1. Marketing channel for mango

2. 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.
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3. 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
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4. 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
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5. 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).
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6. 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.
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7. 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
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8. 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 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 % relative humidity
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9. 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.
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10. 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.
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11. MARKETING CHANNEL FOR MANGO
Local Sale Marketing Channel
FRUIT VENDORS
CONSUMER
PRODUCER
Distance Marketing Channels
Marketing Channel I
PRODUCER
WHOLE SALER
RETAILER
GRADING
CONSUMER
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12. 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
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13. MARKETING CHANNEL FOR MANGO
Contract Marketing Channel II
PRODUCER
PREHARVEST CONTRACTER
COMMISION AGENT
CONSUMER
RETAILER
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14. MARKETING CHANNEL FOR MANGO
High Distance Marketing Channel
COMMISION AGENT/ TRADER
PRIMARY WHOLE SALER
PRODUCER
GRADING & PACKING
SECONDARY WHOLE SALER
CONSUMER
RETAILER
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15. 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
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16. 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
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17. 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
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