MANGO - Market profile

MANGO

Agriculture, including crop and Animal Husbandry, fisheries, forestry and agro processing constitutes the very basis of socio economic lives of India. It is one of the world’s largest agrarian economies, as the agriculture sector contributed about 18% of the country’s GDP (during 2006- 07), 10.7% of the total export in 2006-07 and also provides employment to around 58% of the total work force. Agriculture also plays a critical role as it is essential to meet not only the food
and nutritional security to the people and provide livelihood and income in the rural areas, but also to meet the requirement of raw material / inputs for the agro based industries in the domestic front.

The total geographic area of the country is 328.7 m ha. extended over a large range of vertical and horizontal coordinates makes it to witness a wide variability in climatic conditions and varied range of soil characteristics. The diversified climatic and soil characteristics have helped the country in producing various types of fruits and vegetables, spices and other agricultural crops based on their suitability to the specific environment. This also gives the country opportunities to produce a wide range of varieties of a particular crop with specific characteristics and taste. India is the second largest producer of fruits and vegetables. Maximum production of ginger, turmeric and sesame takes place in India. India is also second largest producer of cotton in the world. However, India is still lagging behind in the productivity of many crops compared to the global scenario. A lot of effort is required for increasing the productivity, developing allied activities and building appropriate infrastructure in rural areas to be self-reliant in food and agricultural products as well as to generate surplus to facilitate more
returns through export.

Government is giving lot of emphasis on agriculture sector for increasing the production and productivity of agriculture commodities for achieving an impressive growth in the agriculture front under the GDP. A number of new initiatives like Technology Mission for Integrated Development of Horticulture in the North Eastern States (TMNE), National Horticulture Mission (NHM), National Food Security Mission (NFSM), Macro management in Agriculture (MMA),
Rastriya Krishi Vikash Yojana (RKVY), National Project on Organic Farming (NPOF), National Project on Management of Soil Health and Fertility (NPMSHF) etc. indicate the intensive approach in this direction. The success of these programmes will definitely lead to significant rise in agriculture production at the end of XI plan. The surplus production after meeting the domestic requirement will help to promote export and will have a great impact on Indian conomy.

In a World Bank report submitted to the Agriculture Ministry, it has been highlighted that despite leading producer of fruits & vegetables in the world, India’s export is poor due to high delivery costs, fragmented supply chain and poor logistics with poor quality standards. India’s share in global export of vegetables remained at 1.7% and that of fruits at 0.5%. The inability to compete abroad presently may lead to the inability to compete at home in future as the
multinational companies will be dominating the domestic market availing quality products at competitive prices from other countries.

Country is also lacking in appropriate technology & infrastructure in many aspects of modern storage and shipping methods, post harvest handling, value addition etc. The situation is further restricted due to complicated export regulations and procedures. An exporter faces enormous difficulties to equip himself on various parameters of export like regulatory, quality standards, global export opportunities, tariffs on exports, production scenario & availability, present export trend etc. for developing gainful strategic approach in a competitive mode.

In view of above, Government of India, Ministry of Agriculture (Trade Division), sanctioned a project to NAFED entitled “Market Intelligence study of selected crops having export potential” at a total cost of 82.0 lakhs. The crops for the present study have been identified on the basis of trade volumes and importance of the commodity in relation to production. The selected crops are mango, grapes, pomegranates, litchi, pineapple, banana and aonla among fruits; tomato, green chillies, okra and onion among vegetables; ginger and turmeric among spices; and sesame, soyameal and cotton among commercial crops/products.

At present, India's export volumes of fruits and vegetables in general and other selected crops are 74, 69,086 tons (2006-07). The value of these exports in US dollar terms comes to 2.85 billion compared to 113.94 billion US dollars of world exports. This constitutes only 2.5% of world export value, whereas India's production is 10.9% of total world production for these specific crops.

The emphasis in this study has been given on the compilation of information on quality standards, permissible residue limits for various pesticides and fungicides in crops being studied, information on packing requirements, present exports trends, competing countries, opportunities existing for exports, present strengths, availability of infrastructure etc. This information at one place will help in promoting export in the countries / markets of GCC, EU, ASEAN, Australia,
etc.

The study has also focused on capacity building of various stake holders in various aspects of production and export process, right from the producers to the exporters with the objective to place the country in a leading position in the global market. The ultimate objective is to establish a National database which can pool information from promotional agencies associated with export and import activities in selected countries/ markets for the access of different user agencies. A
URL namely marketagri.com has been created which is providing relevant information to the producer and exporter so as to design the production programme in an appropriate manner.

