Coca-Cola India and the postal department released a special cover for Maaza's 50th anniversary, honoring mango farmers and the brand's supply chain.
Coca-Cola India and the Department of Posts released a special postal cover on National Mango Day to mark the 50th anniversary of the Maaza juice drink. The cover, titled "Celebrating 50 Years of Mango in a Bottle," depicts mango orchards and the iconic Maaza bottle. It was unveiled by Chirag Paswan, India's Union Minister of Food Processing Industries, at an event in New Delhi that also honored mango farmers linked to the company's Project Unnati initiative.
Maaza launched in 1976 and has since become a billion-dollar brand in India, sourcing mangoes from orchards across the country. The brand's golden jubilee campaign, "50 saal se, sip-sip mein aam," ran earlier this year. The special cover serves as a lasting philatelic record of the brand's five-decade run.
Paswan said at the event that India has achieved self-reliance in food production and that the next priority is to create more value through food processing. He called farmers "annadatas" and said efforts to strengthen the agricultural value chain are investments 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," Paswan said.
Sundeep Bajoria, vice president of integrated operations at Coca-Cola India & Southwest Asia, said the milestone reflects an efficient value chain from sourcing and processing to bottling and distribution. "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," Bajoria said.
Paritosh Ladhani, joint managing director of bottling partner SLMG Beverages, said behind every bottle of Maaza is a value chain driven by farmers, processing units, manufacturing facilities, truckers, distributors, and retailers. He said the recognition belongs to every individual across the ecosystem.
Coca-Cola's India operations include a network of more than six million retail outlets. The company's portfolio in the country includes Coca-Cola, Thums Up, Fanta, Sprite, Kinley, Minute Maid, and Costa Coffee, among others. Maaza is one of its largest juice brands globally.
The Coca-Cola Company (KO) holds an Alpha Score of 62 out of 100, a Moderate rating, within the Consumer Staples sector. The brand anniversary underscores the company's long-standing supply chain ties in India, a market where the beverage giant has invested heavily in local sourcing and distribution.
The special cover is now part of the Department of Posts' philatelic collection, marking a rare government recognition for a commercial beverage brand's agricultural roots.
Drafted by a large language model from the source reporting linked above, then screened by automated publishing checks. It is not read by a journalist before publication. Some articles cite our Alpha Score. Verify prices and figures against the original source. Educational coverage, not personalized advice.