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<\/p>\nMango diplomacy<\/h2>\n<\/p>\n
As India steps up its focus on mango exports, a visible sign of this growing outreach is what exporters informally describe as \u201cmango diplomacy\u201d.For instance, the UAE remains the backbone of India’s mango export trade. APEDA Chairman Abhishek Dev Naidu recently said UAE accounts for the largest share of shipments.To deepen that presence, APEDA launched “Indian Mango Mania 2025” in Abu Dhabi in partnership with the Embassy of India and Lulu Group. The campaign showcased several Indian varieties, including GI-tagged Banarasi Langda, Dasheri and Chausa mangoes, while connecting exporters directly with buyers and retailers.The US has emerged as another major focus area.In Seattle, the Consulate General of India and APEDA recently organised “Mango Magic”, a large-scale tasting event attended by more than 100 importers, distributors and representatives from major retailers, including Costco. Seven Indian varieties, including Alphonso, Kesar, Banganpalli, Himayat, Langra, Dasheri and Rajapuri, were showcased as India sought to expand beyond diaspora consumers and build awareness among mainstream American buyers.The push appears to be yielding results. For instance, following discussions with Costco earlier this year, Kesar mangoes were introduced at select stores across the Greater Seattle area, Las Vegas, New Jersey and Greater Los Angeles. According to reports, the first shipments sold out within hours of reaching shelves,showing strong demand for premium Indian mangoes.Singapore emerged as another showcase for India’s mango diplomacy. Earlier this year, the High Commission of India organised a series of mango promotion events, including the “Threads of Indian Tradition” cultural festival, where performers were felicitated with cartons of Indian mangoes instead of conventional trophies. The initiative followed a three-day mango festival that attracted more than 6,000 visitors and offered tastings of 10 Indian varieties. Indian High Commissioner Shilpak Ambule said the objective was to introduce globally renowned Indian mangoes to Singaporean consumers while showcasing a glimpse of “Incredible India”.The aviation sector also joined the export push.Air India recently said it transported more than 1,000 tonnes of mangoes between March and May under its “Mango Express” initiative. The shipments formed part of more than 3,300 tonnes of fresh produce carried by the airline to destinations including London, New York and Frankfurt.Mango exports also gain visibility at key international entry points such as London\u2019s Heathrow cargo hub. At London\u2019s Heathrow Airport, consignments of Kesar and Alphonso mangoes from Gujarat are known for their distinctive aroma, which spreads through parts of the cargo handling area as the fruit is unloaded, according to exporters. The shipments are eagerly awaited by retailers and consumers, particularly among the Indian diaspora in the UK, where the mangoes command premium demand despite their higher prices.<\/p>\nThe nostalgia and beyond<\/h2>\n<\/p>\n
For decades, Indian mango exports have largely relied on overseas Indian communities.That remains a significant market.Prashant Powle, owner of \u201cAlphonsomango.in\u201d and a GI-certified Alphonso grower-exporter, estimated that millions of Indians living abroad continue to seek authentic Indian mangoes each season. “Three to four million Indians living abroad miss the mangoes they grew up eating,” he said, in a telephonic conversation. He cited the case of a wealthy Indian in San Francisco who depends on relatives in India to send mangoes or store them until she returns, as direct delivery remains difficult, and called for greater government focus on tapping this emotional diaspora demand.The Bloomberg report highlighted a similar trend. It noted that nostalgia, familiarity and cultural connections are helping premium Indian mangoes command substantial price premiums in overseas markets, through the experience of Mumbai-based Kay Bee Exports. The company told Bloomberg that nostalgia, aspirational value and expanding distribution networks have helped demand “zoom up” in overseas markets, particularly in the United States.But exporters are also increasingly seeing growth beyond the diaspora.Manoj Kumar Barai, owner of MK Exports, said that affluent consumers in markets such as South Korea, Malaysia, Singapore and Canada are increasingly willing to pay for premium Indian varieties.\u201cThese are affluent, health-conscious markets where consumers are actively seeking premium, authentic Indian varieties like Ratnagiri Alphonso, Devgad Alphonso, and Kesar, and are willing to pay for the difference,\u201d he told TOI.Thus, for exporters, the long-term opportunity lies in turning Indian mangoes into a premium global fruit category rather than a niche ethnic product.<\/p>\nTraceability push<\/h2>\n<\/p>\n
