Brands
Maaza marks 50 years with India Post special cover honouring mango heritage
National Mango Day event celebrates farmers and the brand’s five-decade journey with Indian mangoes
NEW DELHI: Maaza is celebrating its golden jubilee with a stamp of approval, quite literally. Marking 50 years of the mango-based beverage, Coca-Cola India and the Department of Posts unveiled a commemorative Special Cover on National Mango Day, while also recognising the farmers whose produce has powered the brand’s journey for five decades.
The Special Cover was released by Government of India, union minister of food processing industries, Chirag Paswan in the presence of Department of Posts, chief postmaster general, Delhi Circle, Akhilesh Kumar Pandey, representatives from Coca-Cola India, its bottling partners, Foods & Inns Ltd. and NGO partner CENDECT.
The commemorative cover, titled Celebrating 50 Years of Mango in a Bottle, pays tribute to Maaza’s association with India’s favourite fruit. Featuring artwork inspired by mango orchards and the brand’s signature bottle, it serves as a philatelic keepsake celebrating the drink’s five-decade legacy.
The event also honoured mango farmers associated with Project Unnati, an initiative of Anandana – The Coca-Cola India Foundation. The programme recognises farming communities that have contributed to preserving India’s mango heritage while supporting the beverage’s supply chain.
Launched in 1976, Maaza has grown into one of India’s largest fruit-based beverage brands, sourcing Indian mangoes, including Alphonso varieties, to offer consumers the taste of mangoes throughout the year.
Speaking at the event, Government of India, union minister of food processing industries, Chirag Paswan said, “India has achieved self-reliance in food production, and our next priority is to create greater value through food processing by strengthening infrastructure and expanding market opportunities for our farmers.”
He added that it was encouraging to see homegrown beverage brands celebrate India’s mango heritage while supporting farmers and local economies, describing the Special Cover as a tribute to the country’s mango legacy and the communities that sustain it.
Meanwhile, Coca-Cola India & Southwest Asia, vice president, integrated operations, Sundeep Bajoria said the milestone reflected the collective efforts of farmers, processors, bottlers and distributors who have helped bring the authentic taste of Indian mangoes to consumers for five decades.
He said the recognition from the Department of Posts celebrated the entire value chain that has enabled Maaza to reach households across the country.
Echoing the sentiment, SLMG Beverages, joint managing director, Paritosh Ladhani said every bottle of Maaza represents the work of farmers, processing units, manufacturers, transporters, distributors and retailers working together to deliver the beverage to millions of consumers.
The Special Cover forms part of Maaza’s year-long golden jubilee celebrations, which also include the national campaign ’50 saal se, sip-sip mein aam’. As the brand turns 50, the commemorative release not only celebrates an iconic beverage but also shines a spotlight on the agricultural communities that have helped keep India’s love affair with mangoes alive.
