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MoFPI and Coca-Cola India ink MoU for investment in Agri Ecosystem

Commits US$1,7b in developing ‘Fruit Circular Economy’ concept in India

Sunday, November 5, 2017, 16:49 Hrs  [IST]
HBI Staff |New Delhi

Ministry of Food Processing Industries (MoFPI), Government of India and Coca-Cola India signed a Memorandum of Understanding (MoU) towards investing in the Agri-ecosystem of the country.

The MoU was signed at the ongoing World Food India (WFI) 2017 in Delhi.

Under this enabling agreement , Coca-Cola India, its bottling partners and its fruit suppliers and processors in India, will contribute over USD 1.7 b in the agri-ecosystem of the country over the next 5 years, spanning the entire supply chain from Grove to Glass through a unique concept called the Fruit Circular Economy, says an official release.

As the next step of its Fruit Circular Economy initiative, Coca-Cola India announced the launch of ‘Fruits of India’ initiative, under which the Company will create a wide range of region-specific juice variants and products inspired by the diversity of fruits grown in India.

With this initiative, Coca-Cola India aims to strengthen the local and regional value chain and drive demand for locally grown fruit across the country. The choicest of Indian fruits, including Gritty Guava made from Allahabadi Amrood, Dusseheri mango from Uttar Pradesh, Kesar mango from Gujarat, Santra and Mosambi from Maharashtra and Litchi from Bihar will be sourced and processed under the company’s flagship juice brand Minute Maid.

A national marketing campaign, ‘RasRasme in India’ has been launched on the occasion to highlight the background and origin stories of these popular Indian fruits.

Speaking on the occasion, T. Krishna Kumar, President, Coca-Cola India and South West Asia said, “Coca-Cola is on a transformational journey towards becoming a Total Beverages Company by enhancing its offerings to the world. Coca-Cola India’s relentless efforts around the Virtuous Fruit Circular Economy, an initiative of using a variety of Indian fruits, is on its way to give better business results. Our linkages with the Indian Agri-economy continue to grow strong and we continue to expand our product portfolio by utilizing locally grown fruits to create new flavors under the ‘Fruits of India’ initiative. Further, our entry into the Beverage Plus category isa part of our portfolio expansion strategy with Minute MaidPerfect Fruit being the first milestone in this transformational journey.We believe that our efforts will help catalyze the country’s fruit processing industry by creating demand through new products and investments, ultimately generating new opportunities for farmers, local suppliers and retailers.”

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