New Delhi: Maaza, a homegrown mango-based beverage brand owned by Coca-Cola India, celebrated its 50th anniversary by honouring mango farmers on National Mango Day for their essential contribution to the brand's journey.
The milestone was marked on National Mango Day with the release of a "Special Cover" by the Department of Posts, unveiled jointly by Union Minister for Food Processing Industries Chirag Paswan and Chief Postmaster General, Delhi Circle, Akhilesh Kumar Pandey.
Farmers from different parts of the country were felicitated at the event in the presence of Coca-Cola India's leadership, its bottling partners, implementation partner Centre for Development and Communication Trust (CENDECT), and mango supplier Foods & Inns Ltd.
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Coca-Cola reiterated its commitment to the farming community through Project Unnati, under which the company works with mango growers to promote better agricultural practices, improve yields and support long-term sustainability in the mango value chain.
Under Project Unnati, it supports mango-growing communities through modern cultivation practices such as ultra-high-density plantation, good agricultural practices, drip irrigation and scientific orchard management.
"The initiative has helped farmers nearly double per-acre yields while cutting the time between planting and commercial production," according to the company.
Maaza became a billion-dollar brand in 2024 of the Coca-Cola Company. It was the 30th billion-dollar brand from the stable of the global beverage major.
Maza came into Coca-Cola's fold in 1993 after it acquired the fizz business of Ramesh Chauhan of Parle Bisleri when the Atlanta-headquartered company re-entered the Indian market.
Coca-Cola had then bought the entire portfolio of aerated drinks from the Chauhan brothers, which also included ThumsUp, Gold Spot and Limca. Maaza was launched in 1976 in India and is largely sold locally.
