City-based Manpasand Beverages today said it has tied up with German wholesale major Metro Cash & Carry to tap urban markets.
"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," Dhirendra Singh Chairman and Managing Director (CMD) of Manpasand told PTI.
"We hope to deepen this partnership in future by offering our future range of fruit juice brands too," he added.
This tie up will facilitate the penetration of Manpasand's flagship brand Mango Sip and recently launched Fruits Up brand, which consists of a range of carbonated fruit drinks into urban markets.
The company, which got listed on BSE and NSE last year, is looking at modern retail to boost its strategy, Singh said.
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.
Metro will also expand its footprint in the newer markets within the country, Singh said.
The company has two manufacturing facilities in Vadodara, one each in Varanasi, Uttar Pradesh and Dehradun in Uttaranchal. A new unit is being set up at Ambala in Haryana.