Looking into the large set of information/content generated and to place it in a presentable form for the easy access of the user agencies, the report of the study “Market Intelligence study of selected crops having export potential” has been split in to four volumes as enlisted below:

(a) Volume I – Main Report – Covering all the deliverables outlined in the study including the suggestions and recommendations based on the detailed reports (separate volumes on profiles of selected crops, export analysis and tariffs & non tariff protocols).

(b) Volume II – Domestic Market Research – Covering profiles of selected crops namely mango, grapes, pomegranates, litchi, pineapple, banana, aonla, tomato, green chillies, okra, onion, ginger, turmeric, sesame, soyameal and cotton.

(c) Volume III – In four sections namely A,B,C and D on International Market Research- Covering opportunities, analysis and competitiveness in EU, GCC, ASEAN, Australia, China and Korea

(d) Volume IV – In three sections namely A, B and C on International Market Research – Covering World Trade scenario, tariff duties and non-tariff protocols of different countries.

One of the important components of the study is to know the export potential of a particular crop on which, the information on the area, production & productivity, consumption, post harvest losses procuring markets and surplus production is pre-requisite. Therefore, domestic market research was conducted on fruits (mango, grapes, pomegranate, pineapple, litchi, banana & aonla) vegetables (onion, tomato, okra and green chilly), spices (ginger and turmeric), sesame
seeds, soyameal and cotton.

Information, thus collected, has been incorporated in various crop profiles. These profiles essentially provide information on production, local consumption, procurement, various aspects of marketing and export. These profiles are first of kind write-ups on these crops having commercial angle.

The information collected on the crops mentioned above is primarily on acreage under cultivation, total production and productivity per hectare area, area under crop in different states, production and productivity there in, description of few export worthy varieties, harvesting season, arrival pattern in markets etc. Also in this collected information are details of concentrated pockets of cultivation and catchment areas of markets and Mandies.

In addition, the information on Agmark, description of grades and standards, packaging for export, export and export potential (including domestic strengths and measures for enhancing exports), prices prevailing in international markets, procurement prices, storage details, documents required for exports, chain of events from harvest to shipment, expenses likely to be incurred on post-harvest handling, treatment, transport to port and freight charges ( by air or sea as the case may be) have also been given in the profiles.

In nutshell, profiles contain all the information required for export purposes. The crop profiles have been prepared for following commodities:

(a) Fruits

Mango

Grapes

Pomegranate

Pineapple

Litchi

Banana

Aonla.

(b) Vegetables

Onion

Tomato

Okra

Green Chilly.

(c) Spices

Ginger

Turmeric

CHAPTER- 2
MANGO

1. Introduction

Mango (Mangifera indica Linn) is the most important fruit of India and is known as “King of fruits”. The fruit is cultivated in the largest area i.e. 2,021 thousand ha and the production is around 12.5 million tons, contributing 40.1% of the total world production of mango. The main mango producing states in India are Andhra Pradesh (25%), Uttar Pradesh (21%), Karnataka (9.8%), Bihar (9.7%), Gujarat (6.1%) and Maharashtra (5.09%) Total export of mangoes from India is 79.06 thousand tons, valuing Rs. 141.9 crores during 2006-07. India exports mango to over 50 countries worldwide. India’s exports to UAE, Saudi Arabia, Qatar, Bahrain, UK, Kuwait, Singapore, Malaysia and Bangladesh together account for 97% of total exports of fresh mangoes from India.

World scenario

Mango covers an area of 4,369 thousand ha with a production of 31.2 million tons. India occupies top position among mango growing countries of the world and produces 40.1% of the total world mango production. China and Thailand stand second and third among mango producing countries with a total tonnage of 3,676 and 1,800 thousand tons respectively. Brazil, Egypt, Pakistan, Mexico and China have higher productivity/ha compared to India (having an average productivity of 6.2 tons/ha). The details are given below in the table 2.1.

Table 2.1: Major producing countries of mango in the world (2006)

COUNTRY	AREA (‘000ha)	PRODUCTION (‘000 tons)	PRODUCTIVITY (tons/ha)	% SHARE OF WORLD PRODUCTION
India	2,021	12,538	6.2	40.1
China	434	3,676	8.5	11.8
Mexico	285	1,800	6.3	5.8
Pakistan	183	1,679	9.2	5.4
Indonesia	273	1,413	5.2	4.5
Brazil	84	1,348	16.0	4.3
Philippines	172	1,003	5.8	3.2
Nigeria	138	812	5.9	2.6
Egypt	35	380	10.9	1.2
Others	578	4,996	8.6	16.0
World	4,369	31,251	7.1

Source: Indian Horticulture Database, 2006

Indian scenario

Mango is grown almost in all the states of India. Andhra Pradesh tops the list of mango producing states. Other major producing states are Uttar Pradesh, Maharashtra, Karnataka,

Bihar and Gujarat. Rest of the states has quite less production. The details are given below in the table 2.2.

