Mango Eipd

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India is th e fruit and v ege tabl e ba ske t of th e world. India b e ing a hom e of wid e varie ty of fruit s and v ege tabl es hold s a uniqu e po sition in produ ction fi gur es amon g oth e r countri es . Ove r 90% of India s e port s in fres h produ cts goes towes t Asia and Ea st Europ ean mar ke ts. Howeve r, it n ee ds to au gme nt it s foodand pro cess ing indu stry at a m eg a scale , accordin g to an a gricultur e con sultant.

India s e port s of Fres h Fruit and V ege tabl e ha s increase d Rs. 3659.11 Cror es in2008-09 , whi ch is includin g th e produ cts like Fres h Onion, Walnut, Fr es hMan gos, Fres h Grap es and oth e r fres h Fruit s & Vege tabl es .

Abundant inv es tm e nt opportuniti es ar e th e re in e pandin g th e e port mar ke t.An increasing acce ptan ce of ne w produ cts with mar ke t d e ve lopm e nt e ffort s ha s bee n witn esse d lat e ly give n th e fact that th e re is a good int e rnational

demand for ce rtain fruit s and v ege tabl e produ cts. India ran ks fi fth in th e worldin cropp e d ar ea und e r cultivation and produ ction of potato es . India produ ces 40% of world s man goes , 26 %banana s, 18 % cashe w nut s, 28 % gree n peas and 12% onion . Export s of man goes , grap es , mu shroom s have start e d going toth e Unite d Kingdom, Middl e East, Singapor e and Hon g Kong, and amon g vege tabl e , onion o ccupies first po sition Potato es and gree n vege tabl es like okra, bitt e r gourd, gree n chillies have good export pot e ntial.

About Mango

Its con side red th e King in all th e fruit s in India. Man go (Man gif e ra indi ca L.) is th e mo st important fruit of India. It i s grown ov e r an ar ea of 1.23 millionhec tar es in th e country produ cing 10.99 million tonn es . It a ccount s for 22.1 p e rce nt of total ar ea (5.57 million ha) and 22.9 p e r ce nt of total pro du ction of fruit s (47.94 million tonn es ) in th e country. Thou gh Uttar Prad es h ha s th e larges t ar ea of 0.27 million h ec tar es und e r man go, Andhra Prad es h ha s th e highes t produ ctivity of 12 tonn es pe r hec tar e . While Andhra Prad es h produ ces 3.07 million tonn es of man go, U.P., Bihar and Karnata ka produ ce 2.39, 1.79and 0.92 million tonn es , res pec tive ly. India ran ks first amon g world' s man goprodu cing countri es accountin g for 52.63 p e r ce nt of th e total world' s man goprodu ction of 19 million tonn es .

The re ar e mor e than thou sand man go vari e ties in India. How e ve r, only about30 vari e ties ar e grown on comm e rcial scale in diff e re nt stat es . Importantman go vari e ties cultivat e d in diff e re nt stat es of India in clude Alphon so, Kes ar,Ra japuri, Vanra j, Nee lum, Pairi, Rumani , Mul goa, Da she hari, Lan gra, BombayGree n, Ban ganpalli, Ban galora,Ch e rukura sam, Himayuddin, Suvarnar ek ha, e tc.

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Growin g Man goes

The man go is an eve rgree n tr ee , and it s size de pend s on th e condition s inwhich it' s grown. Som e can r each a h e ight of 27 m e tr es . The tree produ ces pink flowe rs, which blo ssom early in sprin g. Man goes ar e tropi cal, but th ey dowe ll in subtropi cal ar eas, as long as th e re 's not too mu ch rain.

Se lec tin g & Plantin g

Ask for Bes t ve rity and Hybrid Graft ed plant whi ch can yie ld be tt e r and in shortpe riod. Man go should b e plant ed in a grid patt e rn. The re should b e a minimumof 30 f ee t( 9 m e te r ) from ad jace nt plant. It should wat e red reg ularly andpe riodi cal maintanan ce like prunin g is a mu st at th e initial sta ge . Plant start s yie lding from it s fourth y ear and th e yie ld increases as its age increases .

Prunin g is a mu st for b e tt e r yie ld.Picking

The man go fruit i s produ ce d in cluste rs on lon g stems. It' s harv es ted by u sing along pole with a pair of shear s at th e e nd. As th e fruit i s clippe d off, it fall s intoa picking ba g atta che d to th e pole . Man goes can b e picke d daily off anyindividual tr ee , bec au se not all th e fruit rip ens at on ce . Man goes ar e ge ne rallypicke d wh e n th e y are matur e but hard, since thi s allow s th em to with stand th e handlin g th e y have to go throu gh be fore th ey reach th e mar ke t.

