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.
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. Here are the top four reasons for the tie-up:
Expanding ‘Mango Sip’ in urban markets: As, Metro Cash & Carry is one of the widely spread supermarket across top cities in India, this tie up will facilitate the penetration of Manpasand’s flagship brand ‘Mango Sip’ into urban markets.
Boosting growth of new brands: 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 as getting on the shelf of one of the biggest supermarket can give the brand a nice attention.
Targeting the ‘Educated’ customers: Speaking about this tie-up, 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.”
Cashing on with Metro’s expansion: 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. And, this could help Manpasand expand its reach with the international supermarket.
“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.