a report by ICICI Securities. Owing to changing lifestyle, health consciousness and rising per-capita income, the beverages manufactures in India stand to benefit further.

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’ and for natural mineral water the brand is ‘Fons’.

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.

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