Pr ofile of Mango Expo r t

Indian man goes com e in variou s shap es , sizes and colour s with a wid e varie tyof flavour, aroma and ta ste . The Indian man go is th e spec ial produ ct thatsub stantiat es th e high standard s of quality and bountiful of nutri e nt s pa cke din it. A single man go can provid e up to 40 p e rce nt of th e daily di e tary fibr e

nee ds a pot ent prot ec tor a gain st h eart di se ase , can ce r and choles te rolbuild up .In addition, thi s lusciou s fruit i s a war e hou se of pota ss ium, b e ta-carot e ne and antioxidant s. In India, man goes are mainly grown in tropi caland subtropi cal reg ion s from se a leve l to an altitud e of 1,500m. Man goes grow b es t in t e mp e ratur es around 27 C.

For maintainin g highes t quality standard s, Stat e -of-th e -art pa ckhou ses hav e

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bee n se t up in ma jor produ ction zon es . Kee ping in vie w th e diff e rent countryrequir e me nt s, int e rnationally r ec ognize d tr eatm e nt fa cilities like Hot wat e rtr eatm e nt, Vapour h eat tr eatm ent and Irradiation fa cilities have a lso bee nse t up at variou s location s acro ss th e produ ction b e lt.

Uniqu e produ ct ide ntification system, compliant to th e tra ce abilityne twor king and R es idue Monitorin g Plan ha s bee n deve lope d for th e con sum e r saf e ty and r eadin ess to produ ct r ec all in case of any eme rge ncy.

V a r ieties:

India is th e hom e of about 1,000 vari e ties . Howeve r, only a f ew vari e ties ar e comm e rcially cultivat ed throu ghout India. Mo st of th e Indian man go vari e ties have spec ific ec o - ge ographi cal re quir eme nt s for optimum growth and yi e ld.The North e rn/Ea ste rn Indian vari e ties ar e usually lat e bearin g compar e d to

South e rn and W es te rn Indian vari e ties . Some of th e local varie ties of man gobear fruit s throu ghout th e year in e xtreme south e rn part s of India.

The impo r tant comme rcial va r ieties a re as :

Andh raPr adesh

Banganapalli, Suva rna rekha, Neelum andTotapu r i

Biha r Bombay Gr ee n, Chau sa, Da she hari, Fazli,Gulabkha s, Kishe n Bho g, Himsagar, Zardaluand Lan gra

Guja rat Kes ar, Alphon so, Ra japuri, Jamadar, Totapuri,Nee lum, Da she hari and Lan gra

Ha ry ana Chau sa, Dashe hari, Lan gra and FazliHimachalPr adesh

Chau sa, Dashe hari and Lan gra

Karnataka Alphon so, Totapuri, Ban ganapalli, Pairi,Nee lum and Mul goa

Madh yaPr adesh

Alphon so, Bombay Gr ee n, Da she hari, Fazli,Langra and N ee lum

Maha rasht ra Alphon so, Kes ar and Pairi

Punjab Chau sa, Dashe hari and MaldaRajasthan Bombay Gr ee n, Chau sa, Da she hari and Lan graTamil Nadu Alphon so, Totapuri, Ban ganapalli and N ee lumUtta r Pr adesh

Bombay Gr ee n, Chau sa, Da she hari and Lan gra

West Bengal Fazli, Gulabkha s, Himsagar, Kishe nbho g,Langra and Bombay Gr ee n

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Areas of Cultivation :

The ma jor man go-growin g stat es are Andhra Prad es h, Uttar Prad es h, Wes tBengal, Mahara shtra, Gu jarat and Karnata ka. Andhra Prad es h ran ks first inman go produ ction with a shar e of 20% and hi ghes t produ ctivity

India Facts and Figu res :

Man go is mo st important fruit a ccountin g for 37.60% of ar ea (1.3 millionhec tar es ) and for 22.21% of total fruit produ ction (14.0 million m e tric tonn es )in th e country. India s shar e in th e world produ ction of man go is 54.2%. India s export of Man go ha s bee n increase d from R s. 127.42 Cror es in 2007 -08 to R s.170.71 Cror es in 2008-09 .

Majo r Expo r t Destinations (2008-09) : UAE, UK, Banglades h, Kuwait, Saudi

Arabia.

About Mango Expo r t

The inte rnational trad e in man go is increasing rapidly and in 1987 wa s es timat ed at US$ 56 million. India continu es to b e th e leadin g produ ce r in th e world a ccountin g for 63 p e r ce nt of world produ ction. How eve r, India o ccupies only third po sition in total man go e xport s. Export s from India a ccount s for 0.11

pe r ce nt of th e total dom es tic produ ction a s again st about 4 p e r ce nt in case of oth e r e xportin g countri es like Me xico, Philippin es and Vene zue la. Indianexport s ar e confin e d mo stly to Gulf countri es , USSR, and UK.

Export s of Man go crop from Andhra Prad es h ar e se t to go up at l east 30 to35% ove r th e last year. Th e stat e is th e sec ond lar ges t produ ce r of man goes inth e country, th e larges t b e ing Uttar Prad es h, produ cing nearly 32 la kh tonn es each year. N early 2,200 m e tric tonn es of man goes are like ly to b e e xport e dthi s year, a s again st 1,600 m e tric ton es e xport ed la st year said offi cial of APEDA. The value of e xport s will be in th e ran ge of Rs 7 to R s 8 cror e . Thou gh

th e yie ld thi s se ason ha s bee n less than 30% of th e normal yi e ld, owin g to th e crop b e ing bie nnial in natur e , th e quality of produ ce is good and th e re fore is findin g ready mar ke ts abroad.

