chapter- three profile of mango supply...
TRANSCRIPT
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Chapter- THREE
PROFILE OF MANGO SUPPLY CHAIN AND MARKET LOGISTICS IN RAIGAD DISTRICT
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3. Profile of Mango Supply Chain and Market Logistics in
Raigad District
3.1 Introduction
Kokan Region is on the boundary of Industrial Development. Kokan economy is
based on the trade of Mangoes, Fishes and Rice. Agriculture is the main occupation in
Raigad district. All the essential conditions regarding climate, rainfall and soil are present
in varying degrees throughout the Raigad district. Hence by nature mango crop grows
satisfactorily in Raigad district. The livelihood of most of the farmers in this district is
highly supplemented by the sale of mango fruits. In Raigad district, the mango orchards
are between the mountains with the trees which are laden with the delicious mangoes.
This district receives sufficient rainfall to support for satisfactory growth of
mango crop. And the climatic conditions are favorable for mango production. In addition,
there are many rivers and streams the water of which could be used to grow mango crops.
Mango production is in form of few plants in the backyards- the place which is called as
‘wadi’ in Raigad district and which is for home consumption. And other form is large-
scale production for the domestic and foreign markets. There are intensive mango
growing areas in Raigad district where mangoes are produced commercially and they are
marketed throughout the country and outside the country.
Despite this potential earlier preference of farmers was to cereals cultivation. But
now a day they have realized benefits of mango production. And government measures
(National Horticulture Mission) convince them to prefer mango production. Hence their
focus is diverted to mango production. In Raigad district adequate land and water
resources are available for irrigation development but their utilization level is poor.
Mango production in this district is uncoordinated and most of the mango farmers
produce similar varieties of mangoes (Preferably Alphonso and Payri).
Mango farmers in Raigad district are normally price takers from the
intermediaries. Some of the critical problems encountered Raigad mango production and
marketing are severe production seasonality, seasonal price fluctuations, poor pre-and
post harvest management, prevalence of pest and diseases, lack of scientific and cold
storage facility, inadequate and improper transport facility etc.
Mango is the cash crop of Raigad district farmers. Majority of the farmers are
engaged in production of mangoes. Because of favorable climate, soil and rainfall farmers
in Raigad district prefer to cultivate mangoes than other fruits. In Raigad district almost in
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all the villages’ mangoes are cultivated. Most of the farmers/pre-harvest contractors are
third- fourth- fifth generation mango farmers/pre-harvest contractors. Mango cultivation
and marketing generate employment opportunities for the people in Raigad district.
3.1.1 Location of Raigad District
Raigad district is located in the Kokan region of Maharashtra state. It is the coastal
district which is situated on the west coast. There are Sahyadri Ranges on eastern side &
Arabian Sea at Western side of the Raigad district. This district is located in the interior
regions of Kokan. (Sharma K.K., 2004).
Before 1869, Raigad district was involved in Thane district. After that it split
from Thane district. In ancient period it was named as ‘Kulaba’ then it was renamed as
‘Raigad’. Brihanmumbai, Thane, Pune, Satara and Ratnagiri districts are nearby districts
of the Raigad district.
3.1.2 Boundaries
The boundaries of Raigad district are as below;
East - Pune District.
West - The Arabian Sea.
North - Thane District.
South - Ratnagiri district.
3.1.3 Total Geographical Area and Area under forest
The geographical area of Raigad District is 7152 Sq. Km. which is 2.27% of the
total are of Maharashtra state. Geographically Raigad district has been divided into three
narrow strips which are;
A narrow strip near the sea border,
A narrow strip of fertile and flat land in the central part,
A narrow stip of mountainous area of Sahyadri on the east.
On the eastern part of Raigad district there are many slopes of mountains.
Geographical condition of this district is forest cover hence it is fairly rich in forest areas.
The Sahyadri Hills and Valleys are full of rainforest. Forest area is around 148700 hectors
during 2004-2005 (Madan Suryawanshi & Milind Suryawanshi, August, 2012).
The forests in Raigad district are of two types which are reserved forest (3/4 area)
and protected forest. There is control of the Forest department (85%) and the Revenue
Departments of the State Government on the respective forests in their charge. This dual
control over forest has created obstacles in the effective maintenance and proper
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development of a forestation. Forests consist of grass, valuable timber, tanning material
etc.
3.1.4 Hills and Rivers
The composition of Raigad district indicates Sahyadri Hills at one side and
Arabian Sea at the other side. Raigad topography is mainly hilly regions of the Sahyadri
Ranges (like a huge wall) and sandy beaches near the Arabian Sea. District consists of
many valleys & peaks. And land of Raigad district is developed on a hilly and irregular
surface. Hence ruggedness and uneven topography are the main features of this district.
The origin of many rivers and tributaries is Sahyadrian ranges. The main rivers of
district are Bhogavati, Ulhas, Patalganga, Amba, Kundalika, Savitri, etc. These rivers are
the source of water for farming in non-monsoon season. Towns and villages of Raigad
district are located on the banks of the rivers and on sea beaches.
3.1.5 Climate, Rainfall & Soils
The climate of the district is hot and humid with temperature ranging from
15.600C to 43.0 0C due to Arabian Sea to the West. In summer maximum temperature is
40°C and in winter minimum temperature is 8°C.
This district receives a lot of rain and rainy season starts in the month of June and
ends in the month of September. The annual rainfall varies from 2000 to 3000 mm. In the
year 2011 the average rain fall in the district was 3,920 mm (maximum- Matheran 4947
mm and minimum - at Pen at 2954 mm).
Soil of the Raigad district is clayey and red. This soil is useful for the cultivation
of mangoes, rice and many other crops. Land is fertile in the valleys of the rivers.
According to the topographical situation and location various groups of soils are found
which are khar or salt, varkas and coastal alluvial.
3.1.6 Divisions of Raigad District.
The district includes towns/cities of Alibag, Mangaon, Roha, Panvel, Pen,
Khopoli, Kharghar, Khalapur, Taloja, Patalganga, Uran, Rasayani, Nagothana, Poladpur,
Karjat and Mahad. Alibaug is the District Headquarter of Raigad District. There are total
fifteen talukas in Raigad district. This district is divided into 15 talukas and 1967 villages
which are indicated in the following table;
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Table No. 3.1 Divisions of Raigad District.
Sr.No. Taluka Villages
01 Alibag 218
05 Murud 74
03 Pen 171
04 Mahad 183
05 Shrivardhan 78
06 Mhasla 84
07 Poladpur 87
08 Mangaon 187
09 Roha 162
10 Pali 98
11 Tala 61
12 Panvel 177
13 Karjat 184
14 Khalapur 141
15 Uran 62
(Source- Raigad District Social-Economic Survey, 2012.)
Raigad district is also divided into four subdivisions which are Alibag, Mahad,
Mangaon and Panvel. Majority of the district area is covered by the villages.
3.1.7 Raigad Tourism
Raigad district is a famous religious part in Kokan region. It is a tourist center
with natural heritage. Large number of Indian and Foreign tourists visit every year to this
district. It has a long tradition of prosperous culture which is indicated through cultural
remains such as different forts, palaces, ancient temples etc. Many Indian and foreign
tourists throng the district to visit the historical forts of Raigad, Kulaba and Murud-Janjira
and to enjoy its beautiful beaches. Along with religious places and sea beaches, tourists
fall in love of Raigad district mangoes.
As compare to southern region of Kokan, Raigad district is developed due to the
nearness to the cities like Mumbai and Thane on one side and Pune on the other. The
historical background, sea beaches, forts, ancient temples are the attraction points for the
Indian and foreign tourists who frequently visit mostly in the periods from September to
May, having good pleasant climate and also coinciding with grand festival celebrations
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(Ganesh Festival in September and Holi and rural melas in March) and mango season.
Apart from these places, sea beaches at Kihim, Diveagar, Shriwardhan, Harihareshwar
and Murud are the points of attraction for the tourist. Following table reveals tourist
places in Raigad district;
Table No. 3.2 Tourist places in Raigad district.
Sr.No. Name of the Tourist Place Location1 Raigad Fort Raigad2 Temple of Varad Vinayak Ganpati Mahad
3 Isle of Gharapuri or Elephanta Uran4 Raigad museum Lower Station of Raigad Fort.
5 Murud Janjira Fort Murud Janjira6 Mandwa and Kihim Beach Kihim7 Memorial of Dr. Babasaheb Ambedkar Mahad
8 Karnala Bird Sanctuary Karnala9 Birla Ganesh Temple Salaw10 Jijamata Palace Pachad11 Kanakeshwar Near Alibag12 Temple of Lord Harihareshwar Hareshwar
13 Matheran Hill Station. Matheran14 Temple of Ballaleshwar Ganpati Pali.
15 Avchitgad Roha16 Bird Sanctuary Karnala17 Kolaba Fort Alibaug18 Koralai Fort Korlai19 Sudhagad Pali20 Padmadurg Murud21 Mahaganapati Nandgaon22 Somjai Temple and Peshwe Mandir Shirwardhan
23 Fansad Sanctuary Fansad24 Shivtharghal Near Mahad25 Buddha Leni Pale in Mahad26 Long Hot Springs Place Sav and Unhere
(Source: Field Survey)
3.1.8 Industries, Trade and Commerce
In Raigad district there are various industries at several places. Cottage industries
are also run in various parts of the district. Industrial profile of Raigad district is as below;
The biggest still market of Asia – Kalamboli in Raigad district.
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MIDC areas- Panvel, Khopoli, Kamothe, Roha, Taloja, Patalganga, Mahad, Bhagad
and Vile.
