May 17, 2016: After the success of Fruits Up, Manpasand Beverages Limited, India’s leading fruit juice player, has now entered the coconut drink segment under the ‘Coco Sip’ brand name. This new product consists of 100 percent natural packaged tender coconut water. Positioned as a healthy and premium beverage the product will be available in 200 ml PET bottle.
India has a vast coastline of 7517 Km and is the third largest coconut producer in the world. While branded & packaged coconut water consumption in India is still at a nascent stage, it has a big market in developed countries. For example, in the USA, coconut water drunk by consumers has shot up from less than 5 lakh litres in 2004 to around 200 million litres in 2014 according to one study. In case of Brazil, packaged coconut water accounted for around 20% of its total juice market in 2003 and by 2010 it had grown to around 65% share of total juice market. It is estimated that nearly 700 million litres of branded coconut water have been consumed worldwide in 2015 – this of course does not include the millions of litres of unbranded coconut water consumed in India and globally.
Speaking about their new brand launch, Mr. Dhirendra Singh, Chairman & MD of Manpasand Beverages Ltd., said, “The coconut drink market in India is huge and most of it is catered to by the unorganized and non-branded segment. Not only is it a delicious and natural alternative to the aerated drinks available in the market, it also has multiple nutritional values. There is a huge market for branded packaged coconut drink like Coco Sip in the urban markets. After our flagship Mango Sip brand and the recent introduction of Fruits Up, this coconut drink Coco Sip is our next big and niche product launch.”
“Coco Sip will be made available through 1,000 modern retail stores and strategic tie-ups with select retailers. We also plan to deliver Coco Sip at consumers’ doorsteps through the e-commerce route. With consumers being more health conscious, there is a growing demand for healthier alternatives in the recent times,” added Mr. Singh.
With a “Make in India” vision, the company is the only Indian pure play Beverage Company. Its flagship brand ‘Mango Sip’ is based on Mango, India’s favorite fruit, and is highly popular in many parts of the country. After mango, the company plans to market many more coconut based products in the country starting from pure coconut water, and will bring out more fruit based healthy beverages in the coming days.
About Manpasand Beverages Limited (www.manpasand.co.in)
One of the country’s leading fruit juice players, the Rs 400 crore Manpasand Beverages Limited, has got the unique distinction of being the only pure play company in this sector in the Indian capital markets. It is a niche player in a large, high-growth market. Manpasand Beverages represents the successful story of a visionary first generation entrepreneur, Dhirendra Singh, who has built one of India’s fastest growing fruit juices company and is now ready to take on the global cola giants head-on.
Manpasand Beverages is a fruit drink manufacturing company with a primary focus on mango fruit, which is the leading flavour for juice drinks in India. Company’s mango-based fruit drink, ‘Mango Sip’, is its flagship brand, which is strategically focused towards customers primarily based in semi urban and rural markets. With a view to expand its product portfolio, company has launched two new brands, ‘Fruits Up’ and ‘Manpasand ORS’. Under the ‘Fruits Up’ brand, Manpasand offers fruit drinks and carbonated fruit drinks in different flavours. Under the ‘Manpasand ORS’ brand, it offers fruit drinks with energy replenishing qualities with a primary focus on North East India. Company’s other major fruit juice brands are Apple Sip, Litchi Sip and Guava Sip. In the packaged drinking water its brand is ‘Pure Sip’ and for natural mineral water the brand is ‘Fons’.
In the fast-growing fruit-based beverages market in India, Manpasand Beverages has emerged as a formidable competitor for the bigger foreign and Indian rivals. Company’s value-for money offerings, strong focus on affordable price points, innovative products (like fruit-based carbonated soft drinks) and distribution strategies are going to be its major strengths. The company has carved a niche for itself with a strong presence in the tier-2 and semi-rural and rural markets in India. Manpasand’s beverage brands are present in 24 states through more than 200,000 retailers, over 2000 distributors and 200 plus super stockists. The company has two manufacturing facilities at Vadodara in Gujarat, one each at Varanasi in Uttar Pradesh and Dehradun in Uttaranchal and a new one is being set up at Ambala in Haryana. For the year ended March 31, 2015, company reported sales of Rs 360 crore and net profit of Rs 30 crore.