Coca Cola India on Friday introduced a new version of Maaza, which it claims is fortified with ‘calcium’. The move is based on consumer research conducted by the company and is part of the company’s strategy to shift the brand towards a broader portfolio.
As per the latest ORG-MARG retail audit data, Maaza leads in the Rs 250 crore fruit-based drinks market with 28 per cent market share. As per the study, Frooti is the closest competitor at 23 per cent while Pepsi follows with a combined market share of Slice and Mangola at 18 per cent.
The company has already invested upwards of Rs six crore in giving Maaza a facelift, together with a new advertising campaign and logo. In the last one year, the company has also increased the number of plants manufacturing Mazaa from 13 to 15 and also increased the total capacity from 2000 bottles per minute to 2500 bottles per minute.