Table 2.2: Showing the area production and productivity of mango in India

YEAR	AREA(000’ ha)	PRODUCTION (000’tons)	PRODUCTIVITY (tons/ha)
2001-02	1,575.8	10,020.2	6.4
2002-03	1,623.4	12,733.2	7.8
2003-04	1,906.7	11,490.0	6.0
2004-05	1,970.4	11,829.7	6.0
2005-06	2,020.6	12,537.9	6.2

Source: Indian Horticulture Database, 2006

2.	Major producing states with production of last three years
	Andhra Pradesh is the leading mango producing state with production of 3,194.3 thousand tons followed by Uttar Pradesh state which has production of 2,673.3 thousand tons. Then comes Karnataka (1,236.8 thousand tons), followed by Bihar and Gujarat i.e. 1,222.7 and 772.1 thousand tons respectively. Area, production and productivity of mango in different states are given in table 2.3.

Table 2.3: Area, production and productivity of leading mango growing states in India

STATE	AREA (000’ha)			PRODUCTION (000’tons)			PRODUCTIVITY (tons/ha)
STATE	2003-04	2004-05	2005-06	2003-04	2004-05	2005-06	2003- 04	2004- 05	2005- 06
Andhra Pradesh	402.2	391.9	399.3	3,217.2	3,135.2	3,194.3	8.0	8.0	8.0
Uttar Pradesh	250.5	247.0	251.5	2,100.1	2,585.6	2,673.3	8.4	10.5	10.6
Karnataka	116.3	120.8	124.5	1,111.2	1,189.2	1,236.8	9.6	9.8	9.9
Bihar	140.0	140.1	140.2	1,540.1	865.6	1,222.7	11.0	6.2	8.7
Gujarat	69.9	89.7	96.0	495.1	729.1	772.1	7.1	8.1	8.0
Maharashtra	425.8	432.7	444.5	629.8	634.3	638.6	1.5	1.5	1.4
Tamil Nadu	114.9	118.4	125.1	615.4	539.4	537.8	5.4	4.6	4.3
West Bengal	67.8	69.1	70.1	406.0	460.8	513.3	6.0	6.7	7.3
Kerala	85.4	90.6	88.0	384.2	525.3	511.1	4.5	5.8	5.8
Orissa	115.1	120.3	125.3	405.2	416.3	428.8	3.5	3.5	3.4
Others	118.8	149.7	156.2	585.7	748.8	809.1	4.9	5.0	5.2
Total	1,906.7	1,970.4	2,020.6	11,490.0	11,829.7	12,537.9	6.02	6.00	6.2

Source: Indian Horticulture Database, 2006

3.	Description of commercially grown varieties
	There are near about 30 varieties of mangoes which are grown commercially. Some of the most important varieties have been listed below in the table 2.4.

Table 2.4: Shows the varietal characteristics of commercially grown mangoes

Variety	Characteristics
Alphonso	This variety is medium in size, ovate oblique in shape and orange yellow in colour. The pulp is yellow to orange in colour. It is soft, firm and fibreless. It is a mid-season variety.
Banganpalli	The flesh is firm to meaty, fibreless. Fruit is large in size and obliquely oval in shape. The colour of fruit is golden yellow. Good keeping quality and a mid season variety.
Chausa	Fruit is large in size, ovate to oval oblique in shape and light yellow in colour. It is a late variety.
Dashehri	Fruit size is medium, shape is oblong to oblong-oblique and fruit colour is yellow. The pulp is firm and fibreless and a mid season variety.
Langra	Fruit is of medium size, ovate shape and lettuce green in colour.The lemon-yellow flesh is juicy and flavourful. It is scarcely fibrous, a mid season variety.
Totapuri	Fruit size is medium to large, shape is oblong with necked base and colour is golden yellow. Flesh is cadmium yellow and fibreless, a mid season variety.
Kesar	Fruits are medium sized, flesh is sweet and fibreless. Colour is apricot yellow with red blush, an early season variety.

4.	Good Agricultural Practices (GAP)
	Adoption of improved cultivars.
	Adoption of high density planting in cultivars
	Regulating flowering and increasing intensity of flowering.
	Pruning malformed mango shoots at bearing stage
	Alternate bearing needs to be managed by reducing fruiting during a year by adoption of pruning and thinning practices.
	Providing life saving irrigation at the critical stage of fruit growth etc.
	Integrated nutrient and water management.
	Management of spongy tissue through sod mulching.
	Integrated pest and disease management practices and timely control of pests and diseases, especially mango hopper, mango mealy bug and sprays of Bavistin at fruit development stage especially after rains.

