The best mosambi fruit has been chosen to recently launch Minute Maid Pulpy Mosambi for the discerning Indian consumer. As Maharashtra Chief Minister Devendra Fadnavis launched the new pulpy product in Mumbai earlier this month, it was another step for Coca-Cola towards having more fruits in its beverages.

 More than 1800 tons of mosambi has already been sourced from Jalna, Maharashtra for the first phase of production of Minute Maid Pulpy Mosambi.

Minute Maid Pulpy Orange was launched ten years ago. Coca-Cola has worked with the farming community closely to develop a healthy supply of oranges over these years. With yet another fruit-based beverage being launched by Coca-Cola India, it helps invigorate the agricultural economy, boosting the income of farmers in India. Apple, mixed fruit and guava and orange juice is available under the Minute Maid brand.

The oranges, used for Minute Maid orange as well as Fanta and its variants, are procured from Maharashtra and Madhya Pradesh.

Coca-Cola has now launched several fruit-based options for its consumers, with nearly all procurement from the country. Prime Minister Narendra Modi has suggested to the industry that the industry should look at launching more fruit-based beverages.

Fanta has added a fruity orange flavour, which has 5.3 per cent fruit juice mix. Another variant, Fanta Green Mango has 10 per cent fruit juice added to it. The variants launched for Fanta are helping to expand the market for orange products.

Minute Maid has guava, nimbu fresh, mango, apple and mixed fruit variants, which, as of now, do not have any fruit pulp.

Guava has 15.5 per cent juice while mango has 11 per cent pulp, while mixed fruit variant has juice and pulp of different fruits.

Mango-based drink Maaza has been very popular with consumers. It uses hapus and totapari variants of the mangoes to make the fruity beverage. It is being billed as the first juice brand that could touch $1 billion in revenues in a few years.

Coca-Cola procures nearly 200,000 tons of fruits in India for use in its products. Nearly Rs. 1700 crore worth of fruits are exported to Coca-Cola plants in other countries, all of which directly benefit the farmer. Project Unnati, which has helped farmers increase mango output with the Ultra High Density Plantation technique, is being adopted by farmers and running successfully since 2011.

With Coca-Cola slowly increasing its purchase of a variety of fruits from Indian farmers, the fruit circular economy is now working to assure them regular income. For the last five years, India’s output of fruits and vegetables has been higher than food grains, which is helping the cause of farmers too.