Dhirendra Singh and the Success Story of Manpasand Beverages

Country’s leading fruit juice player, Manpasand Beverages has got the unique distinction of being the only pure play company

Mr. Dhirendra Hans Raj Singh, the Chairman and Managing Director of Manpasand Beverages Ltd; has gained recognition as a very successful first generation entrepreneur. Starting from nothing, he has single-handedly created one of India’s largest pure play beverages company in under two decades, in spite of stiff competition from many organized and unorganized players. We are proud to showcase the successful story of Manpasand Beverages, which is one of India’s fastest growing fruit juices company and is now ready to take global cola giants head-on. It is a niche player in a large, high-growth market.

Beginning of a Rs 2500 crore brand Manpasand Beverages Ltd

He is a pioneer of Indian beverage industry who was born in 1962 in the holy city of Varanasi, Uttar Pradesh. As a young boy, it was quite common for Mr Singh to go around farms & fields, orchards & riversides with his grandfather. He observed that during free time his grandfather used to offer fresh drinking water drawn from the well to friends & even unknown travellers on the village road. And that is how he came up with idea of offering revitalising refreshment to countless customers across India.

“Equinox is proud to associate with one of the leading fruit juice company. We assure to provide testing, training and compliance services at par with world class standards & wish them all the very best for future endeavors!”

Journey from being a sports player to the launch of Manpasand Beverages

Mr Singh graduated from Varanasi and subsequently trained at Sports College. Indeed, the demonstration of excellence in sports led to an offer from a Private Company, which he accepted. It was only after his posting at Vadodara in Gujarat, did the entrepreneurial bug get into him and he forayed into the real estate business in 1995. Two years later, in 1997, he launched his first branded mango juice ‘Mango Sip’.

Name: Mr. Dhirendra Hans Raj Singh
Position: Chairman and Managing Director
Company: Manpasand Beverages Ltd.
Website: manpasand.co.in

Challenges on its way!

With a lot of challenges, immense hard work and patience to establish the brand in a market where similar products were already available and had been claiming decades of undisputed leadership. Mr Singh has inspired Manpasand’s record market exploration and expansion at almost all manufacturing and processing facilities.

‘Fruits Up’ and ‘Manpasand ORS’

Under the ‘Fruits Up’ brand, Manpasand offers fruit drinks and carbonated fruit drinks in different flavours. Under the ‘Manpasand ORS’ brand, it offers fruit drinks with energy replenishing qualities with a primary focus on North East 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’.

Successfully carving a niche for itself

Having a strong presence in the tier-2, semi-rural and rural markets in 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 and Dehradun in Uttaranchal and a new one is being set up at Ambala in Haryana.

Customers come first!

Customer feedback has played a very crucial role in the success of Manpasand and has always helped them improvise.

Mr. Singh said, “Customer feedback is the best way in which we could measure customer satisfaction. This gave us actionable insights to create a better customer experience and helped us in improving customer retention. We plan to retain our existing customers and satisfy them by serving qualitative products. It also helps us focus on the new product development, market expansion & diversification. Proper training is given to the employees of the company to implement the plans in the best possible way.”

Equinox: Improved Hygiene and raised awareness for Food Safety

As proper hygiene has always been very important for Manpasand as they believe good food hygiene will help them obey the law, and this will in return reduce the risk of food poisoning among their customers and also protect their business’s reputation.

“We got to know about Equinox through a Company Consultant. And yes, I would definitely like to recommend the services of Equinox to other food businesses that I know. Equinox showed us a clear picture of food safety and hygiene, which helped us in moving forward. The various kinds of tests conducted by Equinox helped certify our product and gave it a unique identity in the market to stand out from other brands that are available.”

Equinox is proud to associate with one of the leading fruit juice company. We assure to provide testing, training and compliance services at par with world class standards & wish them all the very best for future endeavors!

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