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Maaza completes 40 yrs, targets to become USD 1 billion juice brand by 2023
Posted on: 24/Jun/2016 4:43:48 PM
The Coca-Cola Company has ambitious plans for Maaza – its flagship juice brand – which is celebrating 40 years of juice leadership in India,” said Mr. Venkatesh Kini, President, Coca-Cola India and South West Asia in an event to celebrate 40 years of juice leadership of “Maaza”.
Coca- Cola and its bottlers in India are estimated to procure more than 2 lakh metric tonnes of mango pulp, worth Rs. 1100/- crores annually, if Maaza becomes a USD 1 billion brand in sales by 2023. This is our ambitious target, which will also benefit 100,000 farmers.
“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. We are now embarking on this mission of turning Maaza into the world’s first USD 1 BN juice drink brand (by sales), coming out of India. We are very excited about what this can do for the agri sector and the food processing industry”, he further added.
“The Company and its bottlers plan to invest aggressively 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.
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.
The Coca-Cola system in India annually procures 1 lakh metric tonnes of mango pulp worth Rs. 650 crore. In 2023, if Maaza becomes the first USD 1 BN juice drink brand from India, the Coca-Cola system in India will procure 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.Anil Jain, Vice Chairman and Managing Director, 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 flag post 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 five 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 MT of fruit by year 2023 – 24”.
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