How did a simple mango drink become a billion-dollar powerhouse?

Maaza, India’s beloved mango drink since 1976, has crossed a major milestone—it’s now a billion-dollar brand under Coca-Cola’s global portfolio. Originally developed in India by Parle, alongside brands like Thums Up and Limca, Maaza has remained a dominant force in the country’s beverage market for decades.

A Brand Rooted in India’s Beverage History
Ramesh Chauhan’s Parle first introduced Maaza to Indian consumers, banking on the country’s deep-rooted love for mangoes. The drink quickly gained popularity, becoming a household name. In 1995, following India’s economic liberalization, Coca-Cola acquired Maaza, making it one of the first Indian beverages to be taken over by a global corporation.

Standing Strong Despite Competition
Over the years, Maaza has faced stiff competition from both international brands and local rivals. Yet, it has held its ground, thanks to its strong nostalgic appeal and a loyal customer base spanning generations. Unlike seasonal mango drinks, Maaza has positioned itself as a year-round beverage, ensuring steady demand.

Expanding Reach Through Digital Growth
Coca-Cola has aggressively expanded its distribution network in India, adding approximately 440,000 new outlets through digital customer platforms in 2024. This has opened new avenues for Maaza, allowing better customization of product, pricing, and packaging to meet market demand.

Joining the Billion-Dollar Club
With Thums Up as the only other Indian beverage brand to cross the billion-dollar mark, Maaza’s success reinforces the potential of Indian brands in the global market. It proves that homegrown products, when backed by strategic expansion and strong branding, can compete on an international level.

What’s Next for Maaza?
As Coca-Cola continues to push Maaza’s presence in India and beyond, the next challenge is sustaining its growth. Will it expand further into global markets, or will Coca-Cola introduce new innovations to strengthen its position? One thing is clear—Maaza’s journey from a simple mango drink to a billion-dollar brand is a testament to the staying power of Indian beverages.