Coca-Cola India aims to invest close to $2 million over the next three-years to boost mango yields, in order to step up its local sourcing plans. The beverages major will work with Jain Irrigation, its largest pulp partner, to kick-start the project from Andhra Pradesh.
“This project is about inclusive growth wherein farmers get an opportunity to double their yield while we benefit from a continuous supply of mango pulp,” said Atul Singh, president and CEO, Coca-Cola India and South-West Asia.
Farmers in Andhra Pradesh — a key producer of Totapuri variety of mango — will be trained to better yields through a pilot project of 200 demo farms.
At present the company sources the oranges from international locations including the US and China while the mangoes and other fruits are procured locally. The India’s fruit beverage industry is seen growing over 20% annually.
At present Jain Irrigation supplies nearly 60% of its mango pulp production to Coca Cola while it exports the rest.
“Demand for Coca-Cola products is rising and we are trying to boost our processing capacity,” said Sunil Deshpande, executive vice-president, Jain Irrigation.