MIDC covers- 722 industrial units.
Co operative Industrial Development Corporation- 4 units & 8186 beneficiaries.
District Village Development Organization and the lead bank - 1516 units.
Total factories operating - 1444 factories, employed 1, 01,563 workers.
Following are some of the main companies operating in Raigad District.
Table No. 3.3- The main Companies in Raigad District
Sr. No. Name of the company
01 Hindustan Organic Chemicals
02 Hindustan Insecticides
03 National Chemicals and Fertilizers
04 Indian Petrochemicals
05 Indian Organic Chemicals
06 Maharashtra Agro Industries
07 Albrite Morarji & Pandit Colour Chem.
08 Hyco Products
09 Deepak Fertilizers & Chemicals
10 Reliance Textiles Industries
11 Reliance Industries
12 Grindwell Abesevz
13 Indian Aluminum
14 Sanghavi Steel
15 Mahindra Uniz Steel
16 Ramkisan Ispat
17 Zenith Steel Pipes and Industries
18 Hindustan Copper
(Source- Sharma K.K., 2004)
There are many industries in the district engaged in making cardboards, producing
medicines, making tiles for houses, making iron pipes, making bricks, making Ganesh
idols etc. Following goods are supplied to Raigad District from other parts of
Maharashtra.
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Table No.3.4 Goods supplied to Raigad District
Sr. No. Goods Supplied from
01 Building material Mumbai
02 Wheat, Jawar Pune
03 Chili Satara, Karad, Lonand, Wai
04 Medicines Mumbai
05 Specific Vegetables Pune
06 Shampoos Mumbai, Pune
07 Cosmetics Mumbai
08 Television, Washing machines, Refrigerators
Mumbai
(Source- Raigad Gazetteer, 2007)
Following goods are supplied on a large scale from Raigad District to other parts
of Maharashtra;
Table No. 3.5 Goods supplied from Raigad District
Sr.
No.
Goods Supplied to
01 Rice Entire Maharashtra, some parts of India 02 Salt Ratnagiri, Barshi, Latur, Nanded,
Parbhani, Solapur Pandharpur 03 Mangoes
(From all villages of district) Preferably to Mumbai, Pune, Satara, Mahabaleshwar and foreign countries
04 Specific Vegetables (From Pen, Panvel, Uran)
Mumbai
05 Fishes (From Revdanda, Revas, Murud, Shriwardhan, Karanja and Uran)
Entire Maharashtra, some parts of India and Foreign countries
06 Poha (From Pen, Panvel, Roha)
Pune, Thane, Mumbai
07 Areca nut, Cashunut, Coconut (From Shriwardhan, Murud)
Entire Maharashtra, some parts of India and Foreign countries
08 Ganesh Idols Entire Maharashtra, some parts of India and Foreign countries
(Source- Raigad Gazetteer, 2007)
Additional details of Raigad district are as below
Settlements in villages- Tiny hamlets of thatched huts & tile-roofed stone and
brick houses.
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More than 65% of people in villages use firewood for cooking.
Common fuel for lighting is still kerosene.
More than 9 newspapers are leading in the district.
1923 post offices (2010-2011).
Dr. Babasaheb Ambedkar Technological University- at Lonere.
3.1.9 Raigad Population
2.37% of Maharashtra population resides in Raigad district. Mahadev Koli,
Katkari, Thakur and Adivasis from Sahyadri Ranges are the important population along
with other communities. Due to high migration to cities urban dwellers had increased to
36.91% from 24.22% in 2001. Population density of Raigad district is of 368 inhabitants
per square kilometer (950 /sq mi). Urban area of this district consists of cities which are
Alibag, Mahad, Panvel, Roha and part of Navi Mumbai. Panvel is the largest city both in
terms of area and population. Following table indicates gender wise classification of
population in Raigad district;
Table No. 3.6 Gender wise Classification of population in Raigad district. (2001
Census)
Particulars Total Male Female District Population
22.07 lacs 11.17 lacs 10.90 lacs
Rural Population
16.73 lacs 8.34 lacs 8.39 lacs
Urban Population
5.34 lacs 2.83 lacs 2.51 lacs
(Source- Raigad District Social-Economic Survey, 2012.)
Distribution of population of Raigad district in rural area and urban area is
indicated in the following graph;
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Graph No. 3.1 Gender wise Distribution of Urban & Rural Population in Raigad
district.
Population of the Raigad district is steadily increasing. The percentage of rural
population which was 89.90 percent in 1961 decreased to 63.07% in 2011. Increasing
population and its growth rate are indicated in the following table;
Table No. 3.7 Increasing Population of Raigad District.
Year Rural Urban
1961 952 (89.90%) 107 (10.10%)
1971 1110 (87.89%) 153 (12.11%)
1981 1277 (85.88%) 210 (14.12%)
1991 1496 (81.97%) 329 (18.03%)
2001 1673 (75.77%) 535 (24.23%)
2011 1662 (63.07%) 973 (36.93%)
(Source: Raigad District Social and Economic Survey 2012)
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Graph No 3.2 Increasing Population of Raigad district.
Along with the increase in population literacy level is also increasing in Raigad
District which is up to 55%. Following table shows literacy rate in Raigad district.
Table No 3.8 Literacy and Illiteracy rate in Raigad district.
Literacy Rates (%)
Total 77
Male 86.1
Female 67.7
Illiteracy Rates (%)
Total 39.6
Male 30.9
Female 48.5
(Source- Raigad Gazetteer, 2007)
3.1.10 Agricultural Population
Agriculture is the main occupation in Raigad district. Most of the people (74.01%)
in Raigad district depend upon agriculture as a principal means of livelihood. People in
Raigad district are connected with both urban and rural life. Life of the Raigad people is
associated with agriculture, allied activities and industries. In the light of agricultural
production, socio-economic and cultural conditions have improved in this district.
3.1.11 Land Utilization Pattern
Agriculture and forest are the two important heads in the land utilization of the
district. Land utilization pattern of Raigad district can be depicted as below;
Total Geographical area - about 6, 87,000 ha
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Gross cropped area - 2, 17,000 ha (31.57 %)
Net sown area - 1, 89,000 ha (27.51 %)
Total irrigated area - 14,000 ha (7.41 %).
Double-cropped area is 23,000 ha.
The major crops grown in Raigad district are shown below;
Kharif season Rabi season
Rice Red Gram
Finger Millets Val (Green Gram)
Small Millets Dolichus Bean
Nagali or nachani Udid (black gram)
Vari Tur
Horticultural crops such as Mango, Cashew, Coconut, and Areca Nut are grown in
Raigad district. Some people are engaged in secondary agriculture activities like Poultry,
Dairy, Goat Rearing and fishery. Other crops which are grown in the Raigad district are
as below;
Food crops Non-food crops
Cereals and pulses Grass
Condiments Babuls
Spices Edible oil seeds
Fruits & Vegetables Fibers
Major share in the area under food crops is of Mangaon, Mahad, Alibag, Panvel and
Roha taluka.
3.2 Agricultural Seasons
Most of the households have well behind their house (the place is called as ‘Wadi’)
where mango trees and other trees are planted. That well fulfills the need of water of that
house and trees in the ‘Wadi’. Though Raigad district receives adequate rainfall irrigation
facilities are not well equipped. The net area irrigated in the district accounts for not even
one per cent of the total net area sown in it.
The early monsoon crops (kharif) are cultivated with rain water and late monsoon
crops (rabbi) are grown with the help of irrigation. Kharif Season starts in June-July and
ends in September-October. While Rabbi Season starts in September-October and ends in
April-May. (Sharma K.K., 2004)
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3.3 Financial Assistance to Agriculture
In agricultural sector of Indian economy main problem is rural indebtedness. It is
said that Indian farmer born in debt, lives in debt and dies in debt. Due to poverty and
instable income Indian farmers are always at the mercy of money-lenders. Before the
British regime, Tagai loan system was in existence to provide financial assistance to
farmers. Financial assistance is provided to the farmers through the following acts.
Table No 3.9 Financial Assistance to Farmers
Acts Land Improvement Loans Act Agriculturists' Loans Act
Year 1883 1884
Nature of Loan Long-term loans Short-term accommodation
Purpose Construction of wells and
tanks, preparation of land for
irrigation, drainage, reclamation
of land, enclosures,
Purchase of seed, fodder,
agricultural stock or
implements to hire cattle, to
rebuild houses destroyed by
calamities,
Issuing
Authority
Collector, Prant Officer and
Mamledar.
Collector, Prant Officer and
Mamledar.
Rate of Interest 8½ per cent 8½ per cent
Security Immovable property Immovable property
(Source: Raigad District Social-Economic Survey, 2012.)
3.4 Co-operative Farming
Co-operative farming refers to pooling of individual land of farmers and joint
management of it. It is significant in implementation of a progressive Indian agricultural
economy. This type of farming is beneficial to the farmers. Co-operative farming in the
Raigad district is in the form of tenant-farming. The common forms of cooperative
farming are as below;
Tenant-farming- Owns land or acquires it on lease, divides land into blocks,
gives block on a rental basis to the tiller who produces in accordance with the
society’s plan.
Collective farming- Uses own or leased land for cultivation, Share capital by
members with no dividend, if desire membership can be withdrawn and capital
refunded.
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Better farming - Land ownership management rest with the individual,
production and marketing facilities are provided.
Joint farming - Land of a small owner is pooled into one unit, proprietorship
rests with individual members and enjoys advantages of large-scale farming.