Thou gh th e re is a va st pot ential for e xport to w es te rn countri es , con straint s like suitability of a f e w vari e ties for e xport s, pes ts and di se ase probl ems, highfre ight char ges , limite d cargo spa ce and hi gh pa cking cost hav e res tri cte d th e

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expan sion of th e e xport s from India. R emoval of som e of th e con straint s willincrease th e pot e ntial for e xport s to USA and Japan. R ese ar ch e ffort s ar e alsonee de d for prolon ging th e she lf lif e of fruit so that it could b e mad e availabl e for lon ge r pe riod in th e int e rnational mar ke t.

We ar e focusing on buildin g a community of Man go Farm e rs, Pro cess or s,Trade rs, Deale rs, Fre ight Forward e rs, Se lle rs and Buy e rs, Se rvices Provid e rs.Our empha sis is to provid e support for e xportin g man gos from India to anypart of th e world. Initial pr e f e rence is Gulf Coope ration Coun cil (GCC)Countri es which include Unite d Arab Emirat es , Kingdom of Saudi Arabia,Kuwait, Kingdom of Bahrain, Qatar and Sultanat e of Oman.

WORLD OF MANGOES

Man go is on e th e oldes t cultivat e d tr ees . It is thou ght to hav e bee n grown ov e r4 000 y ear s ago, ori ginatin g in th e India-Burma r eg ion wh e re it is ve rywides pr ead. It i s th e sixth lar ges t fruit crop in th e world ( e xce pt for m e lon)aft e r oran ge , banana, grap es , appl e and plantain. Th e FAO es timat es produ ction to total n early 22 million ton s (1997). It ha s increase d by 50% in 20year s. Three -quart e rs of produ ction i s in Asia, parti cularly in India (10 millionton s), Pakistan (0.9 million ton s), Indon es ia and Thailand (0.6 million ton s).Out side Asia man go growin g ha s d eve lope d sub stantially in M e xico (1.4 millionton s), Nige ria (0.5 million ton s) and Brazil (0.4 million ton s).

The map of world produ ction corr es pond s only partially to that of int e rnationaltrad e . India, indi sputably th e great es t produ ce r country, i s only th e thirdexport e r in th e world. Th e first two ar e Me xico, whi ch is way ah ead with 132000 ton s formin g 39 % of world trad e and th e Philippin es (44 000 ton s and 13% of world trad e ). One of th e f eatur es of th e man go trad e is th e numb e r of origins. The FAO has count e d ove r 70!

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MANGO P RODUCTION AND EXP ORTS

TONS PRODUCTION (1996) EXPORTS (1995)

TOTAL 19 214 672 342 012

CENTR. & N. AMERICA 1 993 261 149 432

Me xico 1 420 306 131 721

Haiti 210 000 7 000

ASIA 14 420 840 112 051

Philippin es 480 000 43 937

India 10 000 000 23 275

Pakistan 907 778 16 628

EUROPE 24 010

Ne th e rland s 14 901

AFRICA 1 891 770 23 740

South Afri ca 32 000 9 237

Ivory Coast 14 000 7 107

SOUTH AMERICA 871 989 22 727

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Brazil 435 000 12 828

Pe ru 114 673 5 792

OCEANIA 36 812 10 052

AGRICULTUREMango Expo r ts Tu rn Sou r

The high cost of Indian man goes in th e US is aff ec tin g th e ir e xport s

M. RAJENDRAN27 Mar ch 2009

Export s of man go, th e king of fruit s,from India to th e US we re tout e das a ma jor coup by th e Unite dProgress ive Alliance gove rnm e nt.Spec ial show s we re he ld in th e US

to ce lebrat e th e end of th e 18-yearban on e xport of man goes fromIndia that show case d Alphon so andoth e r e xotic varie ties .

That wa s 2007. Two y ear s have gone by and th e Alphon so man go couldge ne rat e only Rs 2 cror e reve nue from e xport s, des pit e th e hu ge de mand forth e e xotic fruit, r e flec te d in th e mail s se nt to e xport e rs. We hav e don e we ll in

tim es of recess ion in th e US, since our man go off e rs bes t valu e for mon ey ove roth e rs, and th e re is a hu ge de mand, says a se nior dir ec tor in th e horti cultur e division of th e ministry of a gricultur e .

But man go e xport e rs do not shar e th e bullishn ess of th e gove rnm e nt. In stead,th e y f ear lo sing th e demand from th e US due to hi gh cost of Indian man goes . A3.5 kg pa cke t of man go from India i s sold for $22 (about R s 1,110) in th e US,

SWEET BUT COSTLY: A 3.5 kg pa cke t of Indian man goes costs about $22 in th e US

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while th e sam e quantity, l ess swee t man goes from M e xico and Co sta Rica costs less than $10 (about R s 505).

