Leading fruit juice player Manpasand Beverages Ltd is all set to make a mark in the ‘Make in India' in Mumbai. It is showcasing ‘Fruits Up’ - a range of carbonated fruit drinks and premium fruit juices during the exhibition.
According to the company, the launch of the product is the realisation of prime minister Narendra Modi’s vision of adding fruit juices in carbonated drinks. Going forward, the company will launch more, healthy beverages in the market and tap in global markets with its innovative product range.
The prime minister had asked multinational cola companies to try and blend aerated drinks with at least 5% fruit juice to help distressed farmers find a new market for their produce. By doing so, he said, farmers will not be forced to dump their produce because of ‘un-remunerative’ prices and the country can save Rs 30,000-40,000 crore by reducing the wastage of food products through processing.
Speaking on the development, Dhirendra Singh, CMD, Manpasand Beverages, said, “With a modest budget at hand, we have dedicated ourselves to intense R&D to bring out healthier fruit drinks. It gives us immense pleasure that our company has been successful in introducing ‘Fruits Up.’It is a healthier option available in the carbonated beverage segment that uses fruit juice as a base compared to synthetic base used by cola giants.”
“The launch of “Fruits Up” is a humble yet proud realisation of prime minister Narendra Modi’s appeal made to beverage makers to augment fruit sales for Indian farmers by adding fresh fruit juices in carbonated drinks. In the coming years, the company aims to grow into a global beverage company with strong roots in India and launch more such natural and healthy beverages,” said Singh.
Under the brand, the company offers premium fruit juices as well as carbonated fruit drinks in different flavours. Premium fruit juices are available in mango, apple, guava, litchi, orange and mixed fruit flavours and contain 16-17% fruit pulp, while the carbonated fruit drinks are available in grape, orange and lemon flavours and offer 5-10% real fruit juice. In the coming days, the brand will be available across India through modern retail stores and major food chains.
As per the Euromonitor report, soft drinks industry in India grew at a CAGR of 23.8% by off-trade value in the period 2009-2014. The overall soft drinks market in India saw aggregate sales of over 20,000 million litre, worth Rs 65,330 crore in the year 2014. The report also suggests that total sale of carbonates in India in 2014 aggregated to 4,217.1 million litre worth Rs 22,640.2 crore, recording a growth of 9.4% and 12.6% by volume and value respectively in the year.
