 "Manpasand Beverages ties up with Baskin-Robbins")
According to Dhirendra Singh, Chairman & MD of Manpasand Beverages, this is the first instance where Baskin-Robbins outlets across the country will offer beverages in addition to ice creams.
"This is a significant moment for us as for the first time an Indian beverage company is entering into an exclusive tie up with a global major such as Baskin-Robbins. Our popular fruit-based drinks will be the only beverage brands available at selected outlets of the ice cream giant across India. After this first phase tie up for 250 outlets, we will later offer our products across all remaining stores of Baskin-Robbins too," Singh said in a statement.
Currently, Baskin-Robbins runs over 550 stores across 150 cities and towns, making it one of the largest ice cream retail chains in India. Baskin-Robbins had entered India in 1993 through a joint venture with the Graviss Group and had set up its first manufacturing plant outside North America in Pune.
According to Sanjay Coutinho, CEO of Graviss Foods Pvt. Ltd. the association will offer Baskin-Robbins' consumers a wider choice.
The tie-up with Baskin-Robbins is part of Manpasand Beverages' expansion strategy to tap the fast growing urban markets. Moreover, according to Singh, the tie up will also boost Manpasand's recently launched 'Fruits Up' brand, which consists of a range of carbonated fruit drinks and premium fruit drinks in different flavours, that are primarily targeted at urban markets. Manpasand's fruit juices will be available in tetra packs and 200 ml PET bottles.
Meanwhile, Manpasand Beverages had earlier entered into similar tie up with ice cream and food retailing major Havmor Ice Cream Ltd as well as Metro Cash & Carry, even as it looks to forge more such alliances to increase its urban market penetration.