The world's largest ice cream chain, Baskin-Robbins, will soon offer beverages in addition to ice creams across 250 of its parlours and outlets in India following a tie up with Vadodara-based fruit juice maker Manpasand Beverages.
Dhirendra Singh, chairman & MD of Manpasand Beverages, said: "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."
Currently, the US-based ice cream chain runs over 550 stores across 150 cities and towns, making it one of the largest ice cream retail chains in India. Baskin-Robbins had entered India in 1993 through a joint venture with the Graviss Group and had set up its first manufacturing plant outside North America in Pune.
The tie-up with Baskin-Robbins is part of Manpasand Beverages' expansion strategy to tap the fast growing urban markets. Moreover, according to Singh, the tie up will also boost Manpasand's recently launched 'Fruits Up' brand.