- Rs 160 crore invested in setting up new facility at Ambala
- Production capacity to go up by 45,000-50,000 cases per day
- Mango Sip and Fruits Up brands to be made and distributed to North and North-Eastern India from the new plant
August 23, 2016: Manpasand Beverages Limited, India’s leading fruit juice player, has completed setting-up of its new manufacturing facility in the state of Haryana. Located in Ambala, 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. The total investment for this facility was around Rs 160 core and has been financed though the IPO proceeds. 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 in Haryana.
Speaking about the completion of the new facility, Mr. Dhirendra Singh, Chairman & MD of Manpasand Beverages said, “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 non-carbonated, 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 in Gujarat, one in Varanasi, UP, one in Dehradun and the new one at Ambala in Haryana. 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 & Café 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%. The Indian packaged juice industry size is about Rs. 8,000 crore and it has been growing at more than 30% per annum in last few years and will maintain that pace in future as well.
About Manpasand Beverages Limited (www.manpasand.co.in)
One of the country’s leading fruit juice players with Rs. 556 crore plus net sales in FY16, Manpasand Beverages Limited has got the unique distinction of being the only pure play Company in this sector in the Indian capital 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 flagship brand, ‘Mango Sip’, a mango-based fruit drink, is strategically focused towards customers primarily based in semi urban and rural markets. With a view to expand its product portfolio and target the urban markets, Manpasand launched its ‘Fruits Up’ range of products which offers fruit drinks and carbonated fruit drinks in different flavours. Without any synthetic base, ‘FRUITS UP’ is made up of natural ingredients and comes in a range of carbonated and non-carbonated fruit drinks. With ‘Fruits Up’, the company plans to capture part of the huge carbonated drinks market, which is estimated to be worth around 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.
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.
In the fast and ever-growing fruit-based beverages market in India, the Company has emerged as a significant and formidable competitor to the National and Multinational beverage giants. A customer-centric approach, value-for-money offerings, strong focus on affordable price points, innovation and research, brand building, aggressive production capacity expansions and strong distribution strategies are the Company’s major strengths.