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growth Oct, 16 2013

‘Mango Sip’ India’s fourth largest mango juice brand

Indian packaged fruit drink market is pegged at Rs 5,000 crore

By Franchise India Bureau
‘Mango Sip’ India’s fourth largest mango juice brand

Manpasand Beverages has made its ‘Mango Sip’ brand the fourth largest selling packaged mango fruit juice and is now competing directly against giant multinationals and other major Indian corporate in this space. The packaged fruit drink market in India is currently pegged at Rs 5,000 crore witnessing tremendous growth.

Manpasand Beverages is in the business of beverages since a decade with its flagship brand Mango Sip established by first generation entrepreneur Shri Dhirendra Singh. It has carved a niche for itself in market with a basket of 25 product variants.

Speaking about the success of its ‘Mango Sip’ brand, Dhirendra Singh, Chairman & MD of Manpasand Beverages Pvt Ltd said, “We expect strong growth in future as there is huge opportunity in packaged beverage market being fuelled by a rise in disposable income, changing lifestyle and a burgeoning younger middle class. The per capita consumption in India is very low and this presents industry players with the opportunity to tap the huge untapped potential that this segment offers. Mango juice is amongst the favourite and most widely accepted by consumers across India. The beverages industry is expected to see 35 to 40 percent growth in foreseeable future. In next five years, we expect the size of fruit drink industry to more than double to around Rs 12,000 crore to Rs 15,000 crore.”

The per capita consumption of fruit juice based beverages in Germany is 45 litres, 42.5 litres in Switzerland and 39 litres in USA, while in India it stands at just 20 ml per capita. “This shows the huge opportunity we have in terms of business if proper strategies are devised to make fruit juices available more widely and affordable. Increasing penetration in tier-II and tier III cities of India will contribute towards growth of the sector.

Manpasand Beverages 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 over 20 states through more than 200,000 retailers, over 2000 distributors and 200 plus super stockists. The company’s manufacturing facilities are located at Vadodara in Gujarat, Varanasi in Uttar Pradesh and at Dehradun in Uttaranchal. 

Related: Pukka Tea enters India after success in Europe and USA

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