Table No. 3.10 Tenant-farming societies in Raigad district.
Sr. No. Name of the society Taluka1 Dapoli Co-operative Tenant-
Farming Society, Ltd.Roha
2 Dhanakane Co-operative Tenant-Farming Society, Ltd.
Roha
3 Kille Co-operative Tenant-Farming Society, Ltd.
Roha
4 Shirdhon Co-operative Tenant-Farming Society, Ltd.
Panvel
5 Anandwadi Co-operative Tenant-Farminig Society, Ltd.
Khalapur
6 Bhadivadi Co-operative Tenant-Farming Society, Ltd.
Karjat
(Source- Raigad Gazetteer, 2007)
In Raigad district out of six societies on the roll, only one Dapoli Co-operative
Tenant-Farming Society, Ltd. at Roha was functioning in 1959, while the remaining ones
could not continue with their operations for want of land, owned or leased. At that time it
was difficult to the farmers to pool their immovable property for the purpose of collective
cultivation due to the implementation of the Tenancy Act.
3.5 Agriculture Marketing Committees
Following Table depicts Agriculture Produce Market Committees in Raigad
district.
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Table no. 3.11 Agriculture Produce Market Committees in Raigad (Yearly Arrivals
and Values of Commodities.)
Arrival (Qtl)
Value(Rs)Arrival (Qtl)
Value(Rs)Arrival (Qtl)
Value(Rs)
1 Alibag 89595 68738800 152067 116536400 130352 89600235
2 Karjat 63667 53335300 89648 54981200 116139 75724300
3 Khalapur 26205 14898900 0 0 0 0
4 Mahad 33143 5952681 86509 47414855 80288 49296142
5 Mangaon 51148 34133800 47979 50944700 50315 28730118
6 Murud 38747 20580248 27758 20630060 36044 21746515
7 Panvel 1017016 784356324 1126890 1316832154 7625726 909507916
8 Pen 139366 75219040 114183 63191773 176988 99317916
9 Roha 132404 68974400 133286 68381400 134930 73919600
2001-2002 2002-2003 2003-2004Sr.No.
Agriculture Produce Market
Committee
(Source: MSAMB-APMC Profile)
3.6 Agricultural Research and Education.
Following research stations and centers (Kendra) are established in Raigad district;
1. Agricultural research station.
It is located at Karjat by the Government to undertake agronomic research and
botanical work in respect of the paddy crop.
2. Agricultural research sub stations.
Two sub-stations are located one at Khopoli and the other at Panvel. Along with the
research they produce nucleus seed and distribute the same to the registered seed growers so
as to enable them to multiply it at their taluka seed farms.
3. Agricultural demonstration centers
Under the Agriculture Department nine centers work on the fields to provide practical
education to the cultivators. These centers organized "grow-more-food campaigns" in order
to increase food production. Centers provide financial assistance to the farmers through their
schems like Scheme for distribution of manures and fertilizers and Scheme for the
development of horticultural crops.
4. Krishi Vidyan Kendra -1958
It is situated near Roha on the Bombay-Konkan-Goa road with an area of seventy-
five acres to grow various crops. This Kendra undertakes various activities and programmes
to educate, to aware and to encourage farmers to promote agriculture production and sale
with the application of latest technology. These activities are as below;
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Provides accommodation to fifty students every year.
Conducts socio-economic survey looking to geographical, economical status,
livestock population, cropping pattern, and training needs of the farmers.
Arranges various agriculture development programmes.
Creates awareness among farmers to adopt improved farm methods.
Provides Training to the farmers.
Arranges demonstrations, group discussions, study tours, exposure visits, exhibitions
and rallies.
Supplies of improved variety seeds, and planting materials.
Undertaken “Mega tree plantation programme”.
Establishment of “Farmer Scientist Forum” for discussion between farmers and
scientist.
Thus, with the help of agricultural education and research, the Krishi Vidyan
Kendra is trying to use land to the best economical advantage.
3.7 Horticulture Development
In Kokan region, fruits cultivated include Mango, Kokam, Jackfruit, Karonda,
Jamun etc. This cultivation is largely concentrated in Ratnagiri, Sindhudurg and Raigad
districts. Majority of the agriculture area is used for the cultivation of fruits. For fruit
production Raigad district has a advantage in terms of natural endowments namely;
1. Raigad district has the right soil (clayey and red) to grow different fruits.
2. Raigad district has the right climatic conditions (warm and humid) to grow varieties of
fruits.
3. Raigad district has abundant sources of water (wells and rivers) and heavy rainfall
(2000 to 3000 mm.) which are essential to cultivate fruits.
4. Raigad district has a rich and vast biodiversity which is favorable for growth of
various fruits.
3.7.1 Fruits Cultivation in Raigad District.
Along with mangoes many fruits are cultivated in Raigad district. Majority of the
fruit cultivation area is covered by mango cultivation. Following table indicates fruit
cultivation area in Raigad district.
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Table No. 3.12 Fruits Cultivation area, Production Area and Productivity in Raigad
district. (2009-2010)
ProductivityQintal/Hector
1 Amba 46418 11860 14217 11.192 Kaju 12984 5892 3535.2 63 Naral 3911 2200 225.725 1.034 Chiku 743 187 753 40.275 Keli 93 93 282 30.326 Limbu 11 11 26 23.647 Peru 37 31 105 33.878 Ramfal 13 13 36 27.699 Aawala 191 0 0 ERR
10 Jambhul 42 32 59 18.4411 Kokam 24 15 21 1412 Jam 17 17 92 54.1213 Karvand 491 491 467 9.5114 Ananas 16 6 11 18.3315 Papai 24 24 78 32.516 Bor 65 59 161 27.2917 Sitafal 36 21 56 26.6718 Fanas 35 20 82 4119 Papanas 3 3 17 56.6720 Chinch 30 30 129 43
65184 21005 20352.925 9.69
Sr. No. Name of the Fruit Cultivation Area (hector)
Production Area (hector)
Production (Metric ton)
Total
(Source: District Superintendent Agriculture Officer, Raigad- Alibag)
Graph No. 3.3 Fruit Production in Raigad District
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Out of 65184 hector fruit cultivation area 46418 hector area is covered under
mango cultivation. 71.21% of the fruit cultivation area is used for mango cultivation.
Raigad mango farmers prefer to cultivate mango than other fruits. The share of mango
production is 69.85% in total fruits production.
3.7.2 Fruits Processing in Raigad district.
Due to favorable soil, climate and adequate rainfall, different types of fruits are
cultivated in Raigad district. Fruit processing is done on a small scale, household and
cottage basis. Following table shows the various types of fruits processed in the industries
of Raigad district;
Table No. 3.13 Fruits Processing in Raigad district.
Sr. No. Fruits processed Products
01 Cashew nut Dry Fruit
02 Mango Jam, Pickles, Juice, Jelly etc.
03 Pomegranate Ayurvedic Medicine
04 Custard Apple Jam
05 Papaya Baby food
06 Guava Jam and Jelly
07 Kokum Sarbat, Chips
(Source: Sharma. K.K., 2004)
3.8 Mango Cultivation
In Maharashtra State, the area under mango cultivation is 381466 hectares and
mango production is 810384 Metric Tons. Kokan region of Maharashtra is well known
for mango production. Especially it is famous for the commercial production of world
famous mango variety Alphonso. Area under mango cultivation in Kokan region is
140319 hectares and mango production is 293673 M.T. (Rane A.A., 2000)
In Maharashtra the Kokan region is blessed with the famous mango variety which
is Alphonso. Warm and humid climate, an assured rainfall (3000 to 4000 mm), rain free
blossoming season (November to May) and well-drained lateritic soils are ideal for
growing mango crop in general and Alphonso in particular in Kokan region. In the entire
coastal Kokan belt the mango producers prefer to cultivate Alphonso variety to fetch
substantial profit. Profile of mango cultivation area in Kokan region is as below;
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Total area under mango cultivation in Kokan - 1.43 lakh ha.
Total area under mango cultivation- 1.30 lakh ha.
(Ratnagiri, Sindhudurg and Raigad)
Ratnagiri - 0.39 lakh ha.
Raigad- 0.33 lakh ha.
Thane - 0.28 lakh ha.
Sindhudurg - 0.23 lakh ha.
According to data with the Maharashtra State Agricultural Marketing Board
(MSAMB), Ratnagiri, Sindhudurg districts produce about 2.9 lakh tones of mangoes.
Different mango varieties are also produced in Raigad and Thane districts. The largest
mango production in Kokan region is in Devgad taluka (Sindhudurg district) which is
about 50,000 metric tones per year. Alphonso mangoes are mainly grown in the Kokan
region, especially in Ratnagiri, Sindhudurg and Raigad districts. (Rane A. A., 2000)
Mango production in Kokan region has shown downtrend as shown in below table;
Table No. 3.14 Mango Production in Kokan Region
Sr.No. Year Production in MT
01 2010 320000
02 2011 256000
03 2012 123000
04 2013 128000
(Source: PTI, 26th April, 2013)
In Kokan region mango production is reduced due to unfavorable changes in the
climate, unexpected rain and cold wind. (Pranay Patil, 2014) But in Raigad and Thane
District the area under mango cultivation is increased rapidly because of inclusion of the
fruit crops in Employment Guarantee Scheme by the Govt. of Maharashtra. But the major
mango production comes from Sindhudurg and Ratnagiri districts of Konkan. For this,
research on various need-based management packages of mango production system was
undertaken at Dr. Balasaheb Sawant Konkan Krishi Vidyapeeth, Dapoli.
