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Bisleri sells Maaza brand for global markets to bottlers
Group Shuts International Operations Headquartered In New York
THE Bisleri group (Park Exports)-promoted soft drinks company, Maaza Beverages, has sold the trademark rights of Maaza for the international markets to its bottlers, Infra Beverages in Europe and House of Spice in the US for a substantial undisclosed sum.
The group has also shut down the international operations headquartered in New York, Coca-Cola, which owns the trademark in India, is believed to have been interested in buying the rights for the international markets but failed to clinch the deal.
“The operation abroad was largely dependent on the support services of Bisleri’s domestic operations. It was a bit of strain since we had to draw out support staff from the local operations and send them abroad,” Ramesh J Chauhan, promoter and chairman of Bisleri International said.
Maaza was launched in 1976 and was the brain child of Mr. Chauhan who sold it to Coke in 1993 along with Thums Up, Citra, Gold spot, Rim-Zim and Limca. Back then, Mr. Chauhan was also too dependent on franchisee bottles given that of the sixty-two bottling plants, only four were owned by the company.
Bisleri had earlier sold its mango processing business, which supplied pulp to the Maaza business, to Jain Irrigation.
Popularly known for it’s positioning,” Mango in the Bottle“, the brand’s primary consumers are children. Although Pepsi tried to break into this market with its Slice brand, it was not able to make a mark due to the lack of clear positioning.
Market analysts say that Coke has not really built the brand well in the Indian market. “I did not think Coke would have wanted to do much with the Indian brand in the international market, and therefore, I did not seem them as a prospective customer,” Mr Chauhan said
The brand, which is now 30 years old, has an iconic status in the segment.
The Indian soft drinks market is huge, valued around $2 billion, the non-carbonated drinks constitute only 10% of the total market.
Cola majors are keen to push non-carbonated and health drinks at a time when health-conscious consumers are moving away from carbonated drinks in India and global markets.
After taking over the brand, Coke has been unable to dilute the brand’s core values. It did try to change track was in 2001 by launching orange and pineapple variants, which were rejected by consumers.
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