- Lean season

- Peak season

STATE/UT’S

JAN

FEB

MAR

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

ANDHRA
PRADESH

STATE/UT’S

JAN

FEB

MAR

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC

GUJARAT

KARNATAKA

MAHARASHTRA

UTTAR
PRADESH

Fig. - 1
*The above graph shows harvest pattern in leading mango growing states

Source: Indian Horticulture Database, 2006

6.	Arrival pattern in market

Table 2.5: Arrival pattern of mangoes in top five states

S.No.	States	Season of availability	Important cultivars
1.	Andhra Pradesh	Mid Feb. - mid July	Banganpalli, Totapuri, Suvarnrekha,Neelum
2.	Gujarat	April - July	Alphonso, Kesar,Rajapuri
3.	Karnataka	April – July	Banganpalli, Totapuri,Neelum,Alphonso,Pairi
4.	Maharashtra	March – July	Alphonso, Kesar,Pairi
5.	Uttar Pradesh	May - August	Bombay Green, Dashehri,Langra,Chausa,Amrapali

7.	(a) Concentrated pockets
	The details of concentrated pockets of mango in different states are listed below in table 2.6.

Table 2.6: Shows concentrated pockets of mango in mango growing states

State	Districts
Andhra Pradesh	Krishna,Vizianagaram,WestGodavari,Visakahapatnam,EastGodavari,Srikak amKhammam,Nalgonada,Karimnagar,Warangal,Mahaboobnagar,Chittoor ,Cuddapah,Nellore,Prakasam
Karnataka	Kolar,Bangalore,Tumkur,Chitradurga,Mysore,Hassan,Mandya,Chickmagal ur
Gujarat	Valsad, Navsari, Surat, Vadodara, Bharuch Junagadh, Amreli, Bhavnagar,
Uttar Pradesh	Lucknow, Sultanpur, Sitapur, Unnao, Hardoi, Barabanki, Faizabad, Saharanpur, Bulandshahar, Meerut,Muzaffarnagar, Bijnaur, Moradabad, Deoria, Basti, Maharajganj, Kabir Nagar, Gorakhpur, Kushi Nagar
Maharashtra	Ratnagiri, Sindhudurg, Raigarh, Satara, Sangli, Kolhapur, Latur, Nasik, Beed, Akola, Jalna, Ahmednagar, Buldhana, Osmanabad
Tamil Nadu	Teni , Dharmapuri, Salem, Tirunelveli.

7.	(b) Catchment areas of market

Table 2.7: Showing catchment areas of markets of leading mango growing states

States	Districts (Market)	Blocks
Andhra Pradesh	Warangal	Mongalapalli, Jangaon, Mahbubabad, Kottagudem, Narlappu, Gudur, Zafargarh.
	Kurnool	Emmiganuru, Kappagalu, Alur, Adoni, Atmakpur, Pattikonda, Dhone, Koilkuntla, Banganpalli, Allagadda
	Prakasam	Emmiganuru, Kappagalu, Alur, Adoni, Atmakpur, Pattikonda, Dhone, Koilkuntla, Banganpalli, Allagadda
Maharashtra	Ratnagiri	Mandargarh,Dapoli,Khed,Chiplun,Guhagarh,Sangameshwar,La nga,Rajapur, Sangva
	Raigarh	Matheran, Karjat, Khalapur, Pen, Alibagh, Panvel, Uran, Sudhagarh, Poladpur, Mangaon, Mhasla, Mahad, Roha, Murud, Srivardhan,
	Sindhudurg	Devgarh, Kankaulli, Malvan, Kudal, Vengurla, Savantvadi
Gujarat	Surat	Mangrol, Umarwada, Nizer, Olpal, Kamrej, Mahuva, Valod, Bardoi, Buhari, Umra, Tadkeshwar, ,
	Valsad	Kadiyan, Zoz, Kikawada, Nimeta, Tundav, Kadachhala, Nasvadi, Kwant, Dabhoi. Karjan, Sinor, Ambadunger, Vadodara, Sankheda,
	Navsari	Gandevi, Jalalpor, Bansda, Ahond, Khanpur, Kariawadi, Satam, Saravani
Uttar Pradesh	Lucknow	Mal, Rahimabad, Bhauli, Itaunja, Mahoma, Nagram, Nigohan, Sisendi, Bijnaur, Utrahthia, Gosainganj, Jugganar, Chanhat, Bani, Alamnagar, Kakori, Bhauli
	Saharanpur	Badshahbagh, Raipur, Muzzafarabad, Kalsia, Behat, Chilkana, Rampur, Sarsawa, Pilkhani, Bhayla, Deoband, Gangoh, Lukhnauti, Nanauta
	Muzaffarnagar	Chausera, Titron, Jalalabad, Bidauli, Shahpur, Banal, Sisanli, Khatauli, Janesh, Mimpur, Kandala.
	Meerut	Mulharia, Tanda, Sakoti, Phalavada, Bashuma, Lawar, Daurala, Marware, Hastinapur, Jani, Kithaur
	Varanasi	Sindhora, Babatpur, Phulpur, Cholapur, Mirzaurad, Samath
Tamil Nadu	Teni	Periyakulam, Andipatti, Uttammapalayam, Bodimayakkanur, Kamban, Megamali, Vadugapatti,
	Dharmapuri	Pennagaram, Harur, Pappireedipatti, Palakkodu, Pochampalli
	Salem	Mettur, Yercaud, Idappadi, Omalpur, Attur, Gangavalli, Sankagiri
	Tirunelveli	Sivagiri, Sankarankovil, Tenkasi, Virakeralampudur, Alangulam, Nangumeri, Radhapuram,