Profile of mango cultivation area in Raigad district is as below;
The geographical area - 7152 Sq. Km.
Fruit cultivation area - 65184 hector.
Mango cultivation area - 46418 hector.
Cultivation area under Alphonso mango variety- 21000 hector.
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Total mango production – 179.3 (00’t)
Total productivity – 1512 (kg/ha)
3.8.1 Mango varieties cultivated in Raigad district
Though the planted mango fruit has major two mango varieties, the Alphonso
(hapoos) and the Pairi but different mango varieties are cultivated in Raigad district
which are as follows;
Table No.3.15 Mango varieties cultivated in Raigad district.
Sr. No. Mango Variety
01 Alphonso
02 Payri
03 Kesar
04 Rajapuri
05 Neelam
06 Wanraj
07 Mallika
08 Totapuri
09 Gotya
10 Ratna
11 Aamrapali
12 Raiwal
13 Balsar
(Source: Field Survey)
Near about 46% of the mango cultivation area in Raigad district is covered by the
cultivation of Alphonso mango variety which has tremendous demand in Indian and
foreign markets.
3.8.2 Mango Production Area, Production and Productivity in Raigad District.
Total area under fruit cultivation in Raigad district is 65184 hectors and out of
which 46418 hectors area (71.21%) is under mango cultivation. Raigad mango farmers
prefer to cultivate mangoes as the demand of Kokan mangoes is increasing in Indian and
International markets and the fruit crop is included in Employment Guarantee Scheme of
Government of Maharashtra. Along with the farmers in Ratnagiri district, farmers of Pen
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and Alibag started to cultivate Alphonso variety on large scale basis. Following table
depicts mango production area, production and productivity in Raigad district;
Table No. 3.16 Year Wise Mango Production Area, Production and Productivity in
Raigad District.
Production Productivity(metric ton) (tons/ha)
1 2006-2007 11776 13908 1.182 2007-2008 11940 14812 1.243 2008-2009 12105 11648 0.964 2009-2010 11860 14217 1.195 2010-2011 11967 20160 1.686 2011-2012 14580 14726 1.017 2012-2013 11220 21494 1.928 2013-2014 15280 14840 0.979 2014-2015 14500 - -
Sr. No. Year Production Area (hector)
(Source: District Superintendent Agriculture Officer, Raigad- Alibag)
Graph No. 3.4 Mango Production Area, Production and Productivity in Raigad District.
The above table and graph depict that the mango production and productivity is
increased in the year 2010-2011 and 2012-2013. The decrease in mango production is due
to unfavorable climatic changes, unexpected rain and heavy wind. And some mango
orchards are senile and old hence productivity level is reduced.
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3.8.3 Taluka-wise Mango Cultivation Area, Production Area and Production
In Raigad district conditions are conducive by nature to cultivate mangoes on a
large scale basis. Mango Cultivation Area, Production Area and Production of different
talukas in Raigad district are depicted in the following table;
Table No. 3.17 Taluka-wise Mango Cultivation Area, Production Area and
Production
Production in (metric ton)
Production in (metric ton)
2006-2007 2009-20101 Alibaug 4952 2971 3424 35422 Pen 3250 775 924 9453 Murud 2152 690 825 8624 Karjat 5245 956 1142 11625 Khalapur 2345 412 642 6556 Panvel 3525 412 524 5427 Uran 860 139 152 1538 Mangoan 4162 715 756 7599 Tala 956 270 352 38510 Roha 4452 1292 1625 164511 Pali 3002 538 754 75212 Mahad 4466 915 858 86013 Poladpur 1256 140 134 13514 Mhasala 2829 690 754 75515 Shriwardhan 2966 945 1042 1065
46418 11860 13908 14217
Sr. No. Taluka Production Area (hector)
Total
Cultivation Area
(Source: District Superintendent Agriculture Officer, Raigad- Alibag)
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Graph No. 3.5 Taluka-wise Mango Cultivation Area, Production Area and
Production.
The largest mango production in Raigad district is in Alibaug taluka. Comparison
between mango production in the year 2006-2007 and 2009-2010 shows that mango
production is increasing in each taluka of Raigad district.
Alphonso mangoes enjoy goodwill largely because it is so scarce in other parts of
India and world it is primarily grown in Kokan region of Maharashtra. Alphonso mangoes
command highest price in mango market due to its delicious taste, texture and color.
Recently mango farmers have realised about the profitability of the Alphonso cultivation.
As its demand is increasing in international market it is assuming so much importance in
recent years. Hence as per the advice of the Agriculture Department a number of rival
mango trees are being grafted into Alphonso/ Hapoos trees. (Report of agriculture office,
Shriwardhan taluka, 2012)
A deep and well drained soil for deep-rooted crop, dry weather for a period of
about eight months (October to June), for successful fruiting and rainfall between eight to
a hundred inches are the essential conditions for satisfactory mango crop growth. All
these conditions are in existence in Raigad district. (Report of Agriculture Office,
Mhasala, 2013)
In Raigad district mango cultivation area occupied was 1,529 acres in the year
1958-59 out of which share of Alibag, Shriwardhan, and Mhasla was over seventy-five
per cent. Mango growers in Raigad district plant the mango seedlings from June to late
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July (rainy season) and starts harvesting after 5-7 years after planting. Special care and
provisions have to be exercised at the nursery of the crop before planting.
Mango cultivation procedure in Raigad district consists of different stages which
are below;
Pits of 3' x 3' x 3' inch is dug to plant the mango grafts.
The soil from upper and lower strata is kept separately.
Upper strata of the soil are used first.
Subsequently, lower strata soil is used to fill the pits.
To fill the pits farm-yard manure, bone-meal, FYM/compost, Methyl
Parathion, Carbonyls powder and Super phosphates are mixed in required
proportionate.
The pits are filled before rain.
Soil round the plant is pressed.
Watering for about two years after planting.
Every year, regular manuring for the planted crop.
After 4-5 years mango tree flowers.
Flowers are nipped off for the first four years.
A mango tree from ten to twenty years old, on an average bears 500 fruits. A
sufficiently grown-up tree bears up to 2000 fruits during favorable seasons. In Raigad
district there are good yielding mango trees with best quality fruits. Some mango trees are
exhaustively exploited due to use of Cultar and their ages are too old to bear quality
mango produce. (Report of Agriculture Office, Tala, 2013) Approximate cost of mango
project of one acre land is depicted as below;
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Table No. 3.18 Cost of Mango Project of One Acre Land.
Sr. No. Proposed Expenditure (in Rs.)
1(i) Cost of planting material 2,000
(ii) Fertilizers 5,000(iii)
Insecticides & pesticides 2,000
(iv) Labor Cost 8,400(v) Others expenses. 3,600
Subtotal 21,0002
(i) Well/Pump 40,000(ii) Pipeline 3000(iii Others Expenses 2000
Subtotal 45,0003 25,0004
(i) Storage 15,000(ii) Labor room 5,000(iii Equipments 5,400
Subtotal 25,4005
(i) Soil Leveling 4,000(ii) Fencing 29,600
Subtotal 33,6001,50,000
Component
Cultivation Expenditure
Irrigation Expenditure
Cost of Sprinkler /DripInfrastructure Expenditure
Land Development Expenditure
Grand Total
(Source: Mango Horticulture Board)
Mango farmers in Raigad district have to face different problems in cultivation of
mango fruit. These problems are mentioned below;
3.8.4 Problems in cultivation of mangoes.
For Raigad mango farmers, plant material including grafts and seeds of new
varieties is not available on time and in their own district. They have to bring it
from Ratnagiri and Sindhudurg district. Non-availability of improved planting
material is another problem. Hence some time they have to use inferior and low
yielding materials.
Most of the mango trees have irregular bearing habit hence production and
productivity of every year is different. Mango fruit size is also different though in
one orchard majority of the mango trees are cultivated at the same time.
Mango season is followed by monsoon. Early monsoon in May affects the mango
quality. Heavy rain in Raigad district is also the constraint in mango cultivation.
Rain water enters through stalk in mango fruit. This results into black marks on
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mango. Unexpected rain in mango flowers season results into postponing of
mango season and also affects on raw mangoes.
Due to mango cuts, punctures, bruises and mechanical injuries, diseases and decay
wastage rate is increased.
Mango farmers in Raigad district suffer from unfavorable and frequent changes in
climate (non seasonal rain & global warming) which adversely affects mango
production and quality. Due to attack by mango hopers at flowering and fruit
setting stage production becomes uncertain. Most of the time mango season is adversely affected by nature cycle.
Inadequate water supply, low use of fertilizers & nutrition’s and sudden change in
climate result into more fall of mango flowers and scale of production is reduced.
Mango farmers do not possess scientific knowledge about pre and post harvest
management. Though in this regard assistance and advice is provided by the
taluka agriculture offices in the district. But they do not avail of it or they do not
take it seriously. Hence mango production is too traditional and not market
oriented.
The district Raigad is surrounded by mountains and forests. Monkeys in forest
pluck mangoes at raw stages too. Scale of damage of fruits by monkeys is high
due to hilly and forest area which increases mango protection cost. Along with
this birds eat certain percentage of ripped mangoes. High winds before monsoon
results into more fall of mango fruits.
There are old mango orchards (which are needed to be renewed) and over
exploited mango orchards in Raigad district which give low production.
Many times mango orchards are taken on contract basis by pre-harvest contractors
for the particular mango season or for 1 or 2 years. They do not pay proper
attention on mango orchards and related work. As orchards are not own by them
they do not take proper care of it. They pay attention only on mango fruits for the
contract period.