Exporters say future growth will depend not just on volumes but also on trust.APEDA has already developed a traceability-based product identification system linked to residue monitoring and export certification. It operates HortiNet, an end-to-end digital platform covering horticultural exports including mangoes in addition to grapes, pomegranates, citrus fruits and vegetables. The system links farm registration, residue monitoring, laboratory testing and export certification, helping exporters meet the sanitary and phytosanitary requirements of key markets such as the US, EU and Japan.Meanwhile, Barai believes farm-to-fork traceability will become increasingly important as buyers demand greater visibility into sourcing, pesticide usage and sustainability practices.“Implementing digital traceability systems that connect smallholder farms to export packing houses is no longer optional \u2014 it’s a market-entry requirement,” he said.The issue is particularly relevant for premium GI-tagged mangoes, where authenticity directly affects pricing power.<\/p>\nWhat’s holding exports back?<\/h2>\n<\/p>\n
If demand is rising, the question remains on what is blocking the flow.The insights on the main challenges were given by Prashant Powle, owner of \u201cAponsomango.in\u201d and Manoj Kumar Barai, the owner of MK Exports along with Rajesh Nigam, the Co-Chair, UP State Chapter, PHDCCI.Powle said the market opportunity is evident, particularly after recent promotions in the US.The issue, according to Powle, is not demand. “Huge demand- but there is a supply gap\u201d, adding that fixing it will require improvements across the supply chain, from traceability and logistics to post-harvest infrastructure and market development.According to Barai, exporters need to focus on four key priorities: farm-to-fork traceability, dedicated export logistics corridors, season extension through variety diversification and early buyer-seller engagement.Several of these challenges stem from longstanding infrastructure gaps.Unlike competitors such as Mexico and Peru, which rely heavily on lower-cost sea freight, most Indian mango exports continue to move by air because of the fruit’s perishability.That significantly raises costs.“The overwhelming majority of fresh mango exports move by air due to perishability, but freight rates spike sharply during the mango season,” Barai said.Powle also said that freight has become one of the industry’s biggest concerns. \u201cIn the total export price, 50-60% freight charge, compared to mango prices. Thus government intervention is needed.”Meanwhile, Barai also highlighted the shortage of treatment facilities. “Increase the capacities in the Treatment Facilities \u2014 Vapor Heat Treatment and Gamma Irradiation centers are currently too centralized and having limited capacities.”Cold-chain infrastructure remains another major bottleneck.“A Seamless, End-to-End Cold Chain \u2014 Extreme heat events are accelerating ripening rates and compressing handling windows,” Barai said.Powle similarly pointed to storage infrastructure as an area requiring urgent attention. \u201cStorage\/depots are needed to store mangoes properly.”Nigam also gave his insights, telling TOI, India’s export potential continues to be constrained by inadequate cold storage, fragmented supply chains, high logistics costs and insufficient treatment infrastructure.“Uttar Pradesh\u2014especially the Malihabad area of Lucknow\u2014has a worldwide reputation for top-quality mangoes like Dasheri, Langra, and Chausa. Even though India grows more mangoes than any other country, we still don’t export as much as we could,\u201d he said.Nigam added that investments in pack houses, cold-storage networks, refrigerated transport, cargo infrastructure and internationally approved irradiation facilities could significantly improve export competitiveness. <\/p>\n\n
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<\/p>\nMiddle East war hit
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The ongoing conflict in West Asia has added to the challenges facing mango exporters this season. An earlier TOI report cited industry estimates suggesting India’s mango exports could decline by 20-30 per cent due to disruptions in cargo movement and a sharp rise in costs.The report noted that air cargo rates for some routes had surged significantly, making exports less viable for many traders. APEDA officials told the publication that perishable commodities such as mangoes were particularly vulnerable to shipping delays and higher transportation costs.The disruption has been especially significant because the UAE remains India’s largest overseas market for mangoes. Exporters say prolonged logistics disruptions can affect fruit quality, reduce competitiveness and squeeze margins during the peak export season.<\/p>\nClimate risks
