From Orchard To Bottle: Unravelling The Mangoes' Journey In Beverage Industry 

Summer signals the much-anticipated mango season, bringing a burst of sweetness and relief from the heat. In India especially, mangoes are woven into the very fabric of our culture, symbolising abundance, festivity and the essence of summer itself. The lush, aromatic presence of mangoes during summer vacations is a nostalgic reminder of simpler times, where the joy of eating a perfectly ripened mango was unmatched. Whether enjoyed as a fresh cut, in a chilled beverage, or adorning homes with its leaves during celebrations, the mango’s significance in India is unparalleled, symbolising the warmth of home and the bonds that connect us. 

India's Mango Heritage: A Global Taste Sensation 
India's deep-rooted connection with mangoes resonates deeply through its global dominance in production and variety. The nation's ability to cultivate over 1,000 mango varieties underscores its rich agricultural heritage and meticulous farming practices. Each variety, whether it's the sweet Alphonso or the tangy Totapuri, tells a story of regional flavours and centuries-old traditions. It is important to remember that mangoes are not just a commodity but a cherished symbol of India's agricultural prowess and cultural richness. It is how they define India's position as the undisputed 'king of fruits' on the world stage.  

Moreover, the roots of this distinction lie in the very cultivation of mangoes which provides livelihoods for millions of farmers across the country. The mango orchards are not just a source of income but a way of life, deeply embedded in the rural economy. The export market for Indian mangoes is thriving, where they are revered for their superior taste and quality. This robust export sector not only boosts the economy but also enhances India’s reputation as a leading global supplier of this beloved fruit. 

Sustainable Practices in Mango Farming 
As leaders in the beverage industry, it is imperative to acknowledge the profound impact of mangoes on our culture and economy. The journey takes root in the orchards, where companies must remember the paramount importance of sustainable farming practices. Enhancing sustainable mango cultivation and boosting productivity are at the forefront of modern agricultural practices. This commitment to sustainability ensures that the orchards remain fertile and productive for future generations, maintaining a delicate balance with nature.   

In alignment with the Government's Atmanirbhar Bharat Abhiyan, multiple initiatives are being launched by companies to enhance sustainable mango cultivation and improve the livelihoods of farmers. These efforts, in collaboration with horticulture agencies, equip farmers with modern techniques and provide comprehensive support, fostering empowerment and self-reliance within the agrarian community. Therefore, businesses should continue to strategise with an approach that prioritises supporting farmers and preserving the environment, ensuring the sustainable procurement of beloved fruits like mangoes. 

India's Mango Beverages: A Year-round Delight for Consumers 
Mango beverages in India are not merely a juice flavour; they represent a category in themselves. From the moment the mangoes are handpicked in the orchards to when they are bottled, each step is meticulously monitored to ensure the highest quality. A vast network of distribution channels ensures that these beverages are available to refresh countless consumers throughout the year, irrespective of the season for people to enjoy. 

The consumption of mango fruit juices in India reflects a deep-seated cultural appreciation for this fruit, which continues to grow steadily. Across the Asia-Pacific region, the mango juice market is experiencing rapid expansion, fuelled by the enduring allure of Indian mangoes. 

As brands continue to innovate and introduce diverse mango-based products, the journey of mangoes to a bottle is here to stay. Whether it's the nostalgia of summer vacations or the joy of tasting the first mango of the season, India’s love for mangoes continues to thrive. Looking ahead, the commitment remains strong to ensure that the essence of mango is enjoyed throughout the year, delighting consumers worldwide. 

Ajay Konale

Guest Author The author is the Director - Marketing, Nutrition category, Coca- Cola India and Southwest Asia