~At the #MakeInIndia summit, the Company commits to make Maaza, the world’s first USD 1 BN juice drink brand coming out of India~
February 17, 2016: Mumbai – Coca-Cola India, one of the country’s leading beverage companies, today announced that it intends to make Maaza – the country’s largest and most loved mango beverage – the world’s first USD 1 BN juice drink brand (in retail sales) from India.
The Company and its bottlers will invest suitably in enhancing brand love, launching new, affordable and value for money juice packs, expanding distribution and augmenting manufacturing capacity to double the sales of Maaza by 2023.
Maaza is celebrating 4 decades of juice leadership and will undertake a series of consumer and customer programs to mark the milestone. The announcement today is a testimony to the love and faith that the consumers have on Maaza and the fact that the Company finds it a strategic bet. The Company and its bottlers are therefore embarking on an ambitious plan to accomplish in 8 years, what they have achieved in the last 40 years.
The resource infusion behind Maaza is a part of the USD 5 BN investment plan of The Coca-Cola Company and its bottlers in India, between 2012 and 2020. The bottlers of the Company are setting up 5 Greenfield projects over the next 2 years, (in addition to 57 bottling Plants that already exist) atleast 50% of which will have manufacturing lines for Maaza. These new lines will help keep pace with the expected increase in demand of Maaza over the next few years.
Speaking about his vision for brand Maaza, Mr. Venkatesh Kini, President, Coca-Cola India and South West Asia said, “The success of Maaza over the last four decades has been in its simplicity – real mango experience in every sip. It is the perfect blend of premium Alphonso with Totapuri mango pulp rather than mango concentrate, sourced locally from some of India’s best mango orchards. As we embark on this #MakeInIndia mission of turning Maaza into the world’s first USD 1 BN juice drink brand coming out of India, we visualize the multiplier effect that it can have on the agri sector and the food processing industry, should we be able to accomplish this mission. The Company and its partners are excited about taking up this #MakeInIndia mission”
The Coca-Cola Company and its bottlers in India annually procure 70,000 metric tonnes of mango pulp worth Rs. 500 crores. In 2023, if Maaza becomes the first USD 1 BN juice drink brand from India, the Coca-Cola system in India will end up procuring 2 lakh metric tonnes of mango pulp annually, worth nearly Rs. 1100 crores, thereby helping 100,000 farmers.
Partners in the success of Maaza, Mr. Atul Jain, Joint MD, Jain Irrigation said, “At Jain Irrigation, we are delighted to be playing our part in celebrating 40 years of Maaza – an iconic juice brand that I actually grew up with. Maaza is now a guiding light and a flagpost for new juice brands on what a good product can do for the entire agri-ecosystem. We anticipated Maaza’s growth and therefore the increased demand for fruit pulp and four years ago launched Project Unnati. Unnati is aimed at a large scale adoption of Ultra High Density Plantation (UHDP) in the country and aims to scale up the project to cover end-to-end fruit supply chain and further optimize delivery. The project to be scaled up over a period of 10 years, is aimed at creating an ecosystem that delivers higher growth and income for farmers and ‘Grove to Glass’ fruit supply chain and optimizing delivery. Project Unnati alone is expected to deliver close to 240 KMT fruit by year 2023 – 24”.
Launch of new, affordable and value for money juice packs – Maaza this year is introducing the 125 ml tetra pack in Delhi, Kolkata and Uttra Pradesh priced at Rs. 10/- This will help scale up the single serve, on-the-go consumption occasion.
According to Mr. Asim Parekh, VP Technical and Supply Chain, Coca-Cola India, “Bottling Maaza from mango pulp instead of fruit concentrate requires high technology and quality parameters since fruit pulp is sensitive to microbiological contamination and climate challenges. We are therefore planning in advance by installing Juice filling lines in 50% of the Greenfield sites that our bottlers will establish. We are also cognizant of the low mango productivity per hectare challenge in India, which is estimated at 6 metric tonnes per hectare while that of Brazil is 16 metric tonnes per hectare. Along with Jain Irrigation, we are betting big on UHDP to bridge the challenge of mango pulp supply”
Consumer and customer engagements for Maaza@40 celebrations – Coca-Cola India will be rolling out a series of initiatives including consumer led digital engagement campaigns, organizing special tours for mango enthusiasts to visit mango orchards as part of Project Unnati to see what goes into making Maaza and also scale up project Unnati to expand the impact of the modern agri-practices on a larger number of farmers.
A Maaza pack for every need – Over the years, Coca-Cola India has introduced multiple pack options to allow consumers to enjoy the perfect serve size of their favourite Maaza. Today, the brand is available in 13 different packs, starting from the entry level 100 ml Tetrafino pack to the 200 ml tetrapack. There are also packs of 200 ml glass,250ml Glass, 250 ml PET, 400 ml PET, 600 ml PET, 750 ml PET, 1L PET, 1.2LPET, 1.5L PET and 1.75L PET
About Coca-Cola India
Coca-Cola India is one of the country’s leading beverage companies, offering a range of healthy, safe, high quality, refreshing beverage options to consumers. Over the last 22 years, ever since its re-entry in 1993, the company has been refreshing consumers with its beverage products – Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Fanta, Limca, Sprite, Sprite Zero, Maaza, VIO flavoured milk ‘Almond Delight’ and ‘Kesar Delight’, Minute Maid range of juices, FUZE Iced tea, Georgia and Georgia gold range of hot and cold tea and coffee options, Schweppes, Kinley and Bonaqua packaged drinking water and Kinley Club Soda. The Company along with its bottling partners, through a strong network of over 2.6 million retail outlets, touches the lives of millions of consumers, at a rate of more than 500 servings per second. Its brands are some of the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top two selling sparkling beverages.
The Coca-Cola India system already provides direct employment to 25,000 people and indirect employment to more than 150,000 people. The Coca-Cola system in India is contributing in its own small way to building sustainable communities and reducing its own environmental footprint. Some of our community development programs include the ‘Parivartan’ and ‘Pragati’ retailer training program, Career Development centers to train youth and make them employable, women empowerment program as a part of the global 5BY20 campaign, Unnati – a sustainable mango farming project etc.
For further information on the company’s India operations and its products, please visit: www.coca-colaindia.com.