Monday, June 25, 2018


Coca-Cola launches Minute Maid Pulpy Santra, with Maharashtra oranges
Tuesday, 05 September, 2017, 08 : 00 AM [IST]
Our Bureau, Mumbai
Following the launch of Minute Maid Pulpy Mosambi, the Coca-Cola Company in India has unveiled the Minute Maid Pulpy Santra variant, which contains the juice and pulp of oranges locally grown in the states of Maharashtra and Madhya Pradesh. The wholesome new drink will be available in a ready-to-serve 400ml pack.

The launch is in tune with the transformational journey of the Coca-Cola System in India to create a virtuous fruit circular economy by using a variety of Indian fruits in its beverages.

The Coca-Cola Company in India, along with its owned bottling operation, Hindustan Coca-Cola Beverages, fruit suppliers and processors in India, is already working with four lakh farmers and training many of them on innovative and effective ways of practicing horticulture to help realise prime minister Narendra Modi’s vision of doubling farmers’ incomes by 2022.

Handing over the first bottle of Minute Maid Pulpy Santra to a farmer who grew the fruit for the beverage, Devendra Fadnavis, Maharashtra chief minister, said, “We have a tireless resolve to bring about positive changes in the lives of our farmers.”

“We are happy that companies like Coca-Cola and their partners like Jain Irrigation are committed  towards the agricultural economy. They can also help introduce modern and scientific methods of farming to improve both quality and quantity of agricultural produce,” he added.

“I am sure this will play a key role in developing the agri sector in India (and Maharashtra in particular) and help us in making the prime minister’s vision to double the farm income by 2022,” Fadnavis said.

“This occasion has become all the more special with the presence of James Quincey, president and chief executive officer, Coca-Cola Company. I want to assure him that he has found a partner for life in Maharashtra. We are enthused to embark upon this journey of bringing about a meaningful change in the lives of our farmers,” he added.

“Currently, our beverages are sold in over 26 lakh outlets in India. Our aim is to leverage this pervasive distribution for our juice-based drinks, so that consumers get easy access to them,” said T Krishnakumar, president, Coca-Cola India and Southwest Asia.

“Our commitments to create demands for locally-grown fruit-based beverages and invest in the agri ecosystem are the cornerstones of the virtuous fruit circular economy,” he added.

“We recently launched Minute Maid Pulpy Mosambi, containing juice from the locally-grown mosambis (sweet lime). I am happy to share that it is already available in over one lakh outlets across the country,” Krishnakumar said.

“The launch of Minute Maid Pulpy Santra is another milestone in this transformational journey. In the first phase, we have sourced the santra fruit from Maharashtra and Madhya Pradesh,” he added.

The Coca-Cola Company, along with its partners in India, recently announced a contribution of about $1.7 billion in the fruit circular economy of the country over the next five years.

Close to $900 million of this contribution would be towards the procurement of processed fruit pulp and fruit concentrate, while the remaining would be invested towards creating the required infrastructure, including manufacturing lines, juice bottling infrastructure, fruit processing plants and equipment, and agricultural interventions.

An estimated two lakh farmers will benefit from this five-year roadmap, in which 2.10 million tonne of fruit is likely to be processed.

The Coca-Cola Company-owned bottling operation in India, Hindustan Coca-Cola Beverages and Jain Irrigation have already invested in Project Orange Unnati and Project Mango Unnati that promote modern technologies like Ultra-High Density Plantation (UHDP) and Micro Irrigation System for better resource management and enhanced produce.

The company has drawn up a compelling retail activation campaign to market the product with attractive proposition of gulp the pulp, and inviting more consumers to try out the grown in India, made in India juice drink.

Minute Maid is one of the world’s largest juice and juice drink brands and has a heritage of nutrition, innovation and quality.

The beverage provides a wider choice as part of the company’s commitment to provide beverages for life to its consumers.
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