Coca Cola to start juice biz

Hindustan Coca Cola Beverages aims to start mango juice business in partnership with Jain Irrigation after success of mango farming initiative 'Unnati' launched in 2011.

Both the partners plan to invest Rs 50 crore over the next 10 years to boost mango production by using the Ultra High Density Plantation (UHDP) technology with the involvement of about 25,000 farmers in an area of 50000 acre.

Speaking on the new deal, T Krishnakumar, CEO, Hindustan Coca-Cola Beverages Pvt Ltd (HCCBPL), said, " We will result in creation of an ecosystem that delivers higher growth and income for farmers and helps us streamline supply chain and enhance productivity for our Indian brands Maaza and Minute Maid Mango."

The second phase of ‘Unnati’ will be carried out extensively with farmers in Tamil Nadu and Karnataka. The initiative will focus on the 'Totapuri' variety of the mango, which is mainly used to produce packaged mango juice.

Atul Jain, Joint MD, Jain Irrigation Systems, said, "UHDP is commonly practised for mango cultivation worldwide and combined with other sustainable agricultural techniques has the potential to yield upward of 200 percent more produce than the traditional method.”

The company also plans to extend the initiative to other fruits as well in the coming years.