Maaza – a sheer innocent indulgence
It literally means ‘fun’ in most Indian languages including Hindi, Oriya, Bengali, and Marathi. And, true to its name, Maaza remains a popular mango-based wholesome family fun fruit drink in India.
Known for its distinct taste due to the mango pulp of the Alphonso variety, the ‘King of Mangoes’ in India, Maaza continues to be the largest selling juice drink brand in the country. Made with real mango pulp, the drink is an obvious choice for every mango lover who craves for the mango pulp. Constituting an integral part of HCCB’s product portfolio, Maaza also supports the ‘fruit circular economy’ strategy of the Coca-Cola System in the country.
The product has always been the market leader and innovator since its launch in 1976. Maaza is today synonymous with mangoes in a bottle and its rich, smooth and indulgent Alphonso mango taste makes it loved in every part of India.
The refreshed design of the product pack allows for the brand to proudly take ownership of Alphonso mangoes by denoting the distinct mango shape through a clever blend of graphic mango illustration and the mango juice itself – reinforcing the idea that ‘Maaza is mango’.
As such, Maaza has always been an integral part of festivities and occasions that bring smiles on faces when people celebrate such precious moments. The brand has always been proactive in backing endeavours that allow people to break away from routine, relish joyful moments, and rejuvenate.
With an impressive heritage Maaza was launched in 1976 in India and was acquired by the Coca-Cola India in 1993 from Parle Bisleri.
Continuing with its commitment to provide more choices to consumers, the company has also introduced two variants of the product - Maaza Gold for consumers looking for the most indulgent mango drink and Maaza Refresh, for consumers looking for a lighter, on-the-go beverage option. While Maaza Refresh is available in smaller packs at an affordable price point, Maaza Gold is more of a premium product.
Maaza is strategically positioned as a brand that enables moments of ‘innocent indulgence’ in consumer’s everyday lives. The product is available in RGBs, PET bottles and Tetrapacks.