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Even if infrastructure improves, climate may become the industry’s biggest long-term challenge.This year’s Alphonso season exposed the vulnerability of mango production to weather shocks.Growers in Ratnagiri and Devgad reported widespread losses after delayed flowering, unseasonal rainfall, fungal attacks, unusually cold temperatures and later heatwaves disrupted production.Some growers estimated losses of 80-85 per cent in affected orchards.As a result, lower production means fewer exportable volumes, higher prices and greater opportunities for lookalike varieties to enter the market under premium labels.The challenge is especially significant because Ratnagiri Alphonso and Devgad Alphonso derive much of their value from origin-based branding and consumer trust.However, several growers are now experimenting with AI-based orchard monitoring systems, sensors and precision agriculture tools to improve resilience, although adoption remains limited.<\/p>\nCompliance failure setbacks<\/h2>\n<\/p>\n
Exporters also point to the importance of maintaining phytosanitary and quality standards.Japan has reportedly suspended imports of fresh Indian mangoes after its quarantine authorities reportedly identified shortcomings in treatment and disinfection procedures at Indian facilities. The move affected exports of varieties including Alphonso, Kesar, Langra and Banganapalli and served as a reminder of the importance of maintaining rigorous phytosanitary standards. Nepal also emerged as another concern after reports suggested restrictions on Indian mango imports. However, authorities in both countries subsequently clarified that no ban had been imposed and that imports continue subject to prescribed phytosanitary requirements.<\/p>\nProcessed mangoes: Next growth engine?<\/h2>\n<\/p>\n
While fresh mangoes dominate public attention, industry stakeholders increasingly see processed products as a major opportunity.Processed mango products are already a significant export category for India. According to APEDA, India exported 63,253 metric tonnes of mango pulp worth $80.34 million in FY25 (more than the fresh mangoes), with Saudi Arabia, the US, the UK, Germany and Canada among the major destinations.Barai believes products such as mango pulp, puree, concentrates, IQF slices and freeze-dried mangoes could become a significant growth segment over the next decade.\u201cFresh fruit exports will continue to grow, but the real game-changer is processed mango. Natural mango pulp, IQF slices, and freeze-dried products open up year-round revenue streams that fresh exports cannot offer. Major food manufacturers, bakeries, and beverage brands across Europe and North America are actively sourcing preservative-free mango ingredients \u2014 and India is uniquely positioned to supply them. This segment also provides a critical buffer against seasonal volatility from weather or crop fluctuations,\u201d he said.\u201cThe US and European markets deserve particular focus. Both offer significant headroom for growth, and increasing India’s share in these high-value, high-volume markets should be a top strategic priority for the industry,\u201d he added.The PHDCCI official Nigam also spoke on this saying, “Think about products like mango pulp, puree, concentrates, frozen cubes, dehydrated slices, ready-to-eat packs, drinks, and other processed foods\u2014they can really boost export earnings and cut down on post-harvest losses.”Processed products also reduce dependence on seasonal exports while helping absorb production fluctuations caused by weather events.<\/p>\nThe road ahead<\/h2>\n<\/p>\n
Industry stakeholders broadly agree on what India needs next: lower logistics costs, expanded treatment infrastructure, stronger cold chains, better traceability and deeper penetration into high-value markets.Powle believes, “In the next 5-10 years – if there is good improvement and increased facilities there could be 4x or 5x times growth in exports.”Barai is equally optimistic. “The numbers say it clearly \u2014 we produce close to 40% of the world’s mango supply, but that dominance in production has never translated into dominance in exports.”“My belief is that the gap is not about demand. Global appetite for Indian mangoes, particularly among the Indian diaspora and premium consumers in the West, is very real and very strong,\u201d he added.India already possesses many of the ingredients needed to become a much larger force in global mango trade: unmatched production scale, globally recognised varieties, GI-tagged products, growing government support and rising international demand.The challenge is converting those advantages into export leadership.If India can strengthen cold-chain infrastructure, reduce logistics costs, expand treatment facilities and maintain the highest phytosanitary standards, exporters believe the country could dramatically increase its presence in global markets over the next decade.For a nation that grows nearly half the world’s mangoes, the opportunity is obvious. The next phase will be determined by whether India can build the export ecosystem needed to match the quality and reputation of the fruit itself.<\/div>\n
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