Some pre-harvest contractors do excessive use of Cultar (Paclobutrazol) due to
which fruit bearing capacity of the tree is overexploited.
3.9 Raigad Mango Orchards on Contract Basis
Majority of the mango farmers give their mango orchards on contract basis for the
specific duration or mango season. In Raigad district this contract system is also called as
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‘Pagdi’ system. Mango farmers do not generally undertake wholesale distribution of
mangoes, as it is a common practice to lease out the orchards to pre-harvest contractors.
These pre-harvest contractors take care crop till maturity and then dispose of the produce
in distant markets.
This contract is simply an understanding between a tree owner (mango farmer)
and a contractor. Generally, the contracts are done for short duration, usually for only one
production season. This contract is made by observing the mango flowers/raw mangoes.
The contract is made at any one of the following stages of mango orchard.
At flowering stage.
At fruit setting stage. (Button stage)
After fruit setting stage. (Raw mango stage)
In most of the mango orchards more than one mango variety is cultivated which
extends the harvesting period. But majority of the trees planted are of Alphonso variety.
Contractor contacts with the growers 3-4 months before the harvest season. As the risk of
mango production at the pre flowering stage is comparatively higher than the post
flowering stage, they take orchards on contract after the mango flowering. In this system
most of the contracts are verbal in nature and based on trust and relationships between the
mango farmers and contractors.
In Raigad district according to a specific religion it is not fair to contract with the
mango farmers at the flowering stage and fruit setting stage. Pre-harvest contractors make
contract only after fruit setting stage. (Raw mango stage) Because if the contract is made
at the flowering stage and the flowers will fall due to changes in weather then it will be
treated that the injustice is done by the mango farmer with the pre-harvest contractor.
Most of the mango farmers sell expected mango crop at the time of or before fruit
setting to avoid the risk and uncertainty in production and marketing. Contractors decide
the amount of contract on the basis of amount of bloom.
Contract is mostly decided on the basis of mutual understanding. The pre harvest
contractors are dominant players in the mango market chain across the Raigad district.
Usually mango farmers avoid facing risk in mango production and marketing. When
mango farmers sell their produce to the pre-harvest contractors, they have to bear only
production cost and not the marketing cost. The pre-harvest contractors make the
payment for each post-harvest operation. Contractors have to bear the expenditure on pre-
harvest activities, in addition to post-harvest marketing activities.
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The main reasons behind giving mango orchards on contract basis to pre-harvest
contractors are as under;
a) Raigad mango farmers have fear of high risk of spoilage of fruits from natural
calamities and unexpected changes in climate.
b) They have no assurance of higher prices in mango markets.
c) Another fear is of delay in getting payment of mango produce.
d) They require immediate money to settle the earlier debts.
e) They want to be free from the complex and critical mango marketing procedure and
formalities and also the further risks in mango marketing.
f) Mango transportation cost to distant markets is not affordable to many mango farmers
as there is increase in cost due to rise in petrol, diesels and vehicle maintenance expenses.
g) Lack of market information is another reason why they do not want to actively involve
in mango marketing.
The people who have no own mango orchards but involved in mango business
take mango orchards on contract basis. In Raigad district there are also some contractors
those who have own mango trees but for additional gain they take mango orchards of
other mango farmers on contract basis. Contractors are the advance buyers of mangoes.
They are doing their business all over mango growing places in Raigad district and
making the mango business competitive.
Once contract is made further all responsibility i.e. protection of mango orchards,
cleaning of orchards, care of raw mangoes, using pesticides& fertilizers, payment of
watchmen, plucking of mangoes, storing of mangoes, packing and packaging, grading,
standardization, risk bearing, and remaining all other marketing functions remains with
the contractor. Mango farmers get free from the burden of these functions. Though it
minimizes hard work and risks of mango farmers but it reduces their level of profit.
There are various schemes introduced and implemented by Agriculture Offices of
various Talukas in Raigad district but most of the farmers are not aware of those schemes.
This is because of low literacy rate and lack of exposure to new media options like
internet. The mango farmers, who are aware of the government schemes, are not taking
the benefits of the same. They are not aware that by using latest technology production
and marketing of mangoes can be promoted. Due to this unawareness they do not dare to
involve in mango marketing.
Hence cultivation aspect is completed by the farmers who are farm owners and
marketing aspect is completed by middlemen who are the contractors. It separates
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production management and marketing management responsibility in to two parties. The
contract amount is fixed for each tree. As this contract is made before fruit bearing there
may be chances that some trees bear less fruits than expectation or even no fruits. In such
a case loss due this is compensated with the mango trees which bear more fruits than
expectation. Generally contract price is determined by taking into consideration following
factors;
1. Area of mango orchard.
2. Total number of trees in the orchard.
3. Fruit bearing capacity of the mango tress.
4. Relations between mango farmer and contractor.
5. Competition amongst the contractors in specific area.
6. Need of both the parties.
7. Prevailing contract prices in the specific area.
8. Pricing strategy of leading contractor.
9. Past contract.
10. Past experience.
Some pre-harvest contractors pay half of the agreed contract amount at the time of
contract, some amount at the middle of the mango season and remaining before the end of
mango season. Some mango farmers do not give all the trees in mango orchard on
contract basis. They keep few mango trees for own mango consumption. A mango farmer
in village of Mangaon taluka possesses total 600 mango trees but in every year do not
give all trees on contract basis. Mostly 100 trees are kept for family and relative
consumption and local sale purpose.
There is competition amongst the mango contractors from the same village. In
each year mango orchard or mango trees which are to be taken on contract basis is
generally fixed by them. But contract price of a tree which bears more raw mangoes than
other in a particular village is decided just like the price in auction. It is a prestigious issue
to take that tree on contract basis. Mango tree owner gets benefit of such situations by
getting more prices.
There are some mango farmers who return some part of contract price when some
mango trees do not bear fruits after contract in a specific mango season. This is to
maintain good relations with the pre-harvest contractor with whom contract is made from
last many years. In such a way measures are undertaken by both the parties to maintain
good relationships and to continue contract with each other.
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3.10 Supply Chain for Marketing of Raigad Mangoes.
In Raigad district most of the mango cultivation is in remote villages. And
mangoes are consumed in local, regional, national and international market. Hence
different agencies and functionaries are engaged between mango farmers and the
consumers. Mango market participants are in the exchange functions between mango
farmer and final consumer.
Market participants include: producers, village merchants, wholesalers, retailers,
pre harvest contractors, processors, commission agents and final consumers of the mango.
The pre-harvest contractor is the most prevalent marketing channel selected by the mango
farmers, because it involved low risk. The bulk of mango trade is organised around
traditional lines. Raigad mango marketing is mainly controlled by intermediaries like pre-
harvest contractors, wholesalers and commission agents. In Raigad district area under
horticulture is expanded but the mango marketing is not organized. APMCs in Mumbai
and Pune where majority of Raigad mangoes are sent are dominated by the intermediaries
who decide the prices of mangoes.
Only a small number of mango farmers have direct dealings with the consumers
mostly these consumers are those people who are as below;
Local consumers.
Consumers from other areas who are known to mango farmers.
Consumers with whom he had previous transactions.
Consumers who are the known people of relatives of the mango farmers.
Consumers who approached to mango farmers by taking reference from
other consumers.
3.10.1 Functionaries in Mango Supply Chain
The route taken by Raigad mangoes from mango farmers to consumers consists of
many intermediaries. The functions and responsibilities of every intermediary are
different, which are mentioned below;
Mango Farmers: Mango farmer is the first link in mango supply chain that
cultivates mangoes and supply them directly or indirectly. For mango production they use
their own land and bear expenses in cultivation. They have to sell their produce right after
harvest. At the harvesting period they pluck the mangoes may at every evening or after
certain interval. Plucked fruits are collected at a specific place in the mango orchard.
Right after collection, the mangoes are taken either to road side, local market, or handed
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over to the local collectors/wholesalers/commission agents/processors/retailers. The
mango farmers those who have not given orchards on contract basis sale mango produce
directly to wholesalers or retailers or consumers.
Pre-harvest contractors: These are the main intermediaries in supply chain of
Raigad mango marketing. Once the mango orchard or mango trees are taken on contract
basis they take further all responsibility of harvested mangoes and marketing functions.
The main post-harvest marketing cost is bared by the pre-harvest contractors. They have
to pay for spray of pesticides. Some pre-harvest contractors use cultar (Paclobutrazol) for
more and early fruit bearing but with the prior permission of mango farmers. For loading
and unloading of mangoes, pre-harvest contractors have to pay charges ‘hamali’ to the
laborers. The rate of this ‘hamali’ is Rs. 2 per mango box. They sell mangoes to
commission agents/ retailers who take care of proper storage, packaging and transport of
mangoes. Usually pre–harvest contractors are financed by commission agents or
wholesalers. Hence they are obliged to sell the produce through the specific commission
agents. These pre-harvest contractors are more depend on middlemen involved in
Mumbai and Pune market.
Wholesalers/Commission Agents: By using financial capacity and update
information wholesalers and commission agents purchase in bulk quantities. They
purchase mangoes either directly from mango farmers or from pre-harvest contractors.
They sale purchased mangoes, to regional markets, terminal markets and processors.
They packed the mangoes in the premises of market and sell them outside the market.
Wholesalers have to incur expenditure on sorting & grading, packing material,
transportation, octroi, loading / unloading, establishment and other miscellaneous items.
Sometimes, they also act as commission agents.