8.	Criteria and description of grades
	According to Agmark standards, mangoes are classified into following classes, as per details given in the table below:

Table 2.8: Details of grade designation and sizing of mango as per AGMARK standards.

Grade designation	Grade requirements	Grade tolerances
1	2	3
Extra class	Mangoes must be of superior quality. They must be characteristic of the variety. They must be free of defects, with the exception of very slight superficial defects, provided these do not affect the general appearances of the produce, the quality, the keeping quality and presentation in the package.	5% by number or weight of mangoes not satisfying the requirements for the grade, but meeting those of Class I or exceptionally, coming within the tolerances of that grade
Class I	Mangoes must be of good quality. They must be characteristic of the variety. Mangoes may have following slight defects, provided these do not affect the general appearance of the produce, the quality, the keeping quality and presentation in the package. - slight defects in shape; - slight skin defects due to rubbing or sunburn, suberized stains due to resin exudation (elongated trails included) and healed bruises not exceeding 2,3,4,5 sq. cm. for size groups A, B, C, D respectively	10% by number or weight of mangoes not satisfying the requirements for the grade, but meeting those of Class II grade or, exceptionally coming within the tolerances of that grade.
Class II	This grade includes mangoes which do not qualify for inclusion in the higher grades, but satisfy the minimum requirements. Mangoes may have following defects, provided they retain their essential characteristics as regards the quality, keeping quality and presentation. - defects in shape, - slight skin defects due to rubbing or sunburn, suberized stains due to resin exudation (elongated trails included) and healed bruises not exceeding 4,5,6,7 sq. cm. for size groups A, B, C, D respectively	10% by number or weight of mangoes not satisfying the requirements of the grade, but meeting the minimum requirements.

In Class I and Class II, scattered suberized rusty lenticels, as well as yellowing wed.of green varieties due to exposure to direct sunlight, not exceeding 40% of the surface and not showing any signs of necrosis are allo

PROVISION CONCERNING SIZE

Size is determined by the weight of the fruit, in accordance with the following table:

Table 2.9: Details of sizing in mango

Size Code	Weight in grams (minimum)	Maximum permissible difference between fruits within the package(in grams)
A	100-200	50
B	201-350	75
C	351-550	100
D	551-800	125

9.	Packaging & its details
	(A) For Export
	Each individual fruit of mango will be enclosed in a clean, white, soft, expandable and netted type polystyrene sleeve to prevent bruising before packing in a box.
	The mangoes must be packed in insect-proof boxes. If ventilated boxes are used, all the ventilator openings of the box should be covered with insect-proof screen and all the sides of box should be sealed with adhesive tape to prevent any entry of pests.
	The materials used inside the package must be new, clean, and of a quality such as to avoid causing any external or internal damage to the produce.
	The use of materials, particularly of paper or stamps bearing trade specifications is allowed, provided the printing or labeling has been done with non-toxic ink or glue.
	Mangoes shall be packed in each container in compliance with the Recommended International Code of Practice for Packaging and Transport of Fresh Fruits and Vegetables (CAC/RCP 44-1995, Amd. 1-2004).
	The package boxes dimensions of 390X260X115 mm (for Banganpalli), 320X230X90

Specification details of Corrugated Fibre Board boxes are given in the following table.

Table 2.10: Specification details for Corrugated Fibre Board (CFB) Boxes for packing
mangoes for exports

Characteristics

Requirements

Ring &
Flap(4 kg)

Full
Telescopic (4
kg.)

