MUMBAI – The Coca-Cola Company, its bottling partners and fruit suppliers and processors in India will contribute more than $1.7 billion to the country’s agri ecosystem over the next five years, benefitting more than 200,000 fruit farmers.
The investment will span Coke’s entire juice supply chain, from grove to glass. Close to $800 million will fund procurement of processed fruit pulp and fruit concentrate for Coca-Cola India’s growing portfolio of juice and juice drinks and sparkling drinks with juice ingredients. The company is expanding its juice portfolio with the launch of Minute Maid Pulpy Mosambi, which is produced using high-quality Indian Mosambi fruit sourced from Jalna in Maharashtra.
Minute Maid Pulpy Mosambi, which contains Mosambi juice and additional pulp, will be available across the country in affordably priced 250-ml, 400-ml and 1-liter bottles.
“The agriculture sector in the country is undergoing rapid transformation with the focus on adoption of technology and scientific methods of farming across the value chain. In line with our commitment to the overall development of farmers, we are encouraging investment in the agriculture sector to substantially enhance productivity and farmer income,” Shri Devendra Fadnavis, the honorable chief minister of Maharashtra, said while handing the first bottle of Minute Maid Pulpy Mosambi to a farmer who grew the fruit for the beverage at a media event.
The investment, which supports Indian Prime Minister Shri Narendra Modiji’s vision to double farmers’ income by 2022, is part of Coca-Cola India's efforts to create a “circular economy” of sustainable agriculture by using a variety of Indian fruits in its beverages. Hindustan Coca-Cola Beverages (HCCB), a company-owned bottler, will partner with 13 independent bottlers and fruit processing companies to invest approximately $900 million in manufacturing lines, the juice bottling infrastructure and fruit processing plants to support the company’s fast-growing still beverage portfolio. HCCB and Jain Irrigation currently invest in Project Orange Unnati and Project Mango Unnati – two initiatives that promote progressive farming technologies like Ultra High Density Plantation (UHDP) and Micro Irrigation Systems.
“We have already expanded our Minute Maid juice range from one variant in 2007 to 11 in 2017, and if we are to realize our portfolio ambitions of being a total beverage company, we must invest in the agri ecosystem,” said T Krishnakumar, president, Coca-Cola India and Southwest Asia. “The launch of Minute Maid Pulpy Mosambi marks the beginning of this transformational journey towards creating a sustainable circular economy with Indian fruits. More than 1,800 million tons of Mosambi fruit have been sourced from Jalna in Maharashtra for the first phase of the Minute Maid Pulpy Mosambi production. The investments announced today by Coca-Cola will further catalyze economic growth and create new opportunities for farmers and local suppliers.”
Coca-Cola India also procures and exports raw materials and ingredients valued at $280 million to 44 countries.