Man go e xport e rs say th e cost of tran sport and irradiation i s going up, r es ultin g

in esc alation of th e price of man go in th e US. We can brin g th e cost down toabout $15, if w e ship throu gh se a to th e US in 21-25 day s. The necess ary trial s ar e be ing wor ke d out, says Asit Tripathy, chairman of A gricultural andPro cesse d Food Produ cts Export De ve lopm ent Authority (APEDA).

It is not easy to e xport to th e US. The demand i s increasing from custom e rs but irradiation costs ma ke Indian man goes costly, says Murtaza Bharmal,direc tor of MSY Trad e rs, a Pun e -ba se d man go e xport e r.

The first shipm e nt of man goes wa s se nt from India to th e US on 27 April 2007aft e r irradiation tr eatm e nt in th e Bhabha Atomi c Rese ar ch Centr e (BARC) atTrombay fa cility. So far around 180 tonn es of man goes have bee n e xport e d toth e US, accordin g to APEDA. Irradiation i s a pro cess that involv es e xposing th e man goes to hi gh e ne rgy e lec tron b eam s ge ne rat e d by hi gh volta ge e lec tricity(not radioa ctive mat e rial) to control mi c robial, patho ge ns, para sites and p es ts in food, pr ese rving food or inhibitin g phy siological pro cesses such a s sproutin g or rip ening. The cost of irradiation i s Rs 4 pe r kg, while se ttin g up an irradiationfacility is about R s 12 cror e .

But thi s facility ha s bee n rejec te d by th e United Stat es De partm e nt of Agricultur e (USDA). Hence , a n ew fa cility is be ing built in a ss ociation with th e Mahara shtra gove rnm e nt.

Anoth e r ma jor issue in e xport of man goes to th e US has bee n th e cost of ce rtification. A ccordin g to th e requir eme nt s, th e e ntir e cost of trav e l and stay

of th e USDA inspec tor in India at th e irradiation fa cility as we ll as th e officials of USDA locat e d at diff e rent pla ces and involv ed in th e pro cess is born e byIndian e xport e rs.

As th e demand for Indian man goes increase , th e ce ntr es for irradiation willalso go up and so will th e numb e r of USDA inspec tor s re quir e d to b e

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po sition e d in India. Th e cost of man go is bound to esc alat e . That would dir ec tlyimpa ct th e comm e rcial viability of man go export s to t h e US.

This is turnin g out to b e a ma jor non-tariff barri e r issue , says a se nior offi cial

in th e comm e rce mini stry. Rec ognition of India s conformity a ssess me ntpro ce dur e can b e a good solution. India do es not r ec ove r inspec tion costs from th e US for m ee ting similar r equir eme nt s, says a comm e rce ministryofficial.

The story of India s man go e xport s to th e US is ge ttin g sour, whil e officials pro jec t it a s a swee t victory.

India' s e ffort s of d eve lopin g a mar ke t in th e US for its man goes have ta ke n a

short-t e rm hit du e to th e ec onomi c slowdown. Th e USquarantin e inspec tor s will be in Mahara shtra from April 7 but man go e xport e rs have not y e t b eg un pr e paration s like mee ting grow e rs, pla cing ord e rs andboo king th e irradiation fa cility.

The irradiation fa cility of th e Bhabha Atomi c Rese ar ch Ce ntr e (BARC) atLasalgaon i s th e only such fa cility for man go e xport s in th e country. In 2008,nearly 350 tonn es of man goes we re e xport ed to th e US from thi s facility.

Curre ntly, non-r es ide nt Indian s (NRIs) are th e ma jor con sum e rs of Indianman goes in th e US. But e ffort s ar e on to cultivat e a ta ste for th e king of Indianfruit s amon g local Ame rican s. "Som e trad e rs e xportin g to th e US eve n incurr e dlosses last year. But th ey are confid e nt of th e pot ential of th e US marke t," saidan offi ce r of th e Mahara shtra mar ke ting departm e nt.

So mar ke ting e ffort s will continu e des pite fall in e xport s. "Mo st of th e USdemand i s for th e Alphon so man go. But thi s is a d e licat e fruit and ha s probl ems of spon gy tissue . This year, ord e r s ar e f e we r du e to th e ge ne ralec onomi c slowdown," said dir ec tor of th e Andhe ri-ba se d Om Man goes , Para g Gandhi, an e xport e r.

Last year, h e air fre ight e d 32 contain e rs of th e fruit to th e US each carryin g 418

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boxes of a doz e n man goes we re in th e con sum e r' s hand s, it wa s price d at $25-30 p e r fruit.

Sendin g man goes by air i s th e only option curr e ntly availabl e to e xport e rs. "Air

fre ight compri ses 45% of th e total cost of th e man go," said Mr Gandhi.

"Apeda i s tryin g to se nd it s first contain e r-load of man goes by ship thi s yearwhich will redu ce th e tran sportation cost by 50%," said Mahara shtra Stat e Agricultural Mar ke ting Board (MSAMB) pro jec t offi ce r, Santo sh Patil.

