Value Chain of Mango in India: An Overview
Vidhi Chovatiya *
Post Graduate Institute of Agri-Business Management, Junagadh Agricultural University, Junagadh – 362001, India.
C. D. Lakhlani
Post Graduate Institute of Agri-Business Management, Junagadh Agricultural University, Junagadh – 362001, India.
*Author to whom correspondence should be addressed.
Abstract
Mango (Mangifera indica L.), is India’s national fruit and a vital tropical crop. India contributes over 50 per cent of global mango production, with Gujarat ranking sixth among producing states. This study explores the mango value chain from pre-production to consumption, emphasizing its economic significance. Key stages include input supply, cultivation, harvesting, post-harvest handling, processing, marketing, and export. The study highlights cultivation costs, storage needs, post-harvest losses, and marketing efficiency. Post-harvest losses were found maximum in transportation. The marketing efficiency varies across channels, with price spreads and marketing costs affecting the overall returns for farmers. Producers’ share in consumers’ rupee was highest in direct marketing to consumers (87 per cent). Processing adds value through products like jam, pickles, and jelly, enhancing shelf life and farmer income. Institutional support from APEDA, NHB, CISH, and schemes like Operation Greens strengthen the sector. Efficient value chain management is essential for boosting farmer income and ensuring sustainable mango growth.
Keywords: Mango, value chain analysis, profitability, price spread, marketing channels