A commission agent is a vital link in Raigad mango marketing. Raigad mango
farmers/ pre-harvest contractors take advance amount from the commission agents from
APMC Vashi /Pune. In this way mangoes are booked in advance by the Commission
agents. Commission agents from APMC, Vashi have to pay unloading charges and
carrying charges (Hamali) at the market. For each box with 4 dozen mangoes they have to
pay Hamali of Rs. 6/-.
Retailers: Retailer is an intermediary who sells to final consumers. Retailers are
either local people of Raigad district or coming from other districts Like Mumbai, Thane,
Pune, etc. They buy harvested mangoes from mango farmers/pre-harvest
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contractors/wholesalers/commission agents. They usually sell mango in the local market
or dispatch it for other big markets. Some retailers do business in a group. The local
retailers sell their mangoes in different local markets and urban Retailers sell through
their stalls/shops in the urban areas. There are local people in Raigad district those who
collect mangoes from the mango farmers in villages and then resale to the known people
or retailers in the cities. These people have good knowledge of mango farmers, areas of
mango surplus and cultivation in their area. There are some local collectors those who
collect mangoes from the villages and then hands over them to their relatives in the cities
to sell to the city consumers staying in the area of relatives. In Raigad district these local
collectors are very few in number.
Processors: In Raigad district processors generally purchase mangoes directly
from the mango farmers or pre-harvest contractors. Mostly they purchase mangoes on
weight (Kilogram) basis and not on unit basis. Raigad mango farmers/pre-harvest
contractors mostly sell ripped mangoes and at the end of mango season to the processors.
Mango processing in the Raigad district is apparently limited to canning process.
Consumers: Raigad mango marketing is for local, regional, national and
international consumers. Local consumers from Raigad district get the mangoes at
moderate price but of low quality and small size as high quality and big size mangoes are
sent to city markets. Local consumers do more bargaining while purchasing the mangoes
to lower the price. They purchase mangoes directly from mango farmers or pre-harvest
contractors or from the retailers. (From fruit stalls) Local consumers prefer to purchase
the mangoes which are placed on roadside and mangoes which are bring in the local
market by Katkari people. Mostly Raigad mangoes reach up to the regional, national and
foreign consumers through intermediaries. Consumers prefer fresh, tasty and large size
mangoes.
3.10.2 Raigad Mango Marketing Channels.
Mangoes are perishable and the distance between mango grower and consumer is
high so multiple channels are used for marketing of mangoes. The channels used for
Raigad mango marketing are depicted below;
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(0 Level) (1 Level) (1 Level) (2 Level) (0 Level) (1 Level) Mango Mango Mango Mango Mango Mango Grower Grower Grower Grower Grower Grower
Pre-harvest Pre-harvest Pre-harvestContractor Contractor Contractor
Retailer
Consumer Consumer Consumer Consumer Processor Processor
Retailer
(3 Level) (4 Level) (3 Level) (2 Level) (1 Level) (3 Level) (2 Level) Mango Mango Mango Mango Mango Mango Mango Grower Grower Grower Grower Grower Grower Grower
Pre-harvest Pre-harvest Pre-harvest Pre-harvest Pre-harvest Pre-harvest
Contractor Contractor Contractor Contractor Contractor Contractor
Local Commission Commission Commission CommissionCollector Agent Agent Agent Agent
Wholesaler Wholesaler Wholesaler
Retailer Retailer Retailer Retailer
Consumer Consumer Consumer Consumer Processor Processor Processor
1. For Local Market.
2) For National Market.
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3. For International Market
(Source: Field Survey)
3.10.3 Raigad Mango Local Marketing.
Mango plays an important role in Kokan economy. In each year mango turnover
in Kokan region is in crores. Along with this mango business provides many employment
opportunities to Kokan people. Day by day demand of Kokan mangoes is increasing in
Indian and foreign markets. In Raigad district mangoes are available for sale between
April and June. Raigad mango season begins after ‘Holi’ festival. Mango farmers/pre-
harvest contractors pluck the mangoes at raw stage and send them to wholesale market
where mangoes are ripped in rippening chember.
For Raigad mango marketing, mass market is divided on the basis of Geographic
segmentation. Accordingly mango marketing is at local, regional, national and
international level. There are four selling options for Raigad mangoes which include:
right in the field, sell at nearby markets, to access distant markets and to export abroad.
Marketing effors vary according to the segmented market.
In Raigad district local sale is by mango farmers, pre-harvest contractors and
retailers. It is in nearby local markets. The sale is through shed or open. It affects on the
quality of mangoes. Generally mangoes of big size and high quality are not place in the
(4 Level) (4 Level) Mango Mango Grower Grower
Pre-harvestContractor
Commission CommissionAgent Agent
Exporter Exporter
Foreign Distribution Channels
Foreign Distribution Channels
Foreign ForeignConsumer Consumer
Local Collector
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local market. Most of the mango farmers those who cultivate mangoes on a large scale
basis do not concentrate on local market. Local market is captured by the mango farmers
having small number of trees, local people having one or two mango trees in Wadi and
the retailers.
Mango farmers those who cultivate mangoes on a small scale basis or having less
mango tress prefer to sale in local market. Most of the large mango farmers and pre-
harvest contractors do no prefer to place mangoes in local market. For local sale mango
cultivators do not have specific space in market. This is due to seasonal sale of mangoes.
Most of the local sale of mangoes is on roadside. The marketable supply by the mango
farmers is the mangoes which are remained after their household consumption. Some
mango farmers bring mangoes in the ‘topali’ (a carrier made by bamboo sticks in circular
shape) which is carried on their head up to the local market. Mango farmers take help of
family members to sell mangoes in local market. Some nearby and known local
consumers prefer to go directly to the house of mango farmers and purchase mangoes
from their house.
Some mango farmers/ local collectors move from village to village by bringing
the mangoes in a ‘topali’ on their head. It is door to door sale of mangoes. While some
mango farmers do door to door sale by keeping the ‘topali’ on cycle carrier. They shout
loudly to attract the attention of local people. Besides this some mango farmers keep the
mangoes in front of their house to sell and to attract the attention of the passer byes. This
display works as an element of integrated marketing communication.
Some mango retailers those who sale other fruits have stalls or sheds for mango
local sale. They do sale of seasonal fruits. Mostly they purchase mangoes from mango
farmers/pre-harvest contractors from whom they used to purchase in every mango season.
Retailers are the local people who try to promote the mango sale with the help of public
relations and attractive display. Some retailers do sale directly from their house without
placing the mangoes in local market.
Some mango contractors keep mangoes at front side of their house for
Advertising. Mango contractors keep aside mango boxes for these people before sending
mangoes to cities, market committee or other regions. Mostly early ripped/ripped
mangoes are kept aside for this purpose. All pre-harvest contractors do local sale directly
from their house/store room/sorting place/mango orchard without placing the mangoes in
local market. Some tourist those who visit in mango season at Raigad tourist places do
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enquiry about the mango sellers of that area with the owners of hotels/lodges/ boarding or
with the local people.
People from the local area purchase the mangoes from the mango growers or
mango contractors to whom they know from last many years and from whom they used to
purchase mangoes in every mango season. Mango growers/contractors do not reach the
mangoes to the house of these people but people come to their house for purchasing. It
means special efforts are not taken by the mango growers/contractors for such sale.
Mango warehousing for local sale is in a room of house of mango farmers/ harvest
contractors/retailers. For transportation local mini media like tempo, six seater, etc, are
used. Basically mango marketers focus to fulfill the mango need of local and regional
people. Special efforts of sales promotion are not undertaken. Mouth publicity is useful in
this case.
Most of the time mango varieties other than Alphonso are selected for local sale.
These include Raival, Neelam, Payri etc. From Alphonso variety, mangoes which are
early ripped, small size and remained after sending to APMC are placed in local market.
Mango sellers do not take proper care and required efforts for effective local marketing.
Because of this scale of wastage is high.Some pre-harvest contractors place mangoes in
local market at the end of the season after fulfilling the demand of city commisssion
agents. Generally local consumers do not prefer to purchase Alphonso variety at the
beginning of the season as the prices are very high.
Adivasi and Katkari people are employed as a watchman of mango orchard. They
stay along with the family in mango orchard. They also sell mangoes which are naturally
fall and purposely plucked by them. In these mangoes some percentage of mangoes are
always damaged and mangoes of different varieties are placed at one place. They do sale
on roadside. Their place of selling is not fixed. It changes according to availability of
place.
Raigad district consists of many tourist places. Large number of Indian and
Foreign tourist visit to Raigad tourist places every year. The number of tourist especially
increases in summer season. Mango season is in summer season. These tourists purchase
mangoes from the concerned local market. In mango peak period mangoes are sold on
roadside of Mumbai-Goa Highway. For local marketing mango farmers/pre-harvest
contractors do not use any powder to ripe the mangoes early. Mangoes are ripped
naturally hence they are preferred by the tourist.
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Most of the native persons of Raigad district are having at least one mango tree in
his ‘Wadi’ or near to house. This tree fulfills the mango need of that family and relatives.
From the earners group (youth), there are majority of people in Raigad district who have
migrated mostly to Mumbai, Mumbai Suburban, Pune, some to other parts of India and
even to foreign countries (mostly Arabian countries ) to earn money. Mangoes cultivated
at their native places are sent to these migrated people by their family members or friends
or relatives.
In summer vacation some people from Raigad district go to meet relatives.
Amongst these people those who have mango trees in their ‘Wadi’ or in surrounding area
of house, carry mangoes for their relatives. Giving mango box as a gift to friends/
relatives/neighbourers is the habitual part of Raigad people who are having mango
orchards/trees. In Raigad district it is customary to give mango boxes to friends,
colleagues and bosses as a mark of respect and love.
