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Published on : Oct 26, 2015

Manpasand Beverages, based in the Indian state of Gujarat has decided to join forces and enter into a retail partnership with leading food and ice cream retailer Havmor Ice Cream in order to widen its reach in more urban markets.

Manpasand’s recently launched Fruits Up brand and its flagship brand Mango Sip, a mango-based drink, will be sold at an estimated 210 Havmor food outlets across Mumbai, Gujarat, and Punjab to start off, the company said in a recently issued statement.

The partnership is part of Manpasand Beverages’ INR 400 crore worth expansion strategy to widen its reach in urban areas via Havmor food outlets.

Managing director and chairman of Manpasand beverages Dhirendra Singh said that this partnership marks the company’s first major venture into aggressively tapping into the urban markets. Both Havmor and Manpasand are headquartered in Gujarat and have a strong presence in the region. The company, with its Fruits Up brand, plans to take the global cola majors head-on in urban areas. 

Dhirendra Singh added that the company will consider the further expansion of their partnership with Havmor by making available their juice brands at food outlets in Madhya Pradesh and Rajasthan as well as the rest of Maharashtra in the near future. 

The Fruits Up brand comprises a limited range of aerated fruit beverages and is primarily catering to the demand in urban markets. The company said that the brand will get an added marketing boost with this partnership. 

The Havmor and Manpasand Beverages tie-up covers 28 Havmor outlets in Mumbai, 164 outlets in Gujarat, and 17 food outlets in Punjab. 

Recently, Manpasand Beverages was listed on the Indian bourses and its beverage brands are available in 24 Indian states via more than 2000 distributers, over 200,000 retailers, and more than 200 super stockists. 

The beverage company has two manufacturing units in Vadodara, Gujarat, one in Dehradun, Uttaranchal, one in Varanasi, Uttar Pradesh, and a new one being established in Ambala, Haryana.