As part of its fruit circular economy strategy, Coca-Cola India will invest $1.7 billion in the
country over the next five years as it aims to strengthen the local and regional demand for
locally grown fruit.
Coca-Cola will source Indian fruits such as guava, dasheri mango, kesar mango and sweet
lemons and then process them under the company’s Minute Maid juice brand. It will then
highlight the background and origin stories using a national marketing campaign.
Coca-Cola India’s president T Krishnakumar said: “Coca-Cola is on a transformational journey towards becoming a total beverages company by enhancing its offerings to the world. Coca-Cola India’s relentless efforts around the virtuous Fruit Circular Economy, an initiative of using a variety of Indian fruits, is on its way to give better business results. Our linkages with the Indian agri-economy continue to grow strong and we continue to expand our product portfolio by utilising locally grown fruits to create new flavours under the Fruits of India initiative. Further, our entry into the beverage plus category is a part of our portfolio expansion strategy, with Minute Maid perfect fruit being the first milestone in this