Agenda

APEDA

Case Synopsis
Current Scenario &
Processes
Interview Insights

Strategy
 APEDA
Agriculture and Processed Food Products Export Development
Authority
Established in 1985
Replaced PFEPC (Processed Food Export Promotion Council)
Currently Promotes 550 Products
Financi e.g. fruits, vegetables, dairy,
al
confectionary, bakery, beverages,
Assista floriculture, etc.
nce,
feasibili
ty
Registr
study,
Marketi ation of
subsidy
ng and exporte
scheme
Promoti rs,
s
on of Training
Export in
oriente various
d goods aspects
Functions
of APEDA

Improvi
Fixing
ng
standar
Packagi
ds and
ng of
specific
Product Carryin ations
s g Out
Inspecti
ons &
collecti
ng
statistic
s
Case
Synopsis
International Production Scenario for Mango
Major producing countries: China, Mexico, India, Brazil, Thailand,
Pakistan etc.
India is LARGEST PRODUCER of Mangoes with 43.24% share (10MT).
India produces 1000 varieties: Alphonso, Kesar, Banganapalli, Totapuri,
Neelam, Bombay Green, Fazil, Langra, Dashehari and Chausa.

Seasonality of Production
Different production season for different countries.
Countries with production during off season enjoy competitive
advantage due to low competition from temperate fruits.
Case
Synopsis
International Mango Trade Scenario (2000-01)
World Exports of Mangoes in 1999, 576000 tons with Mexico 35%
USA- largest importer (40% of total world imports)
India exports only 0.37% of its production
Germany, Hong Kong, UAE, UK, Malaysia- Highest Value Realization (2003
data)
Mango pulp accounts for 71% of Indian Exports of Processed Mango
Products

Major Hurdles
India, despite being largest producer- share only 7%.
58% Mango exports directed to Bangladesh
Less unit realization value in Bangladesh as compared to US and Europe

Objectives for APEDA

Promote availability in Target Markets
Promote Quality
Create Awareness and Improve the Image of Indian Mangoes
Obtain access in new Markets
Case
Synopsis
The Mango Promotion Campaign
5 countries identified- UAE, MALAYSIA, UK, GERMANY, HONG KONG
Road shows, tasting campaigns, international media promotions etc. were
undertaken
Special attention to packaging & freshness for maintaining quality
Results: Reported increase in exports by 20-25 %
Price Factors
Shipment by Air is Costlier, reefer containers by sea to be Standardized
Suppliers like Mexico, Venezuela, SA, Indonesia provide stiff competition in terms of
Price
Current Scenario
 Current Scenario

2012-13
Country Qty (kgs) Value in Lakhs %age Share Share In Price/kg
(By Value) terms of
Exports
United Arab 67.8513
Emirates 37598657 16,286.62 61.51 7 43.31703
5.96334
United Kingdom 3304482 3,250.05 12.28 1 98.35278
3.00548
Saudi Arabia 1665435 1,200.43 4.53 1 72.07907
2.74822
Qatar 1522882 886.91 3.35 6 58.23892
Kuwait 828157 840.14 3.17 1.49451 101.4469
8.39186
Bangladesh 4650207 776.3 2.93 6 16.69388
3.71042
Nepal 2056068 609.53 2.3 6 29.64542
0.43708
United States 242204 578.32 2.18 7 238.7739
1.17349
Singapore 650273 419.61 1.58 7 64.52828
Oman 353448 300.4 1.13 0.63784 84.99129
4.58635
Others
* Source APEDA 2541451 1,327.58 5.04 9 52.23709
Process
Interview Insights
Process Videos

Mangoes n More and APEDA_enhanced_01.mp4 1.mp4

2.mp4
3.mp 4
 InterviewInsights
Interview Insights

Are there any

What promotion What are the modern
activities does Problems faced methods to
APEDA do for by APEDA produce Mango
Mangoes ? currently ? throught the
year ?

Are we able to
Future plans for
meet the
APEDA ?
demands ?
 VHT PROCESS
Immediately
Packaging is
The products after
done in Pre-
get Processing ,
cooling cum cold
automatically product is
storage room
washed, dried, transferred to
and then final
graded without Pre-cooling cum
Loading is done
touching cold storage
for shipment
Temperature in room Room in which the
VHT machine is whole unit is set up is
maitained between Temperature of Pre- closed untill the whole
48C to 50C cooling cum cold processed consignment
storage room is set gets shifted to pre-
Processing goes on at 10C cooling room inorder to
for 3 hours maintain the
temperature and to
prevent product from
other insects & flies
Water Sprinkled on
the Product
 Crates with minute holes
used to let the
air(temerature) pass from it
 After
Processing
Consignment being
transferred to pre-
cooling room
Net (Packaging)
used to prevent
from insects
Packing Done in Pre-
cooling cum cold
storage room itself
 Different Boxes for
different parties as per
their requirement
 Before final loading ,
randomly a box is picked up
and weighed and noted
down by MSAMB authority
 Issue Faced Currently

Low Awareness

Apprehensions about Quality & Safety

Standards

Price Factor
 Pricing :American Context

Indian mangoes approx. 5-6 times costly than

Mexican and Brazilian
Irradiation & Inspection costs not so significant
Major contributors
Wholesaler Markup(Importer margin)
Air Freight Charges
 Standardizing Reefer
processes Price Wise
Working out Wholesaler
Markups
measures
Quality Control
Use of VHT, Irradiation regarding the
techniques Communication
Activities
To improve Awareness Branding
Create a Brand Promotional &
Proposed Strategies
 Proposed Strategies

Target Markets: New markets with high

realization value

Buyer Seller Meets & Collaborating Partners

The Great Indian Mango Festival

Bigger,
Mascot- The Mango
Grander Than Maharaja
before!!!
 The Great Indian Mango Festival

Show case Different

Varieties
Mango Tasting
The Great Indian Mango Festival
Display Different
Mango Products
The Great Indian Mango Festival
Sponsored Cookery Shows
Master Chefs
The Great Indian Mango Festival

The Mango Bar

The Great Indian Mango Festival
Mango Eating Competitions
Page
Traditional Supply Chain
Supply Chain of Mangoking

Consumer Supermarke
t
Dr Sudhanshu- (Deputy General Manager and Region Head-
Western Region)
Specially to Miss Sachi Gathani
Sachi Exports