Manpasand Beverages: Target to achieve 20% market share of mango juice segment this summer
Abhishek Singh, Director, Manpasand Beverages
May 04, 2018 | Source: ET Now
This summer, the demand is expected to be stronger as the temperatures are expected to be one degree higher than normal. Further, Manpasand Beverages is also adding new distributors which will drive demand higher than normal in the peak summer season from April to June.
60% of the market belongs to mango juice. Currently Manpasand Beverages had about 10-11% market share during summer season and the company expects to achieve a market share of 20% as indicated by Mr. Abhishek Singh, Director of the company.
The director mentioned that the company is working very aggressively on ramping up its distribution network and in the last one year the company has added 115 new super stockiest taking the total number of super stockiest to 450.
For Mango Sip, its flagship brand focus has been on semi-urban as well as rural markets which will continue. Mr. Singh mentioned that they are expanding presence by adding more number of distributors.
Manpasand Beverages has dominance in the Rs. 5 SKU and also sells Rs. 10 SKU and thus is targeting customers who can afford these price points by adding to the distribution network.
The company is also looking to launch new products besides its core product Mango Sip. To diversify its product offering Manpasand Beverages launched Fruits Up in 2014 and Jeera Sip, jeera flavoured drink a few months back.
The company said it will focus on expanding distribution rather than focusing too much on institutional business. Although, the institutional business (IRCTC forms 20% of revenues) is also growing well as passenger traffic is growing.