Ring Flap(8
kg)

Full Telescopic (8
kg)

1. Material of
construction

2. Grammage(
g/m sq),Min
(outer to inner)

3. Bursting
strength kg/cm
sq, Min

4. Puncture
resistance, ozs
inches/tear inch
Min

5. Compression
strength, kgf ,
Min

6. Cobb (30
minutes) g/m
sq, Max

3 Ply
Corrugated
fibre board

*230/140/140

6.50

110

275

130

3 Ply
Corrugated
fibre board

*230/140/140

6.50

110

275

130

5 Ply
Corrugated
fibre board

*230/140/140

10.50

280

250

130

5 Ply Corrugated
fibre board

*230/140/140

6.50

110

250

130

* Outer ply of duplex board

Source: Post- Harvest Manual for Export of Mangoes, APEDA, New Delhi.

(B) For domestic market

For domestic market, usually mangoes are packed in wooden boxes, details of which are given below. However, Alphonso and Kesar are packed in CFB boxes.

Table 2.11: Specifications of wooden boxes for domestic marketing

Type of Carton

Inner
Dimension(cm)

Capacity (kgs)

Wooden crates

45X30X30
(Ratnagiri)

21.6X21.6X42
(Malihabad )

16-18

10-11

10.	Distribution of produce from primary to terminal market
	Mangoes grown in different parts of the country are transported to the big cities for marketing.
	The fruits produced in Andhra Pradesh and Tamil Nadu find markets in Nagpur, Bombay, and Calcutta.
	The important wholesale mango markets in India are Calcutta, Delhi, Bombay, Madras, Ahmedabad, Pune and Nagpur.
	Mangoes for these big markets are usually collected at the central places in all the mangogrowing areas, e.g., in Uttar Pradesh, Lucknow and Varanasi; in Gujarat, Gandevi, Gadat and Amalsar talukas; and in Maharashtra, Ratnagiri and Vengurla.
	Delhi and Bombay are the most important markets for despatch of mangoes. At Delhi all the mangoes are assembled at Sabzimandi, Ashoka market, and at Bombay at Crawford and Byculla markets for distribution.

11.	Price Graph

Fig.- 2
*The above graph shows the price (Rs./Qtl.) of mango throughout year in metro cities
12. Exports and export potential
	A. Domestic strengths for exporting mango
	Domestic strengths for exporting mango from India are listed below:
		India occupies top position in total production among mango growing countries of the world.
		India cultivates a wide variety of mangoes; some of them are very colourful and attractive with par excellence edible quality.
		Mangoes are cultivated with sizeable production in almost all the states i.e. Andhra Pradesh, Uttar Pradesh, Maharashtra, Gujarat, Tamil Nadu etc.
		Transfer of technology for cultivation of mango is easy as in many states; farmers have formed associations/cooperatives.
		In Maharashtra state mango growers are quite innovative.
		Agri Export Zones for facilitating exports have been established in almost all mango growing areas.
		Packhouses on modern lines have been provided in all mango exporting regions i.e. in Ratnagiri and Sindhudurg in Maharashtra and in Navsari and Borsad in Gujarat for Alphonso variety; in Latur and Aurangabad for Kesar mango; in Saharanpur and Malihabad in U.P. for Dashehari and Chausa mangoes.
		Facilities for facilitating mango exports like Post-harvest Management Centre have been established at Malihabad and Saharanpur. Similarly a mango Export Facility Centre has been established at Ratnagiri.
		Mango farmers of Alphonso and Kesar are already being trained in GLOBALGAP requirements.
		Mango growers of Saharanpur have already branded their product as “NAWAB” mango.
		Facilities for Vapour Heat Treatment and irradiation for eliminating fruit fly have already been set up.
		India is in advantageous position, as it is nearer to Middle East countries compared to Australia, Kenya etc. main suppliers in Middle East.
B. Exports
		Export of mango has increased from 38,003 tons in 2002-2003 to 79,060 tons 2006-2007, a 107% increase in the last five years. (Table 2.12 & Fig. 3). This is a phenomenal growth.
		As per APEDA database of 2006-2007, major portion of exports (50,942 tons) has gone to SAARC countries and only 24,545 tons have been exported to GCC countries. For EU countries still lesser quantity i.e. 2658 tons has been exported.