The major constraint is to arrange storage of mangoes in local market places. Local people do more bargaining for these mangoes. Regional sale is by adopting direct
or indirect channel of distribution. This is mostly by the fruits traders. These traders
purchase in bulk from the mango growers. For regional marketing transportation media
like tempo, trucks etc. are used.
A mango farmer from Bhoste village planted saplings bought from Ratnagiri, &
Devgad 46 years ago. Now he sells about 40000 mangoes in a year. While a mango
farmer from Chorende village, near Alibaug, sells an average of 24000 mangoes out of
which 80% are Alphonso to the fruit sellers in Mumbai, at Rs. 200-300 a dozen. A mango
farmer in Alibaug taluka has mango orchard of 250 acre, throughout the year 100 workers
work in his mango orchard. In May 2009 he sold 8500 mango boxes at APMC, Vashi.
(Avishkar Desai, May 2010).
3.10.4 Raigad Mango National Marketing.
National marketing is also through middlemen. National marketing is preferably
in city market e.g. Mumbai, Pune, Sangli, Satara etc. The important wholesale markets
for Raigad mangoes are Mumbai and Pune. Majority of the mangoes produced send to
Agriculture Product Marketing Committee (APMC), Vashi- Mumbai. Some pre-harvest
contractors send produce to Shahu Market Yard in Kolhapur. Everyday near about 50000
mango boxes (1 box contains 4 dozens of mangoes) are delivered to APMC, Vashi from
Kokan region. Then fruits are marketed throughout country and beyond the country.
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Commission agents preferably from Mumbai & Pune and some from other parts of
Maharashtra book the mangoes in advance with the mango growers and contractors of
Raigad district. Mostly the dealing is with the pre-harvest contractors. This dealing is
based on faith, earlier experience, recommendation by other known person etc. Such
dealings are from last many years.
Some pre-harvest contractors have dealings with the same agents from their
earlier generation. They continue the dealing with the same agents. It assures the
commission agents to get bulk quantity in mango season. Generally dealing is between
the same mango farmer/contractor and city mango agent. Rate of commission is 10-12 %.
These Commission agents make payment to the pre-harvest contractors as per need and
demand by the contractors.
A mango contractor from Shriwardhan has booked a ‘Gala’ at APMC, Vashi from
last 13 years on rental basis from which mangoes are sold to wholesalers & retailers of
Mumbai other cities. A commission agent who is from Pune is doing mango business at
APMC, Vashi from last 17 years purchases mangoes from Tala taluka in Raigad district.
Some mango growers and pre-harvest contractors send the mangoes to APMC, Pune at
Gultekadi. Mangoes are plucked in the late evening are transported at the night or early in
the morning in the raw stage. These raw mangoes are ripped in the ‘Ripping Chembers’
before distribution by the wholesalers.
A mango farmer from Hashiware (Alibag) has 10-12 mango trees. He takes
mango orchards of other mango farmers on contract basis. 90% of his production is of
Alphonso mango variety. Majority of the produce is sent to APMC, Vashi. These
mangoes are sent to the same commission agent from last many years. The rate of
commission from last 8-10 years is also same, which is 10%. In Alibag from a single
mango orchard of 250 acre near about 85000 mangoes are sent to APMC- Vashi in every
year. (Avishkar Desai, May, 2010).
In APMC Vashi, some wholesalers use powder of Calcium Carbide to ripe
mangoes. In 2010, Food and Drugs Ministry ban on use of this powder, as the powder is
harmful to health. Because of use of this harmful powder many city customers refused to
purchase mangoes which resulted into decrease in mango demand. Hence wholesalers
applied the tact of ‘mango delivery at home’ (Gharpoch Hapoos Amba) to promote the
sale. Wholesalers have the problem of how to ripe the mangoes without using powder of
Calcium Carbide. Another option is of ripening chamber but it is not affordable for all the
wholesalers as it is costly. Retailers take possession of mangoes but the condition was
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that the payment will be made only after the mangoes will ripped. (Reporter, 18th January,
2011)
Tourist those who frequently visit to the specific tourist place in Raigad district,
book the mangoes in advance from the known pre-harvest contractors. These tourists
communicate about this booking to the neighbourers in their housing complex. In mango
season the pre-harvest contractors bring mangoes by truck to that specific housing
complex. And near about all the residents in that complex purchase the mangoes. For
such sale ripped mangoes are preferred. Sale by this way is beneficial for the pre-harvest
contractor as all the mangoes are immediately sold in one day. And the city consumers
get ripped mangoes at low price.
3.10.5 Raigad Mango Export
Because of best quality, fiber less characteristic, delicious taste, nice fragrance,
choicest variety and high demand, alphonso mangoes are selected for export purpose.
Besides this it is suitable to use as a table fruit. Hence Raigad mango farmers prefer to
cultivate and sell this variety. In 2008, 20000 metric tons of mangoes were exported from
Maharashtra state. In the years 2007 and 2008, mango export from Kokan was 10 tons to
America, Japan, Arabian Countries and Sanfransisco.
On 4th May, 2008, American market was opened for Indian mangoes and 50 tons
of mangoes exported from Export Facility Center. China market is Majority of Indian
mangoes exported covers mangoes of Kokan region. Following table indicate mango
production in Kokan and its mango export.
Table No. 3.19 Profile of Kokan Mango production and Export.
Year Mango
Production
(in tons)
Total
Turnover
(in Rs.)
Mango
Export
(in tons)
Total Export
Earning
(in Rs.)
2008 256000 720 crore 79000 142 crore
2009 112000 210 crore 40000 71 crore
(Reporter, Ratnagiri, 6th May, 2009)
The main distribution channel used for Raigad mango export is from mango
grower to pre-harvest contractor to commission agent to exporter to foreign consumer.
High quality and big size mangoes are selected for national and international sale. For
national and international sale agents of Mumbai and Pune city are also selected. Majority
of the Raigad mangoes are exported through exporters those who purchase mangoes from
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Agriculture Market Produce Committees at Vashi and Pune. Then the mangoes are sold to
merchants. Most of the mangoes are exported to Middle East countries.
Initial preference for export is given to Gulf Cooperation Council (GCC)
Countries which include Kingdom of Saudi Arabia, United Arab Emirates, Qatar,
Kingdom of Bahrain, Kuwait and Sultanate of Oman. There are many reasons that the
mango growers and traders do not directly export. No mango farmers in Raigad district
do direct exporting of mangoes. Most of them do not know the mango sales procedure in
foreign markets. They are not aware about the procedure to get Urogap Certificate which
is essential for export.
Though Raigad district is declared as Agriculture Export Zone for export of
Alphonso mangoes most of the mango growers and contractors are not aware of it. The
challenge in front of the mango farmers and pre-harvest contractors is to hygienically and
efficiently bring the mangoes from farm to fork. Lack of concerted public support, scanty
information, poor understanding of how the market chain works; and lack of systematic
documented knowledge are main threats that hampered export of Raigad mangoes.
3. 11 Problems in Supply Chain
There are too many vultures (intermediaries) who eat the benefits which farmers
are supposed to get. Multiple channels of mango distribution eat away the pockets of both
mango farmers and consumers. Raigad district is a district which consists of many
villages and few cities (1967 villages and 26 cities). Mango cultivation is concentrated in
Raigad villages. Although there are frequent improvements in agriculture technology but
it is not reached to the Raigad villages. Many constraints have hampered the development
of Raigad mango supply chain. All the functionaries in mango supply chain face certain
problems while marketing mangoes. These problems can be classified as below;
3.11.1 Problems faced by mango farmers in Raigad district:
Mango production in Raigad is mainly constrained by seasonality. Sometimes due
delay in harvesting leads to late supply and surplus at harvest leads to reduction in price.
Mango farmers prefer indirect channel of distribution due to lack of organized marketing,
high marketing costs, high risk and uncertainties in production and marketing, lack of
market information, inadequate and improper infrastructure and lack of self confidence
for direct involvement, which results into low returns to them.
Sometimes Pre-harvest contractors make delay in payment. They may deduct the
contract price in case of fruit loss after contract. They may make wrong estimates which
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results in to loss for farmers. Sometime new commission agents charge high rate of
commission and make delay in payment. Due to these reasons mango farmers have no
assurity of getting remunerative prices.
Mango farmers in Raigad district prefer indirect channel of distribution for
national and international markets. Most of the Raigad mango sale is dominated by the
pre-harvest contractors who share large part of profit. In Raigad district mango farmers do
not have organizations to protect their interests and to improve bargaining power.
Farmers are indebted to village money lenders, pre-harvest contractors and commission
agents. They take advance from the commission agents against mangoes which will be
sent after harvesting. As a result mango farmers are compelled to sell mangoes through
specific pre-harvest contractor or commission agent at whatever price given to them.
In Raigad district fencing of mango orchard is not proper (just by using sticks) and
some of the mango orchards have no fencing at all hence mango robbery by Adivasi,
Katkari people and children at late evening and night is the major problem.
Even in local market where they prefer direct sale, they have to face many
problems such as lack of shed, lack of specific & proper place in market, high bargaining
by the local consumers and lack of required facilities. There is an increase in
transportation cost which leads to increase in mango price.
3.11.2 Problems faced by pre harvest contractors in Raigad district:
In case of supportive natural and market conditions, pre-harvest contractors may
get due returns of their marketing efforts. After taking mango orchards or trees on
contract basis all responsibility of mango harvesting and marketing functions lies with
them. Hence the risks level is high though level of profit is high. Unfavorable changes in
climate results into fall of mango flowers/fruits which leads to heavy loss for them.
