Mango Drinks: Weather and Wars Hit India's Fruit Industry

India's mango drink market is dominated by three brands: Maaza from Coca-Cola, Frooti from Parle Agro, and Slice from PepsiCo. These three brands account for over 90% of the organized market.

The market share of Maaza stands at nearly 48%, followed by Frooti at about 26%, and Slice at around 23%. However, unpredictable weather patterns have altered crop quality, disrupting export demand and creating ripple effects in the industry.

Coca-Cola's mango pulp supplier, Foods & Inns Ltd., has seen major challenges due to abnormal climatic changes affecting the sweetness of mangoes. The company processes around 250,000 metric tons of raw mangoes annually, with mangoes contributing 75-80% of its business.

Parle Agro has taken a long-term approach by building partnerships with fruit farmers and processors while investing in their infrastructure and processing capabilities. The company sources 173,000 tonnes of mangoes annually, up from just 1,000 metric tons when Frooti was launched.