Leading beverages company Coca-Cola India and its bottlers in India are planning to double their mango pulp procurement from the farmers of Chittoor and Krishnagiri regions. This would benefit nearly 10,000 farmers, said a top company official.
Procurement “Currently, we are procuring annually one lakh tonnes of mango pulp worth Rs.650 crore. As we have drawn up plans to make Maaza a $1billion juice drink brand by sales from India by 2023, we have to double our procurement and have started the ground work,” said Venkatesh Kini, President, Coca-Cola India and South West Asia.
Participating at an event to celebrate 40 years of Maaza in India, he said that when Maaza turns into a $1 billion brand by 2023, it would benefit 10,000 farmers against the existing 1,000 .
Besides, the procurement value would jump to Rs.1,100 crore.
“It took 20 years for us to reach this position ,” he said.
New formats To meet its targeted sales of $1 billion, Mr. Kini said they have rolled out Maaza in new packaging formats and at magic price points such as Rs.10 and Rs.20 respectively.
Besides, coming out with innovating marketing campaigns, they are also planning to improve the supply chain management.