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THE FUTURE OF MANGO IS IN HANDS OF COCA COLA ...

Pepsi, Parle vie for No 2 slot in mango drinks


Rachit Vats, Hindustan Times


Mumbai, March 10, 2013





First Published: 21:43 IST(10/3/2013)
Last Updated: 21:45 IST(10/3/2013)










Mango drink makers could do with a sip of their own products. They are sweating it out in a tough battle where the No. 2 slot is where the real action is.



Summer seems to have set in early for firms in the Rs. 3,200-crore mango drink market. Firms are doing everything - from roping in Bollywood biggies to boosting marketing expenditure and adding infrastructure muscle - to stay ahead in the competition.








With Coca Cola firmly positioned at the number one spot in the Indian mango drink market with its Maaza brand, its global rival PepsiCo and spunky local player Parle Agro - from whose stable Thums Up was sold to Coca Cola - are vying for the second slot in a market that is growing at 7% per annum.






Parle's Frooti is currently at number 3 in the pecking order.






Intense competition notwithstanding, Coca Cola is turning out t…

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