India: Specific Farmers community : Indiaagronet

Various Markets available for Mango India and Pakistan dominate the Middle East market for mangoes. Together they cater to 90-95% of the market. This is due to geographical proximity and the ethnic populations in the Gulf countries, which have a strong preference for Indian/Pakistani mangoes. Indias exports to the Middle East were around 11,000 MT, inn 1992-93 out of a total of 27,000 MT. The variety has been Alphanso and Totapuri. Pakistan supplies Chausa from May onwards. Indian mangoes are popular only in the early part of the season i.e. March-April after which Pakistan mangoes take over, as they are cheaper. African and South American mangoes have lately entered this market. It was not possible to know the volume of imports into the Middle East market (Gulf). But the export potential to these countries is very large according to exporters. In fact, during Ramzan the demand reaches upto around 500 MT/day. Dubai is the major transshipment and distribution point for mangoes accounting for nearly 55% of the imports into the Gulf. It supplies to countries like Saudi Arabia and Bahrain through a modern distribution system. The major consumers are the UAE, Saudi Arabia, Bahrain, Kuwait and to a lesser extent Yemen. However, as mentioned earlier all imports into the UAE may not be consumed internally as there is a lot of intra trade between countries. Thus, goods imported into UAE are re-imported to other Middle East countries. The UAE market is price sensitive and consumes by and large sea-freighted mangoes coming from India and Pakistan and priced reasonably. The air-freighted mangoes are preferred in Saudi Arabia, Bahrain etc, which are willing to pay a higher price. Indias projected export of mangoes to the Middle East The total market in the Middle East, Indias projected market share and exports. During the month of Ramzan the imports are as high as 450 MT per day. As mentioned earlier, UAE is a major market in the Gulf accounting for nearly 55% of the total market. But it is a price sensitive market like Saudi Arabia and Bahrain which are premium markets willing to pay high price for a quality product. Indian season starts in March and India is the only supplier to the Middle East at that time. Hence, India can clinch 100% of the market in March and April. During the Ramzan month (assumed to be May, but, it varies depending on the position of the moon) India can swoop 70% of the market for the first 15 days since Pakistans mangoes come there only by May 15. From May 15-30, assuming India could clinch 10% of the UAE market since, this is a price sensitive market. And Pakistani mangoes enter the market then and are cheaper since they are transported by launches. Nevertheless, India can command 50% of the premium market. The same goes for June and July. So there seems a large market in the Middle East to tapped. Apart from measures to promote exports, mentioned before, steps should be taken to promote Badami and Chausa. These varieties are cheaper thus making Indian mangoes cost competitive in these markets. The Badami mango from Hyderabad could be exported in April and May while the chausa and safeda mango from Delhi in May-June. South East Asian Market The South East Asian Market consists of primarily Japan and Hongkong. The total imports for these two countries alone is around 800 MT (Japan: 5000 MT; Hongkong: 3000 MT). The other South East Asian Market is also substantial but precise data is not available. The imports into Japan currently come from Mexico, Philippines and USA. The price of these mangoes is high since they are air-freighted to the Japanese market. Japanese quarantine laws make vapour heat treatment mandatory for exporting to Japan. This is mainly for fruit fly diseases but the vapour heat treatment facility is not available in India. Hence, India has not been able to create a dent into the Japanese market. It is alleged that Japan is one of the few manufacturers of this machinery and hence the insistence for this treatment. But certain Japanese trading houses have approached some large Indian suppliers for supply of fresh V&F, though this is still in the preliminary stage. This market is quality conscious and price is secondary. Currently mangoes are being air freighted all the way from USA and Mexico. Indian mangoes have better taste, flavour and thus India should set its eyes on this market. But, India too will have to air lift the mangoes to these markets since the sea journey too long. The US market

(Fruit Growers)

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India: Specific Farmers community : Indiaagronet

The US market for mangoes is large the major supplier to the US are Florida and Mexico. But India is at a logistical disadvantage as compared to the other nations in the Caribbean, Central America and Latin America. Nevertheless the large ethnic population in the USA is willing to pay a price for the quality and taste of the Indian mangoes. The mangoes will have to be air lifted to the US market. The US government regulations do not allow most fresh V & F to be imported. Also Indian fresh V & F does not confirm to their quarantine standards. So India should act on this front to enter the US market.

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