In a bid to expand its retail presence through organised retailers, Vadodara-based fruit juice palyer, Manpasand Beverages Ltd joined hands with German wholesale retail and trading major, Metro Cash & Carry.

Manpasand’s flagship brand ‘Mango Sip’ and recently launched ‘Fruits Up’ will be available in all Metro outlets across India. In past one year, Manpasand has created its strong presence in the rural and semi-urban market with its fruit-based ready to drink beverages.

However, the tie-up with Metro will provide a big boost to the company's recently launched ‘Fruits Up’ brand, which consists of a range of carbonated fruit drinks and premium fruit drinks in different flavours, primarily targeted at urban markets.

Commenting of the tie-up with the international retail brand, Dhirendra Singh, CMD, Manpasand Beverages said, “This is our first major tie-up with an international retail brand. We have entered into this partnership to deepen our reach to potential business customers. Mango Sip and Fruits Ups, in all existing sizes, will be available at all Metro outlets. We hope to deepen this partnership in future by offering our future range of fruit juice brands too.”

Manpasand Beverages operates in the packaged juice segment in India, which has grown at a CAGR of 28 per cent over the past five years.

The segment has been growing at 2 times nominal GDP growth, compared to overall FMCG market which is growing at 1.2 times nominal GDP growth according to a report by ICICI Securities.

Owing to changing lifestyle, health consciousness and rising per-capita income, the beverages manufactures in India stand to benefit further.

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