Analyzing the Export Value Chain and Competitive Dynamics of India's Fresh Mango Market

Abstract

Mango (Mangifera indica), known as the "King of Fruits," holds significant economic and cultural importance in India, which leads global mango production, contributing approximately 40% of the total output. Despite this dominance, India's share in global mango exports remains relatively modest due to high domestic demand, logistical challenges, and stringent international trade regulations. This study explores the export value chain of fresh mangoes from India, identifying key stakeholders, cost structures, and value addition at different stages of the supply chain. The research employs an ex post facto methodology, collecting primary data from registered exporters, farmers, vendors, and facilitators, along with secondary data from APEDA and the National Mango Database. The study maps three distinct export channels, highlighting variations in value capture. Findings reveal that in Channel I, exporters retain the highest value share (90.39%), while in Channel III, where farmers act as exporters, they capture the largest share (94.76%). The analysis also underscores the significance of compliance with international standards, particularly gamma irradiation, which constitutes the highest cost at the facilitation stage (Rs. 35/kg). Market analysis from 2014 to 2023 indicates that the UAE is the largest importer of Indian mangoes (49.06%), followed by the UK and the USA. The study emphasizes the need for infrastructure improvements, streamlined regulatory processes, and enhanced branding strategies to boost India’s competitiveness in the global mango market. By addressing these challenges, India can strengthen its position as a premium supplier and expand its footprint in high-value international markets.