 "Manpasand Beverages opens manufacturing facility in Haryana")
Manpasand Beverages Limited, the maker of fruit drinks under brands such as Fruits Up & Mango Sip, has commissioned its new manufacturing facility at Ambala, Haryana. Built with an investment of around Rs 160 core, the new facility will contribute additional 45,000 to 50,000 cases per day to Manpasand’s existing capacity of 120,000-125,000 cases per day. In 2015, Manpasand had raised Rs 400 crore through an IPO and one of the primary objectives of this was setting up a manufacturing facility at Ambala.
Dhirendra Singh, chairman & managing director, Manpasand Beverages, commented, “The demand for our fruit juices under the Mango Sip and Fruits Up brands is so large that we need to continuously add new capacities to cater to this growing demand. The facility will produce the entire range of Fruits Up drinks, carbonated and noncarbonated, along with our flagship brand, Mango Sip. From a strategic point of view, this facility will give us an upper hand in reaching out to markets in North and North-Eastern India.”
With the Ambala facility in near operational phase, Manpasand has now five manufacturing facilities located in various parts of India: two at Vadodara (Gujarat), one in Varanasi (UP), one in Dehradun and the new one at Ambala. The company is also planning to set up a new plant in South India in future.
The other major initiative Manpasand has embarked upon was to tie up with organised retail players as well as various food and beverage outlets such as Metro Cash & Carry, Aditya Birla Retail, Havmor Ice Cream & Cafe Coffee Day, to name a few. Manpasand also became the only beverage company to tie up with global ice cream major Baskin Robbins in India. In the coming months, the company is going to forge more such alliances to increase its urban market penetration.
The market size of beverage industry in India, which consists of juices, carbonated drinks and bottled water is estimated to be worth around Rs 65,000 crore and this market is estimated to grow at CAGR of more than 20 percent. The Indian packaged juice industry size is about Rs 8,000 crore and it has been growing at more than 30 percent per annum in last few years and will maintain that pace in future as well.
With Rs 556 crore plus net sales in FY16, Manpasand Beverages Limited has emerged as a significant competitor to the national and multinational companies in the fast and ever-growing fruit-based beverages market in India.
While its mango-based fruit drink - Mango Sip - is focused towards customers primarily based in semi urban and rural markets, the company’s Fruits Up range of products, which offers fruit drinks and carbonated fruit drinks in different flavours, is targeted at the urban markets. With Fruits Up, the company plans to capture part of the huge carbonated drinks market, which is estimated to be worth around Rs 25,000 crores. Recently, the company has entered into packaged tender coconut water segment through their new brand, Coco Sip. In terms of health drinks, Manpasand ORS is afloat in North Eastern and soon has plans to go pan India.