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Amul man will now promote fruit juice

B M Vyas joins board of Vadodara-based juice manufacturing company.

Written by Express News Service | Ahmedabad | Published: February 9, 2012 5:29:21 am

The man credited for making Amul a Rs 10,000-crore brand,B M Vyas,will now help market fruit juices for a Vadodara-based juice manufacturing and marketing company,Manpasand Beverages Pvt Ltd. Vyas has joined as the whole-time director of the firm,best known for its fruit drink brand “Mango Sip”.

“Since the last seven months,he has been advising use on our sales and marketing strategy. Now,he is a part of our six-member board and will help us in our expansion,” the chairman of the company,Dhirendra Singh,told The Indian Express about a man,who in a span of two decades,launched 38 new dairy products (which includes probiotic and sugar-free ice-cream) for Gujarat Co-operative Milk Marketing Federation (GCMMF),that markets milk and milk products under the Amul brand.

Vyas will help the 14-year-old company (formerly known as Manpasand Agro Foods) diversify into natural mineral water,milk products,pure juices and snacks. He has already been helping the company chalk out a Rs 80-crore expansion plan which will be implemented in the next 15 months time.

A mechanical engineer by profession,Vyas also holds a management degree from Institute of Rural Management,Anand (IRMA). He also functioned as the managing director of GCMMF at Anand for 16 years.

He continued to offer consultancy services to companies operating in the dairy,agribusiness and instrumentation space,after he stepped down amid controversial circumstances as the MD of GCMMF. Vyas’s exit was speculated to be the result of politicking in GCMMF over its chairmanship.

“We have set up three fruit juice manufacturing plant in Benares and Dehradhun. So from being a fruit drink maker,we will now manufacture and market pure juices and nectar. We will also launch mineral water and milk-based products like buttermilk and lassi. Vyas will help us in this initiative,” Singh said. Vyas could not be reached for his comments.

Last year,private equity player,Saif Partners had also picked up a 25 per cent stake in the company which has a strong presence in semi-urban and rural India.

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