Maaza marks 50 years, links growth to mango-farm productivity
Coca-Cola India’s Maaza marked its 50th year by spotlighting mango growers and Project Unnati, its cultivation-support programme. The brand became a billion-dollar brand in 2024, underscoring the scale of its India-led beverage franchise.
What happened
Coca-Cola India’s Maaza marked 50 years by honouring mango farmers and highlighting Project Unnati, which promotes modern cultivation, drip irrigation and
Key facts
- 50 years
- $1 billion brand in 2024
- 30th billion-dollar Coca-Cola brand
- acquired by Coca-Cola in 1993
- launched in India in 1976
- farmers nearly doubled per-acre yields
Why this matters
The Maaza case highlights the strategic value of acquiring or partnering with regional beverage brands that pair strong consumer equity with scalable agricultural sourcing ecosystems.
What to watch
- Number of farmers, acres and mango-growing districts added to Project Unnati.
- Reported yield-per-acre, water-use efficiency and fruit-quality improvements among programme participants.
- Mango crop estimates, monsoon distribution, heatwave incidence and disease reports in major sourcing states.
- Changes in mango pulp procurement prices, concentrate availability and Maaza seasonal stock levels.
- New Maaza launches, pack-size shifts, pricing actions or provenance-led marketing campaigns.
- Competitor activity from Dabur, Parle Agro and regional mango beverage brands in sourcing or premium mango products.
- Expand Project Unnati farmer coverage, potentially with local agricultural institutions, irrigation partners and digital crop-advisory tools.
- Increase procurement traceability around mango origin, quality grades, water use and farmer-support outcomes.
- Use the anniversary to intensify Maaza marketing around Indian mango heritage and grower livelihoods.
- Build larger pulp-buffer inventories and diversify sourcing across mango belts to protect against regional crop disruption.
- Test premium, zero-sugar, sparkling or on-the-go Maaza variants to widen consumption occasions beyond the core mango drink segment.