Mahara shtra' s man go yie ld is e xpec te d to b e 35 -40% low e r thi s year, du e tochan ges in climati c condition s since th e re wa s hardly any wint e r thi s year. Du e to th e high t emp e ratur es pr evailing in th e wint e r se ason, th e re wa s con side rabl e flowe r and fruit drop.

THERE is a hu ge e xport pot ential in man goes and oth e r fres h produ ce but th e po ss ibilities will hinge on a gronomy pra ctices in th e orchard s, accordin g to astudy don e by Rabo India Finan ce Pvt Ltd.

``The fact that th e re is a la ck of mar ke t d eve lopm e nt of man goes by any play e rin th e world, op ens a lar ge untapp ed opportunity for India to ma ke anor gani se d e ntry in th e man go mar ke t,'' th e study said.

Althou gh India i s th e sec ond lar ges t produ ce r of fruit s at 46 million tonn es , th e dom es tic fruit indu stry is frau ght with th e ma ss ive probl em of wa sta ge cau se dby th e woe fully inad equat e po st harv es t fa cilities and oth e r supportiv e infra stru ctur e includin g cold chain.

Bes ides , a lar ge numb e r of int e rm e diaries in th e system r es ult s in furth e rwa sta ges . Be tw ee n th e farm e r and th e re taile r ar e local re taile r, tran sport e r,whol es ale mar ke t and di stributor. In thi s sce nario, r e du ction in wa sta ge bec om es critical, says th e study.

Even a s th e fruit and v ege tabl e produ ction a s we ll as th e fruit-pro cess ing sec tor in th e country hav e bee n growin g, th e continuin g wa sta ge of fres hprodu ce is indicative of th e ills facing th e indu stry.

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In India, th e pe r capita availability of fruit s is ve ry low, partly b ec au se of th e wa sta ges in th e system. Oth e r fa ctor s such a s produ ctivity and pro cess ing e fficie ncies also contribut e to low p e r capita availability.

Curre ntly, produ ctivity of mo st horti cultural crop s is quit e low. ``The low

produ ctivity is du e to poor quality plantin g mat e rial, pr e pond e ran ce of old,se nile , unprodu ctive tr ees and poor mana ge ment pra ctices ,'' th e study says.

At two p e r ce nt, th e country' s pro cess ing leve l compar es e xtre me ly poorly tooth e r countri es includin g Isra e l at 50 p e r ce nt, th e US at 70 p e r ce nt andMalay sia at 83 p e r ce nt.

Accordin g to th e study, produ ction should shift to d emand driv e n rath e r thansupply driv e n. ``Mo st of th e tim e farm e rs do not ba se th e ir dec ision s onforec ast mar ke t d emand. Thi s could l eave th em saddl e d with produ ce whichth e y would th e n be pu shing to th e con sum e rs.''

The country' s comp e titive ness is in man goes , th e re fore its focus should b e onthi s crop. ``Th e e xport pot ential of man go can b e gau ge d from th e fact thatIndia produ ces 46 p e r ce nt of world' s man go produ ce ,'' th e study says. Man goaccount s for 42 p e r ce nt of th e land und e r fruit crop in India with a harv es t of 12 million tonn es of man goes . The Alphon so a ccount s for 35-40 p e r ce nt of th e Rs 75-cror e man go e xport mar ke t.

Oth e r produ ce rs of th e man go include China, M e xico, Thailand and Indon es ia.

Althou gh, India i s th e world' s larges t produ ce r of man goes , its yie ld is at th e lowes t. Low yie ld is on e amon g many probl ems identifie d by th e study, oth e rs be ing po st harv es t dama ge , size of or chard s not am enabl e and ab se nce of brand s.

India' s man go e xport i s about 16 p e r ce nt of th e total global trad e . Fifty pe rce nt of e xport h ead to th e Wes t Asian r eg ion.

``One of th e prin cipal r eason s for Indian man goes not havin g a lar ge shar e of th e e xport seg me nt i s th e ab se nce of any mar ke ting,'' th e study says.

Amon g th e factor s that would fa cilitat e e xport s of fres h produ ce ar e , th e studyhighlight s, e du cation about corr ec t a gronomi c pra ctices to farm e rs, yie ldimprov e ment and po st-harv es t mana ge me nt.

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Indi ¡ s ¢ ¢

£

s to ¤ ¢ t bi ¤ ¤ ¢ r bit ¢ of ¤ lob ¡ l ¥

¡ n ¤ o busin ¢ ss

In the lucrati ve ¦ lobal fruit mar § et, nations and re ¦ ions pride themsel ves on

products that the y can claim to be uniquel y theirs. Thus, New Zealand boasts

about the § iwi fruit; Israel its Jaffa oran ¦ es; Hawaii, its pineapples; Mala ysia, its jac § fruit and durian; Indonesia, the rambutan; China, its l ychees; the U. S. state

of Geor ¦ ia, its peaches; and Ken ya, its passion fruit. India touts the haffus.

