Marketing System of Mangoes in India

Mangoes account for approximately half of all tropical fruits produced worldwide. India is the largest mango producer, accounting for about half of the global mango production. But, less than five per cent of the produced mangoes are processed and mango pulp is the main export product both in terms of volume and value. Contract system is the major marketing system in the supply of mangoes because (1) Producers usually avoid the marketing of fruit by themselves as they do not want to be involved in the complication of the marketing system, (2) They do not want to take risk of price and income variation due to perishability, qualities and seasonality and (3) Lack of knowledge of marketing. This paper attempts to study about the type of marketing systems existing at present in India and suggestions to realise higher value for the produce.