Coca-Cola India to make 'Maaza' a $1 billion brand by 2023

In a bid to increase the market share of its non-carbonated drinks, beverage major Coca-Cola India on Wednesday said it plans to make its mango fruit juice product 'Maaza' a $1 billion brand (in retail sales) from India by 2023.

"Since 1993, when we brought Maaza into the Coca-Cola family, we have invested to make it the largest juice brand in the country," Venkatesh Kini, president of Coca-Cola India said on Wednesday.

"As we embark on the mission of turning Maaza into the world's first $1 billion juice drink brand coming out of India, we visualise the multiplier effect that it can have on agriculture, and the food processing sector.

"Only 20% of the market has tasted Maaza so far, and we have another 80% to go," he added.

The resource infusion behind Maaza is part of the $5 billion investment plan of the Coca-Cola Company and its bottlers in India between 2012 and 2020.

The bottlers are setting up five greenfield projects over the next two years, in addition to 57 bottling plants that already exist, at least 50 per cent of which will have manufacturing lines for Maaza over the next few years, the company said.

Non-carbonated drinks account for about a third of Coca-Cola revenues in India, Kini said.

Coca-Cola and its bottlers will invest in enhancing the brand by launching affordable, value for money juice packs, expanding distribution and augmenting manufacturing to double Maaza sales by 2023.

"Coca-Cola and its bottlers are therefore embarking on an ambitious plan to accomplish in eight years, what they haven't achieved in the last four decades," the company statement said.