LOCATION & SITE

Andhra Pradesh
Followed by U.P in India in terms of area under
mango production
Area :3.91 lakhs hectares
60% of the total area under fruits
Production : 31.35 lakh tones
Varieties : Banganpalli, Totapari, Suvarnarekha,
Peddarasam, Chinnarasam, Panakulu
Year wise Mango Production
Year Production (lakh)
2008 31.35
2007 22.31
2006 19.45
2005 18.98
2004 19.01
Source : www.agrostatsindia.com
Top ten Mango growing districts of A.P
S. No. Districts Area (hac.s)
1.
Krishna 61977
2.
Chittoor 48913
3.
Khammam 41840
4.
Vijayanagram 35634
5.
Warrangal 19745
6.
MehaboobNagar 18504
7.
Cuddapa 17606
8.
Adilabad 17044
Seasons of Mango Prodcution
Period March April May June
Variety
3rd
week
4th
week
1st
week
2nd
week
3rd
week
4th
week
1st
week
2nd
week
3rd
week
4th
week
1st
week
2nd
week
Panukulu
Su. Rekha
Banganpalli *
Peddarasam
Chirkurasam
Chennarasam
Rasalu
Totapari * *
Neelum
Panukulu 1
st
variety to arrive in the market
Banganpalli,Peddarasam,chirkurasam,Chennar
asam, Rasalu have good availability during the
peak season and contribute to the bulk of
supply.
3
rd
week of April to 2
nd
week of May is the
peak season where availability is highest .
Varieties grown
Table & Jelly Varieties: Banganpalli (Beneshan) , Totapari, Neelum,
Dashehari, Kesar, Rumani, Alphonso, Suvarnrekha , Peddarasam,
Chinnarasam, Cheukurasam, Panakulu.
Pickle Varieties: Jalal, KottapalliKobbari, RoyalSpecial, BobbiliPunasa,
Baramasi.
Totapuri
One of the commercial varieties of A.P. This variety is also known as
Collector & Bangalora.
This highly productive southern variety is about the first on the market. It
is available in the market from May to June.
Mediocre quality.
This variety is mostly used for mango jelly .
Banganpalli
Early mango (from the south) Good keeping and canning quality Better
yield
Biennial in habit Fruits some-what flat in shape
Good for jelly making
Krishna District :
Krishna District falls under Krishna-Godavari Zone.
Geographical area : 8.73 lakh ha consisting 50 mandals.
Ranks third in terms of agriculture development - natural resources and
entrepreneurial abilities - vast potential available in the district.
The major horticultural crops grown in the district are Mango distributed in almost
25 mandals.
Mango accounts for 70% of the total horticulture area of the district and ranks first
in respect of production in the state
Challenges in Mango pickle plant in
Krishna region :
Major activity in the district.
In organized sector - PRIYA Foods is the only one company engaged
in production of pickles and selling under the brand name of
PRIYA
It has wide distribution network across India. It has also presence
in European and US markets.
Due to the efforts of District Rural Development Agency (DRDA),
home scale production units, now dominate the industry.
7 prominent SHGs are engaged in production of pickles. They
arewidely spread in entire Krishna district. Their day-to-day
operations and marketing are linked to DRDA department. These
groups have captured the local market and can offer stiff
competition.
Competitors
List of prominent SHGs manufacturing pickles
is given in the following table.
Mango Jelly:
The activity is seasonal and confined to mango season.
Unused /mediocre quality fruits are used for making Jelly.
Raw material from ( krishna , West Godavari,Chittor) Nuzivedu
during mango season -Tandra in vernacular).
The manufacturing process is quite cheap and commands
very less price in the market.
Raw material procurement
48 tonnes /year at 65 % utilization
Through roadways .
Procurement from
Comission agents
Directly farmers
Markets for jelly and pickle variety mangoes in A.P.
Krishna
Chittor
Krishna district
Abundant availability of Totapuri (jelly ) , Chenna rasam
(pickle)
Nunna market is regarded as largest mango market.
Totapuri : Comes into the bearing quite early when compared
with other states.
Chenna rasam: This variety has got huge demand from other
districts also. The keeping quality of the pickle made from this
variety is very good. Nuzivedu has acquired the special
significance because of this variety.
Chittor
Though Krishna district four mango based units while Chittor
district has near about 50 units .
Clustering of mango based units :
Availability of raw material after the season at Krishna is over,
extended procurement period (45 days)
Huge mandis
Proximity to Chennai port.
Krishna district, on all these accounts, lags behind.
Varieties procured : Banganpalli, Totapari, Suvarnarekha,
Peddarasam, Chinnarasam, Panakulu
Railway station : 1 km from Chittor mandi
Nearest highway :Tirupathi
Season : May june june july
Average daily arrivals : 20 metric tonnes
Annual arrivals :31159
Packaging
Mango Pickles 300g.pouch
500g.pouch
1Kg.pouch
5Kg.Jar
2.5Kg.Jar.
200g.Std
200g pouch
400g. pouch
1Kg.Jar
Mango jelly
Kesar
Alphanso
Totapuri
Pricing
Product Pkg Box Dist.Rate. Retailer
Rate or
Campuse
M.R.P.
(1.Nos) (1.Box) (1.Nos.)
Mango Pickles 300g.pouch 24.00 7.30 175.20 8.50 15.00
500g.pouch 15.00 11.50 172.50 15.00 20.00
1Kg.pouch 10.00 21.00 210.00 25.00 36.00
5Kg.Jar 4.00 103.00 412.00 120.00 160.00
2.5Kg.Jar. 6.00 55.00 330.00 65.00 85.00
200g.Std 24.00 9.00 216.00 12.00 16.00
200g.Bott 24.00 13.50 324.00 16.00 22.00
400g.Bott 12.00 22.50 270.00 28.00 40.00
1Kg.Jar 12.00 32.00 384.00 40.00 55.00
Mango jelly
Kesar,totapuri 850g.Tin. 24.00 48.50 1164.00 53.00 75.00
Alphanso 850g.Tin. 24.00 50.00 1200.00 55.00 80.00
Kesar 3.1Kg.Tin. 6.00 166.50 999.00 183.00 225.00
1.Above rates are inclusive of sales tax and ex-factory
2.Replacement: No replacement of goods unless on quality parameters
PRODUCT MARKETING CHANNELS
Common item of our daily life.
TARGET CUSTOMERS
The cuisine of Andhra Pradesh is reputedly the spiciest and the most delicious of
all Indian cuisine.
Pickles and chutneys, called pachchadi in Telugu are particularly popular.
The mango pickle Aavakaaya is probably the best known of the Andhra pickles.
Andhra Pradesh is the largest producer of pickles in the country. Every year, nearly
80,000 kg of pickles are sold in Hyderabad alone.
The total population of hyderabad is 38,29,753 in 2001.
According to a research conducted by 90% population is pickle consuming i.e
34,46,778.
The company expects 20 % market penetration i.e 6,89,355
Future Scope
Export pickles to Gulf countries, Canada and US.
30% of their production can exported and rest sold in the
domestic markets.
Maintaining the HACCP (Hazard Analysis Critical Control Point)
system as the buyers demand for the same.
Retailing of pickles and ethnic foods
"Leak proof packing" of pickles : Polythene
pouches (4 pockets )
Polythene packets are procured from Coimbatore
one member of middle and high income segment
lives in abroad and carries with him a packet of
Pickle while on his onward journey to US
70000 such pockets in a year at a rate of Rs.15
per pack (only packing charges).