Manpasand Beverages Ltd, leading fruit juice player, has entered into a tie-up with ice cream & food retailing major Havmor Ice Cream Ltd. The company’s flagship mango-based brand ‘Mango Sip’ and recently launched ‘Fruits Up’ brand will be made available at around 210 food outlets of Havmor spread across Gujarat, Mumbai and Punjab to start with. Apart from one of the MNC cola brand, Manpasand’s two beverage brands will be the only other beverage brands to be sold at all Havmor outlets.
The tie-up is a comprehensive strategy of Manpasand to expand its reach in the urban areas. With this foray, company’s flagship brand ‘Mango Sip,’ which is extensively spread out in rural and semi-rural regions, will now be made available in urban areas through Havmor’s food 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. This tie-up covers 164 outlets of Havmor in Gujarat, 28 outlets in Mumbai and 17 in Punjab.
Speaking about the tie-up, Dhirendra Singh, chairman & MD, Manpasand Beverages, said, “We are very excited about this tie-up as it marks our first major foray to aggressively tap the urban markets. Our fruit juices will be available in tetra packs and 200 ml PET bottles. Both Manpasand and Havmor are Gujarat headquartered companies with a strong presence in the state. With our ‘Fruits Up’ brand we plan to take head-on the global cola majors in urban markets. We will consider further expanding our tie-up with Havmor by making our fruit juice brands available at their food outlets in Rajasthan and Madhya Pradesh and rest of Maharashtra in future.”
Vrajesh Jha, VP, marketing, Havmor Ice Cream Ltd, said, “With this tie-up, Manpasand’s popular drinks will now be available at all our restaurants, eateries, ice cream parlours, fun flavours and hotchpotch format stores. This also signifies coming together of not only two Indian, but Gujarat- based companies in the FMCG sector and brings about opportunity to tap in newer markets. We are very hopeful about this alliance and look forward to further expansions.”
