Marketing channel for mango

MARKETING CHANNEL FOR MANGO Introduction Economic Importance of Mango The fruit is very popular with the masses due to its wide range of adaptability, high nutritive value, richness in variety, delicious taste and excellent flavour.   It is a rich source of vitamin A and C. The fruit is consumed raw or ripe. Good mango varieties contain 20% of total soluble sugars. 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 mango trees are used for preparing various traditional products like raw slices in brine, amchur, pickle, murabba, chutney, panhe (sharabat) etc. Previous Next End

MARKETING CHANNEL FOR MANGO Contd…… Presently, the raw fruit of local varieties of mango are used for preparing pickle and raw slices in brine on commercial scale while fruits of Alphonso variety are used for squash in coastal western zone. The wood is used as timber, and dried twigs are used for religious purposes. The mango kernel also contains about 8-10% good quality fat which can be used for saponification.   Its starch is used in confectionery industry Previous Next End

MARKETING CHANNEL FOR MANGO Major Varieties Cultivated in India State Varieties grown Andhra Pradesh Allumpur Baneshan, Banganapalli, Bangalora, Cherukurasam, Himayuddin, Suvernarekha, Neelum, Totapuri Bihar Bathua, Bombai, Himsagar, Kishen Bhog, Sukul, Gulab Khas, Zardalu, Langra, Chausa, Dashehari, Fazli Goa Fernandin, Mankurad Gujarat Alphonso, Kesar, Rajapuri, Vanraj, Jamadar, Totapuri, Neelum, Dashehari, Langra Haryana Dashehari, Langra, Sarauli, Chausa, Fazli Himachal Pradesh Chausa, Dashehari, Langra Jharkhand Jardalu, Amrapalli, Mallika, Bombai, Langra, Himsagar, Chausa, Gulabkhas Karnataka Alphonso, Bangalora, Mulgoa, Neelum, Pairi, Baganapalli, Totapuri Kerala Mundappa, Olour, Pairi Madhya Pradesh Alphonso, Bombay Green, Langra, Sunderja, Dashehari, Fazli, Neelum, Amrapalli, Mallika Maharashtra Alphonso, Mankurad, Mulgoa, Pairi, Rajapuri, Kesar, Gulabi, Vanraj Orissa Baneshan, Langra, Neelum, Suvarnarekha, Amrapalli, Mallika Punjab Dashehari, Langra, Chausa, Malda Rajasthan Bombay Green, Chausa, Dashehari, Langra Tamil Nadu Banganapalli, Bangalora, Neelum, Rumani, Mulgoa, Alphonso, Totapuri Uttar Pradesh Bombay Green, Dashehari, Langra, Safeda Lucknow, Chausa, Fazli West Bengal Bombai, Himsagar, Kishen Bhog, Langra, Fazli, Gulabkhas, Amrapalli, Mallika Previous Next End

MARKETING CHANNEL FOR MANGO Varieties Demand at The International Market Alphonso, Dashehari, Kesar, Banganapalli and several other varieties that are currently in demand in the international markets are produced and exported from India. ‘Mahamango’, a co-operative society was established in 1991 with the support of Maharashtra State Agricultural & Marketing Board (Pune). Previous Next End

MARKETING CHANNEL FOR MANGO Facilities like pre-cooling, cold storages, pack house, grading packing line etc. Available at the facility centre of Mahamango for which the financial assistance was given by APEDA, New Delhi and Maharashtra State Agricultural & Marketing Board (Pune). A similar type of association named ‘MANGROW’ has been formed for the export of Kesar mangoes from Aurangabad district of Maharashtra. Previous Next End

MARKETING CHANNEL FOR MANGO Post Harvest Management Grading Grading is mainly based on the size, colour and maturity of the fruits. While grading, smaller fruits are separated from the larger ones in order to achieve uniform ripening. Immature, overripe, damaged and diseased fruits are discarded in the process of grading. The fruits are generally harvested early in the season at a pre-mature stage to capture early market. Such fruits are ripened by uniformly dipping in 750 ppm. ethrel (1.8ml./l.) in hot water at 52±20 C for 5 minutes. within 4-8 days under ambient conditions. Mature fruits are ripened with lower doses of ethrel for uniform colour development Previous Next End

MARKETING CHANNEL FOR MANGO Storage The mature green fruits can be stored at room temperature for about 4-10 days depending upon the variety. The harvested fruits are pre-cooled to 10-120 C and then stored at an appropriate temperature. The fruits of Dashehari, Mallika and Amrapalli should be stored at 120 C, Langra at 140 C and Chausa at 80 C with 85-90 % relative humidity Previous Next End

MARKETING CHANNEL FOR MANGO Packing Wooden or cardboard boxes, rectangular in shape and bamboo baskets having capacity to accommodate 5 to 8kg. of fruit is used for packaging and transportation of mango fruits. The most commonly used containers are ventilated card board boxes of corrugated fibre board (CFB) cartons. Size of the box varies to accommodate 5 to 10 kg. of fruit. Previous Next End

MARKETING CHANNEL FOR MANGO Transportation Road transport by trucks is the most popular mode of transport due to easy approach from orchards to the market. Previous Next End

MARKETING CHANNEL FOR MANGO Local Sale Marketing Channel FRUIT VENDORS CONSUMER PRODUCER Distance Marketing Channels Marketing Channel I PRODUCER WHOLE SALER RETAILER GRADING CONSUMER Previous Next End

MARKETING CHANNEL FOR MANGO Marketing Channel II VILLAGE MERCHANT RETAILER PRODUCER CONSUMER Contract Marketing Contract Marketing Channel I GRADING /STORAGE RETAILER PRODUCER PRE HARVEST CONTRACTER CONSUMER Previous Next End

MARKETING CHANNEL FOR MANGO Contract Marketing Channel II PRODUCER PREHARVEST CONTRACTER COMMISION AGENT CONSUMER RETAILER Previous Next End

MARKETING CHANNEL FOR MANGO High Distance Marketing Channel COMMISION AGENT/ TRADER PRIMARY WHOLE SALER PRODUCER GRADING & PACKING SECONDARY WHOLE SALER CONSUMER RETAILER Previous Next End

MARKETING CHANNEL FOR MANGO Modern Marketing Channel PROCUREMENT AGENCIES RIPENING / STORAGE PRODUCER CONSUMER RETAIL OUTLETS Export Marketing Channel GAP CONSULTANT EXPORTER (GRADING & PACKAGING) PRODUCER IMPORTER Previous Next End

MARKETING CHANNEL FOR MANGO Marketing Channel for Processed Mango Products PRODUCER COMMISION AGENT PROCESSOR ( MANGO PICKLES, JAM) CONSUMER RETAILER Marketing Channel of Mango Juice CONTRACTER PULP MAKING PRODUCER MANGO JUICE CONSUMER REATLER Previous Next End

MARKETING CHANNEL FOR MANGO Constraints in Mango Marketing High fluctuations in prices (400%) High winds during monsoon causing damage to the plants. Absence of institutional credit. Absence of crop insurance Small production and uneconomic quantities available for marketing Long association with contractors. Price discrimination in the markets. Non-institutional agencies and undesirable market practices in the markets Previous End