Table 2.12: Export of mango for last five years

Year	Quantity(tons)	Value(in Rs.Lakh)
2002-2003	38003	8419.4
2003-2004	60551	11051.9
2004-2005	53480	8961.0
2005-2006	69606	12811.1
2006-2007	79060	14193.9

C.	Export potential
	Export potential of mangoes from India is discussed for different groups of countries as mentioned below:
(i)	GCC Countries
	GCC countries imported 1, 44,042 tons during 2006 and there is 15% increase in demand from the year 2003. India exported only 24,545 tons to GCC countries during 2006-2007. Out of this, as much as 22,045 tons were exported to UAE. Next in order, 1323 tons were sent to Saudi Arabia. However, there is tremendous scope for expanding exports to these countries, as India produces finest quality mangoes.
	According to comtrade database 2006, as much as 63,519 tons were imported by UAE, 48,330 tons by Saudi Arabia, 16,438 tons by Oman and 8900 tons by Kuwait, 3617 tons by Bahrain and 3238 tons by Qatar.
	Indian penetration to Saudi Arabian market and markets of Oman and Kuwait is negligible and need to be accelerated by nurturing these markets.
	India's total exports are substantial during March – April months and reduce significantly during May onwards because of competition from Pakistan. India must explore reducing costs Kesar variety of mango which is much more acceptable by increased productivity and make available through reefer containers,. We must target at least 40,000 to 50,000 tons of exports to GCC countries in next 4-5 years period of the total imports of 1,44,042 tons.
(ii)	EU countries
	EU countries import mangoes varying from 2, 50,000 tons to 3, 00,000 tons every year. There is 31% increase in demand from the year 2003. However, during 2006-07, only 2519 tons were exported from India. Out of this, maximum quantity was exported to UK (1883 tons). India is not able to penetrate other EU countries in a significant way. The exports to EU countries so far, are more or less consistent. The main reason for the absence of upsurge of export of mangoes to EU is supply of mangoes by countries like Brazil, Peru, and Israel etc. at cheaper rates. Thus, India must lower the cost of production by increasing productivity.
	Apart from above, the other reason is that the EU market has become used to appreciate only coloured mangoes. onsumers at times pay higher price for these coloured mangoes. Even superior edible quality of Indian mangoes does not get much attention before coloured mangoes like Tommy Atkins, Kent and Haden.
	Realising this, Research Institutes in India have bred coloured varieties like Arka Anmol, Arka Puneet, Pusa Arunima, Ambika etc. However, their commercial productivity, acceptability in EU markets etc should be assessed on priority within definite time framework. The above mentioned coloured varieties are not only attractive but have very good edible quality.
(iii)	ASEAN countries
	ASEAN countries are importing mangoes to the tune of 50,327tons (2006). Major importers are Malaysia (23,521 tons), Singapore (16,027 tons). Vietnam (7212 tons), Indonesia (1103), and Thailand (262 tons). However exports of mango from India to ASEAN countries are only 332 tons to Malaysia and 230 tons to Singapore and 20 tons to Vietnam during 2006-2007. This is negligible as compared to what is potential; however, Thailand is able to supply mangoes at much cheaper price to Malaysia and Singapore, the main importers.
	Therefore, the strategy for India may be to make available cheaper mangoes like Totapuri (Banglora) in Malaysian market on one hand and campaign for quality and having red blush varieties like Suvarnrekha, Kesar and Alphonso varieties on the other hand for Singapore market. Market for high quality mangoes will have to be nurtured. For competing with Thailand, variety like Totapuri (Banglora) need to be explored and require to be exported from Eastern Port of Andhra Pradesh to save on logistic costs. Side by side India must reduce the cost of production by increasing the productivity. Perhaps with this strategy, we may target a volume of 6000-8000 tons of mango in next 4-5 years.
(iv)	Hong Kong
	Hong Kong is a centre for trade for fruits and vegetables and imported up to 42,422 tons and exported 19,988 tons of mangoes during the year 2006. The prices prevailing in Hong Kong market are also quite high. However, India has exported only 49 tons during 2006.Therefore; concerted campaign needs to be launched for our quality mangoes in this market.
(v)	Pacific Rim countries and China
	Pacific Rim countries comprise Australia, Japan, Korea etc. and potential for exports of mangoes to these countries is given below:
(a)	Australia
	Australia imported only 810 tons during 2006. However, Australia has very strict regulations for entry of Indian mangoes in their country. Australia has put mangoes from India under Import Risk Analysis (IRA). By this, Australia is to identify and classify potential quarantine risks and develop policies to manage them. Provisional IRA has been released, but still one cannot export mangoes to Australia, till it is totally finalized.
	At present, Indo-Australian agreement is under negotiation, and export of mangoes should be covered in the agreement. There should be no difficulty, as India has already standardized irradiation treatment for eliminating fruit fly, which is ceptable to Australia.
(b)	South Korea
	South Korea has imported 1235 tons of mangoes during 2006. At present South Korea has high duties on imported mangoes, however, India is likely to finalize Free Trade Agreement with Korea soon and it is hoped that export of mangoes to S. Korea will begin.
(c)	Japan
	According to comtrade database, Japan imported 12586 tons of mangoes in 2006. Japan has a requirement of Vapour Heat Treatment (VHT) for eliminating fruit fly. India has already established facilities for VHT treatment and exported 74 tons during 2006. However, even then export of mangoes has not accelerated to Japan, which needs to be taken up.
(d)	China
	China has only moderate import duties on export of mangoes to China under Asia Pacific Trade Agreement. Some amount of mangoes has already been exported to China. There is good scope of exporting mangoes to China, as it imported to the tune of 23,763 tons during 2006 (comtrade database). India is in a position to fulfill all the requirements of importing country from plant protection, quarantine and hygienic angles.
(e)	U.S.A and Canada
	According to comtrade database, USA imported 2, 98,088 tons of mangoes and Canada imported 42,161 tons during the year 2006. India did not export any mangoes to U.S.A during 2006 but exported 75 tons to Canada during the year (2006).
	MOU has been signed between USA and India for export of mangoes to USA. India has already provided irradiation facilities at a number of locations. There should be no further difficulty in exporting mangoes both to U.S.A. and Canada.
D.	Measures for enhancing competitiveness for exporting mangoes
	Following measures need to be adopted for enhancing competitiveness:
	Protocol for CA and MA storage for sea shipping needs to be perfected suiting to all exportable varieties of mango, so that shelf life can be extended and we can compete with Thailand in South East Asia.
	Similarly, if sea shipping protocol is perfected, India can stand competitively with Australia, Kenya etc. for exporting to Middle East countries and can effectively enter EU market.
	Main emphasis needs to be laid on cost reduction by increasing productivity per hectare which is very low, so that India can compete with Pakistan and other countries which supply mangoes at lower price.
13.	Storage
	Temperature:		13°C ± 0.5°C
	Relative Humidity:		90 – 95 %
	Storage Period:		3 - 7 weeks
	Freezing Point:		-1°C
Mango has sensitivity to refrigeration, freezing and ethylene exposure.
14.	Documents required for exports
a)	Documents related to goods
	a) Invoice	b) Packing List	c) Certificate of origin
b)Documents related to shipment
	a) Mate Receipt	b) Shipping Bill	c) Bill of handing
c) Documents related to Payment
a) Letter of Credit (L/C)			b) Bill of Exchange
d) Documents related to quality of goods
a) Phytosanitary Certificate		b) GLOBALGAP Certification	c) Health Certificate
e) Organic Certification
- Certificate indicating material produce is based on organic farming.
f) Documents related to Foreign Exchange Regulations
GR Form: Documents required by RBI which assures to RBI that the exporter will realize the proceeds of goods within 180 days from the date of Shipment.
g) Other Document
Bank Realization Certification (BRC): This is the advice given by Foreign Exchange Bank after the realization of money from Importer.