Haffus is one of se ven names for the Alphonso man ¦ o, which appears

seasonall y each year onl y in April and Ma y. Indians proudl y call it the ' § in ¦ of

fruits.' Its taste is sweet and sour, its s § in is delicate to the touch, and its flesh

is plump and juic y. Some 1,000 varieties of man ¦ oes are ¦ rown in India, the

world's lar ¦ est producer of the fruit. Indian man ¦ oes account for 13 millionmetric tonnes, or 60 percent of the world output each year from the 87

countries where man ¦ oes are culti vated.

The haffus man ¦ o ma y well be the § in ¦ of fruits in the Indian view --fetchin ¦ up

to U S$25 a dozen domesticall y--but it's a wea § lin ¦ in the international mar § et.

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India' s e xport fi gur es ar e re lative ly low, contributin g less than 15 p e r ce nt of th e global man go e xport s, or about 40,000 m e tri c tonn es each year. (Puny a s thi s figure is, man go e xport s account for 35 p e rce nt of India' s total fruitexport s each year.) Th e U.S., Me xico, Isra e l, th e Philippin es and -- es pec ially

humiliatin g for India--n e ighborin g Pakistan all e xport mor e man goes in a globalman go mar ke t that' s worth mor e than US$5 billion, a ccordin g to th e Food andAgricultur e Organization, a Rom e -ba se d age ncy of th e Unite d Nation s syste m.

Now, in thi s peak se ason a s millions of Indian s sc rambl e for man goes be fore sto cks ar e e xhau sted nationally by th e e nd of th e month, th e country' s e xportofficials ar e ene rge tically promotin g th e man go int e rnationally throu ghf es tivals, ad campai gns and vi sits to r e tail chain s, es pec ially in Euro p e and th e U.S. India traditionally se lls mo st of it s man goes in th e Gulf, whi ch ge ts 40pe rce nt of India' s e xport s ¨ Britain, and part s of South east Asia, includin g Singapor e . Man go account s for 42 p e rce nt of th e land und e r fruit crop in Indiawith a harv es t of 12 million tonn es of man goes . The haffu s account s for almo st40 p e r ce nt of India' s man go e xport s, and Indian offi cials see that fi gure rising thi s year.

As a res ult of a vi sit by Indian Prim e Ministe r Atal Be hari Va jpay ee to Be i jing not lon g ago, China i s importin g mor e than 1,000 tonn es of man goes fromIndia thi s year; it s earlie r con ce rn s about th e pes ticides use d on Indianman goes have appar e ntly b ee n allay ed.

India' s Agricultural and Pro cesse d Food s Export s De ve lopm e nt Authority says that th e Indian man go is e nt e ring inte rnational mar ke ts with spec ial vigour thi s year. It cre dit s sc ie nti sts at th e Indian Agricultural R ese ar ch Institut e (IARI) forusing cro ss br ee ding tec hniqu es to give th e Indian fruit a 'for e ign loo k.'

Officials told th e Press Trust of India (PTI) that 'Pu sa Arunima', a hybrid vari e tyde rived from th e cro ss be tw ee n th e Indian 'Amrapali' and 'S e nsation', th e famou s cultivar of Florida, i s be ing e xport e d to Europ ean countri es and th e Unite d Stat es .

'The re d pee l colour of th e man go, whi ch primarily i s th e chara cte ristic of

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Sensation, could h e lp our man goes captur e th e inte rnational mar ke t--th e oth e rIndian vari e ties failed to do b ec au se of th e ir dull loo k,' Dr. Room Sin gh, Head of th e De partm e nt of Horti cultur e at IARI, told PTI. He said that almo st all man govarie ties cultivat e d in th e country hav e a gree n pee l colour whi ch do es not

attra ct for e ign buy e rs.

'Acidity le ve l in th e fruit ha s gon e up, whi ch in combination with sugar,re leases a ve ry swee t sme ll,' Dr. Singh said, addin g that th e hybrid' s she lf lif e atroom t e mp e ratur e ha s bee n e xte nd ed from four day s to 12 day s. And finally,he said, th e hybrid' s yie ld wa s thr ee tim es that of any oth e r man go br ee dbec au se it could b e plant e d close r.

Pusa Arunima' s success in th e e xport mar ke t ha s chee re d Indian grow e rs bec au se it isn't oft en that a n e w br ee d ma kes its app earan ce in th e man goindu stry. With th e e xce ption of South east Asia, Australia and som e Africancountri es --which hav e th e ir own vari e ties --mo st countri es still produ ce andexport cultivar s deve loped in Florida, such a s 'Haden', 'Tommy At kins', 'Ke nt'and 'Ke itt', a ccordin g to Dr. Sin gh.

This year, India sees an opportunity to ov e rta ke Pakistan' s man go e xport s,Bec au se of spec ial cultivation t ec hniqu es , Pakistan can e xport man goes as late as June . To count e r that, India i s se lling mor e br ee ds such a s Dusse hri andChau sa, whi ch ar e grown in North India and can b e harv es ted lat e r than th e haffu s. A rece nt 'S ea Tran sportation Proto col for Gulf and W es t Asia' e nabl es Indian man goes to b e ke pt for 15 to 18 day s aft e r harv es tin g, th e re byfacilitatin g cheap e r tran sport by se a to thi s reg ion, a ccordin g to Indianofficials.

