Manpasand Beverages said it has inked a distribution tie-up with Parle Products, one of India’s largest food and beverage companies, for the Western Indian market.
The move comes after a similar agreement for eastern India helped Manpasand increase its reach.
Through this partnership, Manpasand Beverage said, it will have access to 45 lakh outlets pan-India for its flagship brand “Mango Sip”.
“Through this partnership the company targets to expand distribution by two-folds by next fiscal year,” it said.
As a part of the tie-up, the Manpasand has introduced a new brand for Mango Sip, “Mango Sip Gold,” which will be available along with “Parle G” biscuits.
The tie-up is expected to benefit both as Parle G will be able to increase the attractiveness of its products by bundling beverage packs.
“Under the umbrella of ‘super value offer,’ Parle G biscuit packs, Parle’s Wafers & Fulltoss will be offered along with Mango Sip Gold,” Manpasand said.
“The first phase of the partnership has just completed in the eastern region of India where up to 1 lakh outlets of Parle Products have been roped in by Manpasand Beverages,” said Dhirendra Singh, Chairman and Managing Director of Manpasand Beverages.
“The response has been tremendous and has encouraged us to take up the phase two of this project in western markets of India.”
The Western India tie-up will start with Gujarat.
“Our core strength has been our strong distribution networks in the rural and semi-urban markets of India,” Singh added.
“To deepen this, we formed an alliance with Parle Products as they have a strong distribution network across the country and also have a diversified product portfolio that caters to all types of consumers.
“As both the companies are known for their dominance in small and value packs, this tie-up will create a formidable synergy in the food and beverages segment of India.”