15.	Chain of events which happen up to shipment
	FLOW DIAGRAM OF ESSENTIAL OPERATIONS OF MANGO EXPORTERS/PACKERS
	Receipt of raw material at Packhouse
	Desapping
	Washing
	Hot water & Fungicide treatment
	Drying
	Sorting & Grading
	Weighment
	Packing & Coding
	Palletization
	Storage (cold stores)
	Container loading
	Transportation
16.	Price prevailing in international markets
	The given below tables shows the annual average price range of mangoes in different international markets. The table 2.13 shows the pricing trend in EU and Australian markets.

Table 2.13: Summary of prices for mangoes in potential markets for India

Country	Annual Average price Range (2003-08)
	Currency
European Union	USD/kg	1.23 to 2.13
	INR/kg	55.7 to 95.9
Australia	USD/kg	2.02
	INR/kg	91.0

Source: Comtrade Database

17.	Cost Calculation from harvest to packhouse to port
	Cost estimates for exports of mangoes from India (as per information collected during 2008)
(a)	Procurement price*
	Variety	Approx. price (in Rs./kg)
	Kesar:	35-40
	Alphonso:	80-100
	Banganpalli:	20-25
*Price of mangoes varies according to variety, month of procurement
(b) Charges for treatment, packing, transport, etc.(below in table)

Table 2.14: Charges for treatment, packing, transport, etc.

Particulars	Rs/kg
Charges for pre- cooling, cold storage and treatment (fungicide)	10.0
Transportation to packhouse	0.5
Packaging cost (labour grading and packing etc.)	12.0
Transport to port (location in Maharashtra to JNPT)	5.0
Total cost	27.50

Source: Mango Growers Association, Aurangabad, Maharashtra.

(c)	*Sea freight charges:**
	Freight rates for reefer container are as follows:
		Reefer containers (Rates in US dollars)
	(i) Dubai/Doha	20’ 40’
		1100	1600
	(ii) Kuala Lampur/Singapore	600	900
	(iii)UK/Amsterdam	1700	2700

* It varies from year to year /season to season, capacity of container and distance covered.

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