Summer time is mango time in India and the fruit markets in India are flooded with delicious variety of mangoes! If Bollywood and cricket rule over Indian hearts, mangoes make a close call as most Indians are crazy about this fruit. Popular as the mango season in India, it is amazing to note that India produces around 40-60 popular mango varieties and over 15 million tons of mangoes which is about 40 per cent of global mango produce. The mango season lasts over 100 days from late March through June. As mango is highly susceptible to weather change, it is subject to varying prices during a mango season.
No matter how mangoes are priced, it is amazing to see most streets and corners in India brimming with vendors selling boxes full of mangoes or the loose variety of mangoes sold by the dozen or the kilogram. The Indian diaspora around the globe follows the mango season nostalgically keeping mango vendors in India busy during the season with orders from around the world. To boost up mango export, India needs to work on eliminating the use of pesticides and producing more organic variety of mangoes.
A mango-loving country with a rich mango produce, wide variety and history to be proud of, I wonder why India has not marketed its mangoes to the world more aggressively! Just like Bollywood, mangoes are a great cultural export and India needs to run a mango campaign to encourage and promote cultural bonding. There is an International Mango Festival which takes place in July in Delhi every year presenting the season’s produce of mango variety (with a display of up to 500 varieties) for Indians and rest of the World. It needs to be tweaked to become an international event/festival, similar to the Jaipur Literary festival with its international appeal, for introducing and popularizing one of the tastiest Indian fruits to a global audience.
How about a “Magical Mangoes” campaign to drive tourism? In the US, wine tours are popular for wine enthusiasts and connoisseurs that involve travel to wine destinations in the country highlighting different aspects of wine making, regions, process and tasting; similarly a Mango region tour in India will be a fitting introduction to the country’s most loved fruit—its rich variety, mango regions, different uses of mangoes in cuisine/regional specialties clubbed with the mango tasting experience.
Indian Curry, Bollywood and some cool Indian mangoes could be a great winning combo for India.
Your thoughts are welcome.