Coca-Cola India marks five decades of Maaza, celebrating the beverage brand’s deep cultural connection with mangoes, nostalgia and Indian consumers across generations
Coca-Cola India has marked 50 years of Maaza in India, celebrating the iconic mango drink’s enduring connection with Indian consumers, culture and nostalgia since its launch in 1976.
The company said Maaza has evolved from being just a beverage into a household favourite closely associated with India’s love for mangoes, summer memories and everyday family moments.
Over the last five decades, the brand has remained a consistent presence across generations, featuring in family gatherings, festive occasions and routine moments that have shaped consumer memories.
Commenting on the milestone, Sunainika Singh said Maaza’s legacy has been built on authenticity and emotional connection with consumers.
“Maaza has spent half a century earning a place in the lives, shelves and memories of Indians. It has been there in summer holidays and family gatherings, in post-lunch Sunday desserts and festive spreads, in moments too small to photograph but too good to forget,” Singh said.
She added that the brand had retained its identity across generations by remaining “honest, indulgent, and the closest feeling to enjoying a mango experience”.
Over the years, Maaza has built strong recall through campaigns such as ‘Taaza Mango, Maaza Mango’ and ‘Maaza Ho Jaaye’, which focused on celebrating India’s emotional relationship with mangoes and culturally rooted everyday experiences.
Sukesh Nayak said the brand has consistently represented more than just a fruit beverage.
“Maaza has always stood for the joy of mangoes, not just as a fruit drink but as a feeling people grow up with. As we mark 50 years, it’s about celebrating that emotion and everything that brings it to life, in every sip,” Nayak said.
Beyond branding and campaigns, Coca-Cola India highlighted the role of its agricultural initiatives in strengthening India’s mango ecosystem. Through Project Unnati, the company has partnered with fruit farmers across multiple states and union territories to promote sustainable farming techniques including ultra-high-density plantations and drip irrigation systems.
The initiative aims to improve fruit quality, increase yields and support long-term sustainability across the mango value chain through what the company describes as a “grove-to-glass” approach.
As the brand enters its next phase of growth, Coca-Cola India said Maaza will continue celebrating mangoes through culturally rooted stories, experiences and consumer engagement initiatives while staying connected to its core identity of delivering the familiar taste of mangoes to Indian consumers.
