Manpasand’s ‘Fruits Up’ to Sponsor Mountain Cycling Event ‘NorthQuest Challenge Ladakh 2016’

‘Fruits Up,’ the premium fruit juice brand of India’s leading juice player Manpasand Beverages Ltd., will be the lead sponsor of the NorthQuest Challenge Ladakh 2016 - a one of its kind mountain - cycling event. By associating with this event, Manpasand Beverages aims to reinforce the brand’s core philosophy of leading a healthy and active lifestyle.

As a part of the week long Ladakh Festival, the cycling event has been promoted under the guidance and collaboration with J&K Tourism, Ladakh Hill Council, Ladakh Administration and under the aegis of the Cycling Federation of India. The event will see participation of the best national level cyclists in the country who will test their cycling prowess at an altitude of 3500 metres above sea level.

Speaking about this sponsorship, Mr. Dhirendra Singh, Chairman & MD of Manpasand Beverages said, “The decision to associate ‘Fruits Up’ with NorthQuest Challenge Ladakh 2016 is a manifestation of the company and the brand’sphilosophy of health and well-being. As a company, we not only believe in providing healthier and quality products to our customers, but also are enthusiastic about promoting sports. Cycling is more than a physical activity or sport; it’s rewarding to self and to the environment. It has various benefits that go beyond making one physically fit and through this initiative we hope to promote the culture of cycling among urban dwellers. We have also forged a partnership with Cycling Federation of India (CFI) to continue encouraging cycling as a healthy and eco-friendly activity.”

“This partnership will further facilitate the visibility and marketability of ‘Fruits Up,’ the company’s premium and carbonated fruit drinks range, as it’s primarily targeted at urban markets and fitness enthusiast,” added Mr. Singh.

Speaking on the same, Mr. V N Singh, Additional Secretary of CFI said, ”Cycling is not only a sport for better physical health but also a recreational activity for the mind. We are glad that, together with Manpasand Beverages, we are promoting this tangible means of well-being for a better, happier tomorrow. As Mr. John F Kennedy rightly said, ‘nothing compares to the simple pleasure of riding a bike!’”

“This event is special for us. We are happy that not only are we a part of this initiative but also have contributed our bit towards making the society greener and better. Under the leadership of CFI along with the dedicated partners such as Manpasand Beverages, cycling will soon become a mainstream sport and means of well-being,” expressed Mr. Harkirat Singh, Director, NorthQuest Challenge.

With a view to expand its product portfolio and target the urban markets, Manpasand launched its ‘Fruits Up’ range of products in FY 2015. Without any synthetic base, 'FRUITS UP' is made up of natural ingredients and comes in a range of carbonated and non-carbonated fruit drinks. Recently, the company has entered into packaged tender coconut water segment through their new brand, ‘Coco Sip.’ In terms of health drinks, ‘Manpasand ORS’ is afloat in North Eastern, and soon has plans to go pan India.

About Manpasand Beverages Limited (www.manpasand.co.in)

One of the country’s leading fruit juice players with Rs. 556 crore plus net sales in FY16, Manpasand Beverages Limited has got the unique distinction of being the only pure play Company in this sector in the Indian capital market. 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.

Manpasand Beverages is a fruit drink manufacturing company with a primary focus on mango fruit, which is the leading flavour for juice drinks in India. Company’s flagship brand, ‘Mango Sip’, a mango-based fruit drink, is strategically focused towards customers primarily based in semi urban and rural markets. With a view to expand its product portfolio and target the urban markets, Manpasand launched its ‘Fruits Up’ range of products which offers fruit drinks and carbonated fruit drinks in different flavours. Without any synthetic base, 'FRUITS UP' is made up of natural ingredients and comes in a range of carbonated and non-carbonated fruit drinks. With ‘Fruits Up’, the company plans to capture part of the huge carbonated drinks market, which is estimated to be worth around 25,000 Crores. Recently, the company has entered into packaged tender coconut water segment through their new brand, ’Coco Sip.’ In terms of health drinks, ‘Manpasand ORS’ is afloat in North Eastern and soon has plans to go pan India.

Manpasand’s beverage brands are present in 24 states through more than 200,000 retailers, over 2000 distributors and 200 plus super stockists. The company has two manufacturing facilities at Vadodara in Gujarat, one each at Varanasi in Uttar Pradesh, Dehradun in Uttaranchal and Ambala in Haryana.

In the fast and ever-growing fruit-based beverages market in India, the Company has emerged as a significant and formidable competitor to the National and Multinational beverage giants. A customer-centric approach, value-for-money offerings, strong focus on affordable price points, innovation and research, brand building, aggressive production capacity expansions and strong distribution strategies are the Company's major strengths.