This ma kes India' s man goes mor e price comp e titive in mar ke ts such a s th e

Gulf. Plan s ar e also und e rway to es tabli sh similar se a tran sportation proto cols for Europ e and South-Ea st Asia, whi ch ar e also tipp e d to b ec om e big mar ke ts in a coupl e of year s, accordin g to Mr A. S. Rawat of th e Agricultural andPro cesse d Food Produ cts Export De ve lopm ent.

Boosting Indian man go e xport s is th e fact that th e gove rnm ent i s encoura ging

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grow e rs to b e tt e r control th e traditional wa sta ge durin g po st-harv es tin g, andto build b e tt e r cold stora ge facilities . The rece nt creation of e ight a gro - e xportzones in se ve n man go- growin g stat es --such a s Mahara shtra--ha s give n a fillipto for e ign sales bec au se th ese zones he lpe d str eamlin e th e chaoti c distribution

system.

And how ar e India' s rivals reacting to it s re newe d mar ke tin g of man goes? Pakistan, th e third lar ges t produ ce r of man goes in th e world, ha s deve loped ahybrid called Sundari. Th e nam e tran slat es as 'th e beautiful on e '; th e br ee d is be ing bille d a s be tt e r than anythin g that India se lls in th e global bazaar.

India s man go e xport to th e US and Europ e ar e looking up for th e se c ond y earin success ion b ec au se of stron g demand and easy availability followin g start of

th e se a rout e . Not only volum es ar e e ncoura ging, Indian man goes thi s year ar e also f e tching highe r pri ce .

Last year, Indian man goes we re sold at around $20 p e r 3.5 k g, but thi s yearalready th e price ha s tou che d $28 for th e sam e quantity. Till now mor e than 70tonn e of th e juicy Kes ar and Alphon so vari e ties have bee n e xport e d thi s year atgood pri ces .

In 2009, India e xport ed almo st 250 tonn e of man goes , whe reas th e c ountryha s th e pot e ntial to e xport almo st 500 tonn e of man goes annually.

Last year for th e first tim e , man go con signm ent wa s se nt throu gh se a rout e which mad e it comp e titive in th e US marke t.

Due to lo gistical reason, se ndin g man goes throu gh th e air rou t e wa s foundunec onomi cal, an official from th e Agricultural and Pro cesse d Food Produ cts Export Deve lopm ent Authority (Ap e da), th e nodal a ge ncy for canali sing allpro cesse d food and fruit s e xport s said.

Air fre ight i s not finan cially viable bec au se of whi ch Indian man goes bec am e costlie r in th e US as again st it s comp e titor s from South Am e rican and oth e rcountri es , a man go e xport e r said.

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Bes ides lowe r fre ight s rat es , e xport throu gh se a is also ec onomi cal a s large rcon signm e nt s of 15-20 tonn e pe r contain e r could b e move d a s against 1-1.5tonn e by air.

Export of man go to th e US was halt e d bec au se of th e f ear of pr ese nce of wee vils and fruit fly in th e con signm e nt s.

The Unite d Stat es Food & Dru g Administration want e d India to hav e irradiationfacility to ge t rid of w ee vils and fruit fly probl e m in Indian man goes instead of th e commonly u se d vapor h eat tr eatm e nt.

India had b ee n pu shing for r es umption of man go e xport s to th e Unite d Stat es eve r since th ey we re bann ed in 1989 .

The iss ue wa s ta ke n up stron gly and r es olved durin g th e visit of th e n USpres ident G e or ge Bush to India in 2006.

India, la st year se t up th e irradiation fa cility at Bhabha Atomi c Rese ar ch Ce ntr e (BARC) at Lasalgaon, Na shik. Lasalgaon fa cility can handl e 500 tonn e of man goes annually.

For boo sting man go e xport s, Ape da ha s already r equ es te d th e horti cultur e departm ent s of man go produ cing stat es to se t up irradiation ce ntr es and seek finan cial ass istan ce und e r th e Rashtriya Krishi Vikas Yo jana.

Ape da is looking at in creasing India s pr ese nce in th e US man go mar ke t, whi chis Ne w De lhi: curr e ntly dominat ed by countri es such a s Pe ru, Brazil andVene zue la. US is a hi gh-valu e mar ke t for Indian man go e xport s.

Meanwhil e , ove rall man go e xport s from India, th e world s larges t produ ce r of th e fruit, i s e xpec te d to in crease by 8.5% to ov e r 90,000 tonn e in th e 2009 -10se ason on in crease d de mand from th e middl e east. The total shar e of man goexport s is meage r in compari son to th e total produ ction of 12.5 million tonn e .

Last year, th e country e xport e d 83,000 tonn e of man goes , includin g to th e

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Middle East, the U S and the UK.

Howe ver, Apeda official said that a lar © e quantit y of man © o is exported to

Ban © ladesh and other Gulf countries, but the y usuall y do not fetch hi © h price.

