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Manpasand Beverages’ Mango Sip and Parle G enter exclusive partnership
Wednesday, 06 September, 2017, 08 : 00 AM [IST]
Our Bureau, Mumbai
Parle Products, India’s leading manufacturer of biscuits, confectionery and snacks, and Manpasand Beverages have entered an exclusive tie-up, which will give them access to outlets across India for their respective flagship products, Parle G biscuits and Mango Sip.

Under this tie-up, the fruit juice maker will have access to 4.5 million outlets pan-India for Mango Sip. A pilot of the said partnership is already underway in the eastern region of India, where two lakh outlets of Parle Products have been roped in by Manpasand Beverages.

Both the companies will cross-promote their brands and aim to achieve significant shares in the snack, biscuit and beverage markets. While Manpasand has introduced new packaging for Mango Sip and Mango Sip Gold, Parle biscuit and wafer packs will be offered with Mango Sip’s various stock-keeping units (SKUs).

Dhirendra Singh, chairman and managing director, Manpasand Beverages Ltd, said, “The core strength of Manpasand Beverages has been the company’s strong distribution network in all parts of India and its presence in the rural and semi-urban markets.”

“Moreover, we have embarked on a path to create innovative beverages for the masses, which are not only affordable but also nutritious,” he added.

“Given this ethos, Parle Products emerges as a natural partner, as they have a strong distribution network across the country, and also a diversified product portfolio that caters to all types of consumers,” Singh said.

“The pilot phase of this tie-up is currently underway, and responses so far have been very encouraging, as customers are appreciating the affordable pricing of the combo. We feel extremely delighted to have this opportunity to work with them and look forward to creating a formidable synergy in the fast-moving consumer goods (FMCG) sector,” he added.

Krishna Rao, category head, Parle Products, said, “Parle is synonymous with the quintessential snack that every Indian has grown up with.”

“We are very proud of our Indian roots and it gives us immense pleasure to come together with another proud Indian company, Manpasand Beverages,” he added.

“We see this opportunity to notch up our commitment to provide tasty and healthy food to our consumers. This is a significant venture for us, as we look for further growth in the Indian FMCG market with value-for-money products,” Rao said.

Since June 2015, Manpasand has embarked on an expansion mode, through strategic alliances in both the on-trade and off-trade formats. The company’s brands are available at major organised retail chains such as Metro Cash and Carry, Baskin-Robbins and SPAR and FMCG companies.
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