Share of soft drinks in India 2016, by brand

Maaza recorded the highest share among soft drink brands in India in 2016 in terms of sales. Bisleri, the bottled water seller placed second that year. With a market share of nearly 30 percent, Maaza proved that the country’s soft drinks market goes beyond carbonated beverages.  Using mango to sell beverages Maaza, owned by Coca-Cola is a mango fruit drink. India was the largest producer of mangoes in the world. Furthermore, between the months of March and July, Indians feast on mango harvests and their many varieties. Maaza claims to contain the Alphonso mango, which is considered one of the best varieties of the fruit and commonly called the king of mangoes. There are other kinds of Maaza available now, containing different fruits, expanded across Asia, the Middle East, Africa and eastern Europe. Maaza’s competitors Slice, owned by PepsiCo and Frooti under the Parle Agro flagship were the counterparts of Maaza. Slice was a discontinued brand under Pepsi in the United States. Now, it sells mango juice in India. In 2018, it was rebranded as a “fruit juice drink with fizz”. Frooti, on the other hand, was “fresh and juicy” and advertised by Bollywood actor Shah Rukh Khan. While all three mango beverages vary only slightly in taste, the true test was always the marketing mix and its success in boosting sales. Back in 2014, Prime Minister Modi is said to have helped boost horticulture sales for farmers by urging beverage companies to add fruit into their products.

2016年，在印度软饮料品牌中，以销售额计，Maaza录得最高市场份额。当年，瓶装水品牌Bisleri位居第二。Maaza以近30%的市场份额证明，该国的软饮料市场不仅限于碳酸饮料。隶属于可口可乐公司的Maaza，一款以芒果为原料的果饮，凭借其独特的风味，成为全球最大的芒果生产国——印度的骄傲。在3月至7月间，印度人尽情享用各种芒果及其丰富的品种。Maaza宣称其产品含有被誉为“芒果之王”的阿尔丰索芒果。目前，Maaza推出了多种含有不同水果的产品，其市场已拓展至亚洲、中东、非洲和东欧。Maaza的竞争对手包括由百事公司拥有的Slice以及帕莱阿戈旗下的Frooti。Slice曾是百事在美国的一个停产的品牌，现在在印度销售芒果汁。2018年，它被重新定位为“带气泡的果汁饮料”。另一方面，Frooti以其“新鲜多汁”的特点著称，并由宝莱坞演员沙鲁克·汗代言。尽管三种芒果饮料在口味上仅有细微差别，但真正的考验始终在于其营销组合及其在提升销量方面的成功。回溯至2014年，据称时任总理莫迪曾通过敦促饮料公司在其产品中添加水果，从而帮助农民提升园艺产品的销售额。