S t tus of

n o produ tion

India Man © o Production increased from 8.7 million tons to 13 .8 million tons

durin © 1991-2007 . Major man © o producin © states are AP, Maharashtra, M UP,

Karnata a, Gujarat,and West Ben © al, Tamil Nadu. The states to © ether

accounted for 74 .2 % of area and 79.6 % of man © oes production in the

countr y in 2007 .

ono i

Im port

n

The fruit is verypopular with the masses due to its wide ran © e of adaptabilit y, hi © hnutriti vevalue, richness in variet y, delicious taste and excellent fla vour. It is a rich source of vitamin A and C.The fruit is consumed raw or ripe. Good man © o varieties contain20% of total solublesu © ars.The acid content of ripe desert fruit varies from 0.2 to 0.5 % and protein content is about 1 %.Raw fruits of local varieties of man © o trees are used for preparin © varioustraditional productsli e raw slices in brine, amchur, pic le, murabba, chutne y, panhe(sharabat) etc. Presentl y, theraw fruit of local varieties of man © o are used for preparin © pic le and raw slices in brine oncommercial scale while fruits of Alphonso variet yare usedfor squash in coastal western zone.

The wood is used as timber, and dried twi © s are used for reli © ious purposes.The man © o ernelalso contains about 8-10% © ood qualit y fat which can be used for saponification. Its starch is used inconfectioner y industr y.

Man © o also has medicinal uses.The ripe fruit has

fattenin © , diuretic and laxati ve properties. Ithelps toincrease di © esti ve capacit y.

Int rn tion l

r

tsfor Indi n

n o

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Asian produ ce rs find it easie r to e xpand sales to th e Europ eanUnion. Europ e¶s acce ptan ce of diff erent vari eties is greater, because of a lar ge demand from A sian immi grant group s.Phyto sanitary r es tri ction s ar e less strin ge nt.Tran sportation costs are not a s big a fa ctor in exportin g mangoes to th e EuropeanUnion a s inexportin g to th e United Stat es mar ket: for e xampl e , India and Pa kistan ar e able to comp e te with non-A sian suppli e rs to th e Europ eanUnion, wh ereas proximity gives Mexico and Haiti a clear advanta ge in supplyin g to th e UnitedStat es market.

Fifty-four p e rce nt of Europ ean Union import s e nt e r durin g th e pe riod s May toJuly andNov e mb e r to D ece mb e r, with p eak import s in Jun e . Fre nch import s reach p eak in April andMay, wh ereas United Kingdom import s are concentrat ed durin g the May to July. G ermanimport s are spread mor e evenly throu ghout th e year. Of th e topsuppliers, Brazil provid ed chieflydurin g the period Nov ember to Dece mber, th e United

Stat es durin g June to Octob er, SouthAfri ca durin g January to April and V ene zue ladurin g April to July. Pa kistan suppli es th e ma jorityof it s export s to th e EuropeanUnion durin g June and July;Indian export s take place mainlydurin g the month of May.

Althou gh a lion ¶s shar e of Indian man go goes to th e Gulf countri es , e ffort s ar e be ing mad e to exploit Europ ean, American and A sian mar kets. About 13,000 MT of Alphon so varieties are export ed to Middl e East, UK and Netherland s every year.

The diff erent produ cts of man go which are export ed include man go chutn ey, pickles , jam,squa sh, pulp, juice , nec tar and slices .These are being export ed to U.K., U.S.A., Kuwait andRu ssia. Bes ides these , the freshmangoes are being export ed to Ban gladesh, Bahrain, Fran ce ,Kuwait, Malay sia, Nepal,Singapor e and U.K.

The varieties in demand at th e international mar ket include Kent,Tomy At kin, Alphon soandKesar. Vari eties such as Alphon so, Dashehari, Kesar, Ban ganapalli and several oth ervarietiesthat ar e currently in d emand in th e international mar kets are produ ced andexport ed from India.

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Export

r nds In Indi ! n "

! n # oIndia's man $ o exports were estimated at 45 thousand tonnes worth Rs 100 crore (Rs 1

billion)in 2002-03 . Fresh man $ oes are exported to Ban $ ladesh, U.A.E., Saudi

Arabia and U.K. and man $ o pulp to U.A.E., Saudi Arabia, Kuwait, Netherlands, U. S.A and

U.K. Processed man $ o products viz. pic % le and chutne yare exported to U.K., U.A.E., Saudi

Arabia, German y, Netherlands, U. S.A and U.K.

The trend in export of man $ oes durin $ the period 1999-2000 to 2002-03 is $ iven in Gr aph 3 anddestination wise exports durin $ 2001-02 are shown inTable -2

Countr y-wise export of man $ oes from India durin $ 2001-02 .

Countr y Quantit y(µ000 Tonnes) Value (Rs. In crores)Ban $ ladesh 21.03 24 .10 U.A.E 12.81 28.19 Saudi Arabia 2.94 6.62 U.K 1.37 4.54 Kuwait 0.98 3.10 Oman 0.88 1.88

U.S.A. 0.73 1.63 Bahrain 0.60 2.01 Others 3.09 8.92 Sources:APEDA

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