Bengaluru: Coca-Cola India’s fruit-based beverage brand Maaza® has marked its 50-year milestone with the release of a commemorative Special Cover by the Department of Posts, Government of India, celebrating the brand’s association with India’s mango heritage.
The Special Cover was released on National Mango Day by Chirag Paswan, Hon’ble Union Minister of Food Processing Industries, Government of India, and also recognised mango farmers associated with Project Unnati, an initiative by Anandana – The Coca-Cola India Foundation aimed at supporting farming communities.
The event brought together representatives from the government, Coca-Cola India, bottling partners, mango supplier Foods & Inns Ltd., and NGO partner CENDECT to acknowledge the contribution of farmers and stakeholders involved in Maaza®’s five-decade journey.
Launched in 1976, Maaza® has built a strong consumer connect by bringing the taste of Indian mangoes, including Alphonso, to households across the country. The commemorative Special Cover, titled ‘Celebrating 50 Years of Mango in a Bottle’, features imagery inspired by mango orchards and the brand’s iconic bottle, highlighting the relationship between the beverage, Indian mango cultivation and farming communities.
Speaking at the occasion, Chirag Paswan, Hon’ble Union Minister of Food Processing Industries, Government of India, said, “India has achieved self-reliance in food production, and our next priority is to create greater value through food processing by strengthening infrastructure and expanding market opportunities for our farmers. Our farmers are our ‘annadatas’, and every effort to strengthen the agricultural value chain is an investment in their future. It is encouraging to see homegrown beverage brands like Maaza celebrate this legacy of India’s beloved mangoes ‘aam’ by bringing its authentic taste to millions of households while supporting farmers and contributing to local economies. The release of the Special Cover by the Department of Posts is a tribute to India’s mango heritage and the farmers who sustain it.”
Commenting on the milestone, Sundeep Bajoria, Vice President – Integrated Operations, Coca-Cola India & Southwest Asia, said, “For five decades, Maaza has brought the authentic taste of Indian mangoes including Alphonso to millions of consumers, making the country’s favourite fruit available all year round. Rooted in the goodness of delicious Indian mangoes, Maaza has built a lasting connection with generations of consumers while humbly supporting Indian farmer families with procurement, technology support and value chain partnerships. This milestone is a testament to an efficient value chain, from sourcing and processing to bottling and distribution, that ensures our products reach consumers across the country. The Special Cover from the Department of Posts recognizes this shared journey and the ecosystem that has made it possible over the past 50 years.”
Highlighting the role of the wider supply chain ecosystem, Paritosh Ladhani, Joint Managing Director, SLMG Beverages, said, “Behind every bottle of Maaza is a seamless value chain driven by farmers, processing units, manufacturing facilities, truckers, distributors, and retailers working together every day. We are proud to play our part in ensuring that authentic taste of mangoes reaches millions of consumers through a reliable and efficient supply chain. As Maaza celebrates 50 years, this recognition belongs to every individual across the entire ecosystem whose efforts have helped make Maaza a household name across India.”
The Special Cover forms part of Maaza®’s golden jubilee celebrations, following the launch of its national campaign ’50 saal se, sip-sip mein aam’, which commemorates the brand’s 50-year association with India’s favourite fruit.
