Manpasand to expand fruit juice product portfolio

Even as its runs trials for its soon-to-be-launched aerated drinks, Vadodara-based soft drink player Manpasand Beverages is set to further expand its fruit juice product portfolio.

Manpasand has so far been present in ready-to-serve fruit juice market with its flagship brand 'Mango Sip' - a contemporary of Maaza, Slice and Frooti, apart from 'FONS' guava, lichee and apple fruit drinks. However, now the company is looking at more natural fruit flavours.

"We are investing around Rs 150 crore to expand our production capacity in order to incorporate more fruit juice products. We have decided to expand our product portfolio and add more natural fruit flavours. While earlier we were thinking of some regional fruits, we have now decided to focus on fruits that can be marketed pan-India such as pineapple and orange," said Dhirendra Singh, chairman of Manpasand Beverages, while refusing to divulge further details.

In the aerated drink segment, the company is currently conducting trials in certain test markets before launching the same by the end of the current financial year 2013-14. To be launched in three flavours, the drinks will be branded as 'Cola Sip', 'Lime Sip' and 'Orange Sip'.

Earlier in 2012, Manpasand had roped in BM Vyas, former managing director of Gujarat Co-operative Milk Marketing Federation (GCMMF), better known as 'Amul', as a director.

While the company is yet to fix the pricing for the aerated drinks, it has been learnt that the same could be in the range of Rs 8-10 for 200 ml PET bottle. The aerated drinks will be launched in PET bottles of 200 ml, 600 ml and 2 litres.

Apart from adding production capacity to incorporate new fruit juice flavours, Manpasand is also ramping up its current mango, guava, lichee and apple drinks manufacturing capacity at Varanasi and Savli (Vadodara) plants. From the current 10 million cases (one case = 27 bottles) per annum, the capacity is being expanded to 30 million cases per annum at an investment of Rs 100 crore. Of the total capacity, 60 per cent is located at the Varanasi plant while the rest is at Savli plant in Vadodara.

Add to that, Manpasand is also getting aggressive in terms of marketing and distribution.

From a presence in 12 states, the company is now looking at an expansion to 20 states across the country. According to Singh, as against a production value of Rs 400-500 crore being generated from the current capacity, Manpasand Beverage will look to generate Rs 1000 crore post expansion by next year.