Maaza joins the billion-dollar club, second desi Indian brand to attain this feat for Coca-Cola.

Maaza, a popular mango-based drink owned by Coca-Cola, has achieved a significant milestone by becoming a billion-dollar brand in 2024. This announcement was made by Coca-Cola's Chairman and CEO, James Quincey, during the company's earnings call.

Maaza is the 30th billion-dollar brand in Coca-Cola's portfolio and the second Indian brand to achieve this feat after Thums Up, which reached this milestone in 2021. Coca-Cola acquired Maaza and Thums Up in 1993 as part of its re-entry into the Indian market.

Maaza was launched in India in 1976 and has since become a beloved local brand. In addition to Maaza, Sprite, a lemon and lime-flavored soft drink, also became a billion-dollar brand in the Indian market in 2022.

Coca-Cola's success in India can be attributed to its innovative marketing campaigns and strategic partnerships. The company has recruited consumers by linking its brands with music, travel, and movies. Additionally, Coca-Cola has expanded its reach in India by adding approximately 440,000 outlets through digital customer platforms.

India is the fifth-largest market for Coca-Cola globally. The company has invested in refranchising its bottling operations in certain territories in India, incurring transaction costs of USD 7 million in 2024.