Maaza has become the company’s fastest growing brand, overtaking the growth rate of its fizzy drinks Thums Up and Sprite
Coca-Cola’s mango juice drink Maaza has turned into a money-spinner. It has become the company’s fastest growing brand, overtaking the growth rate of its fizzy drinks Thums Up and Sprite, according to Arnab Roy, VP & Head, Marketing, Coca-Cola India and South West Asia.
Thums Up remains the largest brand in the company’s portfolio based on size while Maaza is the fastest growing now.
The mango drink is Coca-Cola’s third largest brand in India now, and the category leader within juices. Thums Up became a billion-dollar brand by sales in India last year and Roy said Maaza could also touch billion dollars in sales “in the next few years”.
Thums Up remains the largest brand in the company’s portfolio based on size while Maaza is the fastest growing now
Coca-Cola has decided to take the mango drink abroad, for which it is working on obtaining regulatory country-specific clearances.
The company has also started to step up nutrition as a core growth vertical globally as well as in India, and is investing heavily in dairy and glucose-based drinks.
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