Karnataka Mango Development and Marketing Corporation will develop platform for domestic marketing of Alphonso mangoes

Karnataka’s Mango Development and Marketing Corporation has announced plans to create a dedicated digital platform to boost the domestic sales of Alphonso mangoes, a high-value fruit primarily cultivated in the Dharwad region. The initiative comes amid growing interest in improving local market access for the premium variety, which currently enjoys strong demand abroad, especially among the South Asian diaspora in the UK. The move follows a recent training program focused on innovative production techniques for premium mangoes, held in Kumbhapur near Dharwad. The announcement was made by T.R. Vedamurthy, managing director of the Karnataka Mango Development and Marketing Corporation, during the inauguration of a three-day training session titled “Innovative Technologies in the Production of Premium-Quality Mangoes.” Held at Kumbhapur, the event brought together mango growers, agricultural experts, and industry representatives. Vedamurthy emphasized that the proposed platform aims to streamline domestic marketing efforts, offering growers a more structured and transparent marketplace while ensuring quality control for consumers. According to Vedamurthy, the new platform is part of a broader strategy to enhance the profitability of mango cultivation in the state. By organizing the domestic market, the corporation hopes to secure better prices for farmers and ensure consistent supply of high-quality produce. This aligns with the corporation's goal of functioning professionally, as it operates under the framework of a registered entity. Vedamurthy noted that the corporation has already conducted a study tour of European and UK markets, highlighting the strong international appeal of Dharwad-grown Alphonso mangoes. The corporation is also working to certify its Integrated Pack House in Dharwad through the Agricultural and Processed Food Products Export Development Authority (APEDA). This step is crucial for maintaining export standards and ensuring compliance with international regulations. Vedamurthy outlined a grading system for mangoes, stating that Grade A fruits would be exported, Grade B would be sold domestically, and Grade C would be processed into pulp to add value and maximize returns for growers. The corporation pledged to support cultivators throughout this process. During his visit to the Integrated Pack House, Vedamurthy reviewed the progress of infrastructure projects aimed at enhancing packaging and storage capabilities. The facility is designed to handle large volumes of mangoes efficiently, ensuring minimal damage during transit and preserving product quality. This investment underscores the corporation’s commitment to both domestic and international markets. Representatives from the Mango Growers’ Association presented a memorandum to Vedamurthy, outlining their expectations and concerns regarding the implementation of the new initiatives. They highlighted the need for timely interventions to address challenges such as fluctuating market prices, inadequate infrastructure, and limited access to credit facilities. Their input reflects the broader aspirations of the farming community, who seek sustainable solutions to improve livelihoods and stabilize income sources. The push for a domestic marketing platform complements existing efforts to strengthen the export sector. While Alphonso mangoes have long been popular in overseas markets, particularly among South Asian communities in London, the focus on domestic sales could help diversify revenue streams and reduce dependency on foreign buyers. This dual approach is expected to provide greater resilience against global market volatility and geopolitical uncertainties affecting trade routes. Vedamurthy reiterated the importance of collaboration between government bodies, private enterprises, and local growers to achieve these objectives. He called for continued investment in research and technology to maintain the premium status of Alphonso mangoes in both national and international markets. The upcoming training sessions and infrastructure developments are seen as critical steps toward realizing this vision. The Karnataka Mango Development and Marketing Corporation is set to finalize the design and functionality of the digital platform within the next few months, following consultations with stakeholders. Once operational, the platform is anticipated to significantly impact the local economy by creating new business opportunities and fostering closer ties between producers and consumers.