Manpasand ties up with Baskin-Robbins in latest urban expansion deal

The drinks company’s flagship Mango Sip and its recently launched Fruits Up brands will now be available at 250 Baskin-Robbins outlets across India. 

“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​,” said Dhirendra Singh, Manpasand’s chairman and managing director.

Baskin-Robbins entered India in 1993 through a joint venture with the Graviss Group. It has since opened its first manufacturing plant outside North America in Pune. 

"We hope that this association will add to our available array of delicious fun treats and give consumers a wider choice​" said Sanjay Coutinho, chief executive of Graviss Foods.

As the manufacturer of India’s second most popular mango drink, Gujarat-based Manpasand has been pursuing an aggressive expansion strategy to tap into fast-growing urban markets. 

It recently entered into an agreement with Havmor Ice Cream to sell its brands in 210 outlets in western India, and with German wholesaler Metro Cash & Carry, and is expected to announce further deals this year.