Gujarat-based Manpasand Beverages has entered into a retail tie-up with ice cream and food retailing major Havmor Ice Cream to expand its reach in urban areas. Manpasand’s flagship mango-based brand ‘Mango Sip’ and recently launched ‘Fruits Up’ brand will be made available at around 210 food outlets of Havmor spread across Gujarat, Mumbai and Punjab to begin with, the company said in a statement.

The tie-up is a part of the company’s strategy worth Rs 400 crore to expand its reach in the urban areas, through Havmor’s food outlets. “

This marks our first major foray to aggressively tap the urban markets. Both Manpasand and Havmor are Gujarat headquartered companies with a strong presence in the state. With our ‘Fruits Up’ brand, we plan to take head-on the global cola majors in urban markets,” Dhirendra Singh, chairman and managing director of Manpasand Beverages said.

Products of Manpasand Beverages
                 Products of Manpasand Beverages

“We will consider further expanding our tie up with Havmor by making our juice brands available at their food outlets in Rajasthan and Madhya Pradesh and rest of Maharashtra in the future,” he added. ‘Fruits Up’ which consists of a range of carbonated fruit drinks, which is primarily targeted at urban markets will also get a marketing push through this, the company said. This tie up covers 164 outlets of Havmor in Gujarat, 28 outlets in Mumbai and 17 in Punjab. Manpasand Beverages recently got listed on the Indian bourses. Its 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.