Manpasand to flavour Baskin-Robbins experience with fruit drinks magic at 250 ice cream outlets

Chandigarh, March 7, 2016: India’s leading fruit juice player, Manpasand Beverages Ltd, has entered into an exclusive tie up with ice cream major Baskin-Robbins. Manpasand’s flagship mango-based brand ‘Mango Sip’ and recently launched ‘Fruits Up’ brand will be available at 250 ice cream parlours and outlets of Baskin-Robbins across India. This is also the first instance where Baskin-Robbins outlets across the country will offer beverages in addition to ice creams.

Speaking about this tie-up, Mr. Dhirendra Singh, Chairman & MD of Manpasand Beverages said, “This is a significant moment for us as for the first time an Indian beverage company is entering into an exclusive tie up with a global major such as Baskin-Robbins. Our popular fruit-based drinks will be the only beverage brands available at selected outlets of the ice cream giant across India. After this first phase tie up for 250 outlets, we will later offer our products across all remaining stores of Baskin-Robbins too.”

Offering delicious and fun treats across 150 cities & towns with 550 plus stores, Baskin-Robbins is one of the largest ice cream retail chains in India. Baskin-Robbins entered India in 1993 through a joint venture with the Graviss Group. Its first manufacturing plant outside North America opened in Pune.

Welcoming this unique association, Mr. Sanjay Coutinho, CEO of Graviss Foods Pvt. Ltd. said, “We are excited about this new partnership as this is Baskin Robbin’s first association with a fruit beverage company. As a brand, we have always believed in offering premium world class ice creams and find the same thirst for excellence in Manpasand’s various fruit beverages. We hope that this association will add to our available array of delicious fun treats and give consumers a wider choice.”
This alliance marks the continuation of the aggressive expansion strategy adopted by Manpasand Beverages to tap the fast growing urban markets. With this foray, Manpasand’s flagship brand ‘Mango Sip,’ which is extensively spread out in rural and semi-rural regions, will now be available in urban areas through Baskin-Robbin’s outlets. This tie up will also give a boost to Manpasand’s recently launched ‘Fruits Up’ brand, which consists of a range of carbonated fruit drinks and premium fruit drinks in different flavours, that is primarily targeted at urban markets. Manpasand’s fruit juices will be available in tetra packs and 200 ml PET bottles.

Recently, Manpasand Beverages entered into a tie up with ice cream and food retailing major Havmor Ice Cream Ltd as well as Metro Cash & Carry. In the coming days Manpasand is going to forge more such alliances to increase its urban market penetration.