Totapuri Mango Loses Value Despite Export Potential

Vijayawada:Despite strong export potential, Andhra Pradesh's Totapuri mango continues to fetch low prices because of inadequate processing and value addition, forcing the government to go for market intervention.

Totapuri mango is cultivated on about 90,000 hectares in Chittoor, Tirupati, Annamayya and Kadapa districts, with annual production estimated at 7.5 lakh tonnes. Around 40,000 farmers depend on the crop for their livelihood.

Nearly 60 per cent of the produce is exported to markets in West Asia and Europe, including Dubai, Iran, Iraq and several European countries, while the remaining 40 per cent is consumed in the domestic market.

Farmers are receiving around Rs 6 per kg for Totapuri mangoes from traders, with prices falling to Rs 4–5 per kg in villages.

Industry experts said Totapuri pulp, widely used in mango beverages, has significant scope for value addition. Besides juices, it can be processed into products such as ice cream, lassi, cakes, jellies and shakes. Totapuri pulp is generally blended with Alphonso and Kesar mango pulp, to the extent of about 15 per cent, to enhance flavour and aroma.

Beverage manufacturers use only about 10ml of mango pulp in a 150 ml pack, with the remaining content comprising sugar water. Experts suggested increasing the pulp content to 20 ml, even if it raises the retail price, saying this would improve demand for mango pulp and benefit farmers.

Totapuri pulp is also widely consumed with chapatis and pancakes in states such as Gujarat, Maharashtra and Rajasthan, while demand within Andhra Pradesh remains low.

Experts suggested involving DWCRA women in preparing value-added mango products and setting up kiosks at bus stations, railway stations, beaches and other public places. Such an initiative could create employment while increasing demand for mango pulp and improving returns to farmers.

Horticulture joint director (fruits) Deva Muni Reddy said, “If Totapuri mango pulp is processed properly and given value addition, it gets huge international demand so that it gives multiple benefits like good price to farmers and also becomes a source of money and employment to others.”

Andhra Pradesh has announced a`4 per kg support for Totapuri mango farmers under the Market Intervention Scheme for procurement of nearly 7.5 lakh tonnes

 Chief Minister Chandrababu Naidu has sought `281 crore from the Centre under the Price Deficiency Payment Scheme to support procurement

 The state disbursed Rs 190 crore to mango farmers under the scheme last year

 Horticulture officials are collecting Aadhaar, bank account, pattadar passbook and e-crop details to validate beneficiaries and extend financial assistance