Manpasand Beverages, India’s leading fruit juices company, has signed up Bollywood’s ‘Action King’ Sunny Deol as the brand ambassador for its flagship brand ‘Mango Sip’. Manpasand Beverages is in the business of beverages since a decade with its flagship brand Mango Sip established by first generation entrepreneur Dhirendra Singh. It has carved a niche for itself in the market with a basket of 25 product variants, according to a company statement.
Ambitious growth plan
Mango Sip brand has grown to become one of the leading mango drink brands in India. The company plans to invest over Rs 100 crore in next one year even as it continues on its fast paced growth to take its sales to Rs 1,000 crore in coming three years’ time from current Rs 300 crore plus.
The Bollywood action star with a strong fan following amongst the urban and rural masses gels well with Manpasand’s Mango Sip brand which has a strong presence amongst the masses across the country. With a super-hit debut ‘Betaab’ in 1983, Sunny Deol went on to create a mark for himself and emerge as a Bollywood super-star with hit films like Arjun, Tridev, Ghayal, Jeet, Ziddi, Damini, Indian and Border amongst others. Sunny’s biggest blockbuster hit to date has been ‘Gadar: Ek Prem Katha’.
Endorsing the Mango Sip brand, Deol said: “I am extremely thrilled and honoured to be part of Manpasand family. I am personally very fond of mangoes and feel that only an Indian brand like Mango Sip can understand the importance of mango fruit as a whole and make the national fruit the most consumable beverage product in India. Mango is a fruit loved by all Indians, irrespective of their age, region, religion or caste. It is our duty to address the masses and educate them about the importance that mango drink holds”.
First generation entrepreneur
Manpasand Beverages represents the successful story of a visionary first generation entrepreneur, Dhirendra Singh, who has built one of India’s fastest growing fruit juices company and is now ready to take on the global cola giants head-on. From scratch, he has made his company grow to a Rs 240 crore turnover player in 2012-13 and is planning to grow even bigger in coming years.
Speaking about the company’s new brand ambassador, Singh added: “We are very proud to have Sunny Deol as the brand ambassador for our flagship mango juice brand and are confident that his association will help in significantly increasing the per capita consumption of mango drinks in the country. With a strong presence in Tier-II and Tier-III markets, our network is spread across 200,000 plus retail outlets and over 2,000 dealers. Our aim is to double these numbers in a few years and make Mango the most loved beverage product in India. We will be starting a full 360 degree media campaign shortly”.
The proof of Manpasand’s huge success is that today over a dozen leading private equity funds, both domestic and foreign, have evinced keen interest in taking a stake in the company at a high premium in the second round. In 2011, SAIF Partners India had invested $ 10 million in Manpasand Beverages for a minority stake.
Manpasand’s flagship brand ‘Mango Sip’ is amongst the top four mango juice brands in India. Company’s other major fruit juice brands are Apple Sip, Litchi Sip and Guava Sip. In the packaged drinking water its brand is ‘Pure Sip’ and for natural mineral water the brand is ‘Fons’. Manpasand manufactures and markets more than 25 product variants today.
Manpasand Beverages (previously Manpasand Agro Foods) was set up in 1998 by first generation visionary entrepreneur Dhirendra Singh. Not satisfied with a government job he entered into the real estate business in 1995 with some friends. Unhappy with the cyclical nature of the realty business with its ups and downs, he scouted around for new businesses and latched on to the fruit juices segment as an industry which had tremendous growth potential. So, in spite of having nil experience of the beverages industry, he jumped into it and with a lot of hard work and a visionary zeal he succeeded in creating a company like Manpasand Beverages in the last 15 years.