Manpasand Beverages and Parle Products To distribute Jointly in western markets

Manpasand Beverages and Parle Products have planned a joint distribution of their respective brands in western markets, starting with Gujarat. As a part of this strategic tie-up, the Beverage major has introduced a new brand for Mango Sip, “Mango Sip Gold,” which will be available along with “Parle G”.

“Our core strength has been our strong distribution networks in the rural and semi-urban markets of India. To deepen this, we formed an alliance with Parle Products as they have a strong distribution network across the country and also have a diversified product portfolio that caters to all types of consumers. Through this partnership, Manpasand Beverage will have access to 45 lakh outlets pan-India for our flagship brand “Mango Sip,” Dhirendra Singh, CMD, Manpasand Beverages said.

The first phase of the partnership was completed in the eastern region of India where up to 1 lakh outlets of Parle Products have been roped in by Manpasand Beverages.

Singh said, “As both the companies are known for their dominance in small and value packs, this tie-up will create a formidable synergy in the food and beverages segment of India. It will also help us in achieving our goal of providing quality and nutritional products to the masses.”

Last year, Manpasand Beverages tied-up with Parle products to jointly distribute their brands. Through this partnership the Company targets to expand distribution by two-folds by next fiscal year.

 “Parle is synonymous with the quintessential snack that every Indian has grown up with. This is a significant venture for us as we look for further growth in the Indian FMCG market with our Snacking range,” Krishna Rao, category head, Parle Products said.

Manpasand Beverages has invested a sum of Rs 600 crore to set up four new plants in Vadodara, Varanasi, Sri City, and eastern region of India.