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PRESENTED BY

ALOKHINI CHAVAN.S, ANUSHA.P. KOTTUR,CHARUDATHAN.M.R, NAVNEETH JAIN, NITHIN,

SAVITHA.M

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Covers about 35% of area in India

Accounts for 22% of total fruit production inthe country

India largest producer with a share of about54% of worlds production

Major mango growing States are Uttar Pradesh,

Bihar, Andhra Pradesh, Orissa, West Bengal,Maharashtra, Gujarat, Karnataka, Kerala andTamil Nadu.

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NAME SIZE COLOUR STATES SHAPE

ALPHONSO MEDIUM ORANGEYELLOW

Maharashtra,Gujarat,Karnataka and

MadhyaPradesh.

ovate-oblique

Neelum medium saffron yellow Tamil Nadu,Karnataka and

Orissa.

ovate-oblique

Bangalora (Totapuri)

medium-large

golden yellow AndhraPradesh,Karnataka, andTamil Nadu.

oblong

Mulgoa large yellow Tamil Nadu,Karnataka.

roundish-oblique

Banganapalli (

Baneshan,Safeda)

large golden yellow Andhra

Pradesh andTamil Nadu.

obliquely oval

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According to FAO records, India is clearly thelargest producer, accounting for close to half ofworld production (13.5 million MT),

followed by China (4.1 million MT), Thailand(2.4 million MT), Indonesia (2.1 million MT)and Pakistan (1.7 million MT).

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Source: Food And Agricultural Organization of United Nations:Economic And Social Department: The Statistical Division.

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Mangogrower

Localmiddlemen

Commission

agent/trader

wholesalerretailerconsumer

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TRADITIONALMARKETS

APMCs, Mandis Wet Markets

Exports to lessdiscriminating markets Business as Usual is

acceptable for now, butthis is a low -value

market segment thatwill decline over thenext decade

EMERGING MARKETS Organized Retail Hotels, Foodservice Exports to Countries

with High-Value Markets Tremendous pressure to

improve quality andsafety standards in

order to participate inthis more lucrative andgrowing marketsegment

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Farmers who are unableto or choose not toimplement the standard

Target improved access

to traditional marketlinkages with marginalfinancial returns.

Farmers who are able toimplement/ meet thestandard

Target organized retail

and export market

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Coca-Cola India and Jain Irrigation havelaunched a unique partnership

Each will invest USD$1 million in the initial

phase of the project, which will focus on selectfarms in the Chittoor and Cudappa districts ofAndhra Pradesh.

This area is renowned for its production of theTotapuri Mango, a key ingredient in Maaza,India's top-selling mango drink.

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A company follows a market developmentstrategy for a current brand when it expandsthe potential market through new users or

new uses. New users can be found in newgeographic segments, new demographicsegments, new institutional segments or newpsychographic segments.

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Segment

Broad age group

Targeting

Youth and middle aged

Positioned as

Refreshing and energising drink

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Segment :

Youth, middle aged

Target

Beauty conscious youth

Positioned: as a fruit

Products like mango shampoo, mangoconditioner, mango body lotion, mango body

polish

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Helps in digestion

Eye health

Benefits to skin Beneficial for anaemia

Boost memory

Avoid heat stroke

Weight gain

Positioned as a medicinal fruit

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STRENGTHS- taste, can be preserved for alonger time, less fibrous, rich source of vitaminA, good source of vitamin c and minerals, as

well as carbohydrates WEAKNESSES- seasonal fruit, pest, highly

dependent on climate- low yield from twopreceding years

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Kesar Mango(Junagadh Kesar)

Totapuri Mango

Dussehri

Sindhoor

Neelum

Other varieties and seasonal fruits like

watermelon, grapes, muskmelon, papaya.

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