Problem of damage of mango fruits by birds and monkeys have to face by the pre-harvest
contractors as Raigad district is surrounded by forests. Improper management of mango
orchards and marketing functions results into loss of mango quantity and deterioration of
quality.
To conduct mango marketing functions smoothly, adequate and proper facilities
like mechanical grading, warehousing, standard packaging, and transportation are not
available in Raigad district. This is the major hurdle in Raigad mango marketing.
Pre-harvest contractor is the link between mango farmers (Raigad rural people)
and commission agents/wholesalers (Mumbai/Pune city people). To maintain good
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relations with both of them for profitable dealings in each mango season is the big
challenge in front of pre-harvest contractors. Along with this frequent fluctuations in
mango market price affect on their returns.
3.11.3 Problems faced by Commission agents/Wholesalers in city markets:
The basic challenge in front of mango wholesalers is to minimize marketing cost
and to get high returns. Marketing cost is increasing due to increase in transportation cost.
In cities also road condition is not proper and another problem is of traffic jam which
affects on mango quality, on time delivery and smooth transportation. Shortage of labors
especially in mango peak season for loading and unloading is the other problem these
intermediaries have to face. Day by day the rates of packing material are increasing which
increases mango marketing cost. Cold storage facility and ripening chembers are not
available even with wholesalers and at APMCs to retain the mangoes for longer period.
3.11.4 Problems faced by retailers in local and city markets:
Retailers selling mangoes in Raigad local market face certain problems which are
high transportation cost, lack of proper place in market, lack of drinking water facility,
lack of shed, lack of proper warehousing facility, high bargaining by local consumers,
loss due to spoilage of fruits and preference of local consumers to purchase mangoes
directly from mango farmers or pre-harvest contractors. Retailers in city markets also face
problems which are lack of cold storage, high competition in peak season, costly
transportation, shortage of labors, high labor charges, etc.
Apart from these specific problems, there are general problems which are faced by the
intermediaries in Raigad mango supply chain. These problems are mentioned below;
In Raigad district mango farmers who are engaged in cultivation of other crops and
pre-harvest contractors who are engaged in other businesses do not take care of
mango orchards in off season, their concentration on mango production and marketing
is only seasonal concentration.
There are many mango sellers outside APMC-Vashi market who are luring customers
by selling Karnataka, Valsad and Belgaum Alphonso in the name of Kokan mangoes
at cheaper rates. Karnataka mangoes look like Kokan mangoes, their size is also same
but the difference is in taste and this taste difference can be realized only after eating.
Some traders do adulteration by mixing Karnataka mangoes in Kokan mangoes. In
such ways they spoil reputation of Kokan mangoes. (Rajan Naiyer, 2nd April, 2010)
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Raigad mango marketing cost is high due to high transportation cost and high rates of
multiple taxes. The problem faced by all the intermediaries in mango supply chain is
the labor shortage during peak period.
Due to repeated handling of mangoes by a large number of intermediaries, wastage
rate is high. They do not have adequate facilities to store and handle mangoes. In
journey of mangoes from mango farmer to consumer many intermediaries like pre-
harvest contractors, transporters, wholesale marketers, distributors, local retailers etc.
handle mangoes and at every stage wastage is noticed.
3.12 Logistics for Marketing of Raigad Mangoes.
Physical distribution is an important phase in mango marketing. Mangoes grown
in different parts of the Raigad district are distributed in local, national and international
markets. Primary processing which includes sorting, grading, storing and packing of
mangoes is important to increase shelf life, to maintain quality and to reduce wastage of
mangoes. To flow the Raigad mangoes from the point of origin (production place) to the
point of use (consumption place) different logistical functions are completed. These
logistical functions begin with procuring raw material for mango production and ends
with fulfillment of needs of mango consumers.
3.12.1 Purchasing of Inputs.
Buying refers to procurement of raw material to produce goods. It is the first step
in marketing process. Agricultural inputs are important elements for production and
productivity. The inputs utilized for production of the mango crop are seed/seedling,
labor, land, and compost/manure.
Agriculture offices in different talukas of Raigad district provide seed, fertilizers
and pesticides to the mango farmers. Some mango farmers bring improved varieties of
mango plants from Ratnagiri and Sindhudurg districts. They use own land for mango
cultivation. Native people those who have mango trees in their ‘Wadi’ and not produce
mangoes for commercial purpose purchase raw material from agriculture offices. Some
mango growers take of family members for planting, fertilizing and harvesting.
3.12.2 Mango Plucking and Handling
Mango harvesting method used in Raigad district is traditional. It is manual and
laborious. The fruits are picked, when they are mature. Normally 120 to 150 days period
is required from fruit set for mango fruits maturity. Some mango farmers when observes
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that one or two ripen fruits fall from the plant naturally, they start mango plucking.
Plucking is generally begins when there is change in fruit color from dark green to light
green or development of characteristic color depending upon mango variety. In case of
Kesar variety, oil glands of the fruit skin at these stage. (Suhas Nevaskar, 2012)
Mostly the mango farmers who are having less number of trees and where
harvesting by hand from the ground is possible, do plucking generally by hand. While
doing so mangoes are to be handled delicately and sufficient care is to be taken to avoid
scratching. In traditional methods harvesting is executed by following ways;
By labor by climbing on the tree.
By the use of picking hooks.
By shaking of trees.
By knocking down fruits with wooden sticks.
Some times due to shortage of labors, mangoes are plucked out by the untrained
people. Some of the mango farmers are in such a hurry to sell their produce that because
of shortage of labor they hit mangoes in order to pluck them. When that mangoes fall on
the ground the fruit is harmed and starts decaying. Such practices cause fruit damage. The
work of mango plucking is done by the fixed laborers to whom the daily wages of Rs.
250-300 are paid. These fixed laborers are called as ‘bandhalele lok’. Some mango
farmers place freshly plucked mangoes on newspapers which are spread on the ground
before sorting and packing of mangoes.
Recently most of the mango farmers use net for mango harvesting. They use a
long pole with a cutting blade and a small bag under the blade to catch the fruit which is
called as ‘Zela’. For this Nutan net, Atul zela and Tin Chaturthawansh which are having
cutter inside are preferred by the mango farmers in Raigad district. Zela used for plucking
is called as ‘Kurpan’. Such harvesting is useful to pluck mangoes along with stem. It is
for best ripening and to avoid shriveling. For local sale mango fruits are exposed to air for
a day and kept in rice straw.
3.12.3 Mango Warehousing/Storing
Proper warehousing factility is essential to store and to preserve goods. This
facility creates time utility. This facility plays a significant role in case of storing of
perishable products like mangoes. Mangoes are harvested and laid no hay stacks. They
are placed on hay stacks for natural maturity. The mangoes are essential to store at room
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temperature to ripe properly. When fruit matures its color changes from green to yellow
and it starts to impart a unique aroma.
In Raigad district scale of mango wastage is high. One of the reasons of it is the
lack of adequate and proper warehousing facility to store the mangoes. There is no public
warehousing facility for the same. After harvest and before sorting, mangoes are kept in a
room or in a specific place of mango orchard. Most of the mango farmers do not prefer to
store mangoes because once mangoes are plucked with stalk the ‘chick’ falls on the
mango and it adversely affects on look and quality of mango. Hence mangoes are plucked
at evening or late evening in cool climate and to avoid them from sun rays. Due absence
of proper warehousing facility, right after harvest at late evening, immediately at same
night or on next early morning, mangoes are sent to Agriculture Produce Market
Committees/ City Markets.
3. 12.4 Mango Grading & Branding.
Grading is a physical process of sorting goods as per standard laid down. This
process is essential to classify the stock of same kind into homogeneous groups as per
specified standard. In Raigad district grading followed in mango fruits is empirical / or
based on the experience and prevailing practice followed by many farmers and labors in
the area. Before packing mangoes, grading is mostly done by the people who pluck and
pack the mangoes on the basis of experience. Grading is mainly based on the size, color
and maturity of the fruits.
While grading, smaller fruits are separated from the larger ones in order to achieve
uniform ripening. Immature, overripe, damaged and diseased fruits are discarded in the
process of grading. Under grade mangoes like shrunken, small size, punctured are
expelled out from the quota which will be sent to distant markets. These discarded
mangoes are preferred for home consumption or placed in front of house/local market for
sale.
In Raigad district mango grading is not done on standardized basis. There is lack
of grading facilities in Raigad market. It is only informal grading based on size, freshness
and appearance of mangoes. According to size mangoes are classified and packed in the
boxes with/without cleaning. On the box of big size mangoes number one, middle size
mangoes number two and low size mangoes number three are written for identification
purpose. Size confirmation is just based on observation and not on actual weight of
mangoes. Grading is based on size of mango as below but all the mango farmers/pre-
harvest contractors do not follow this particularly.
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Table No. 3.20 Mango Grading according to Size.
Sr. No Size Grade Labeling
01 Small Size C Number Three
02 Medium Size B Number Two
03 Large Size A Number One
(Source: Field Survey)
Branding is a function in which name, sign or symbol is given/fixed to a product.
For Raigad mangoes specific brand is not fixed. Mangoes are packed in the boxes having
the labeling as ‘Ratnagiri Mangoes’. The readymade boxes having printed name
‘Ratnagiri Mangoes’ on the outer surface of the box are purchaed from the Mumbai city.
Some mango marketers in Raigad district use such boxes because they think that if boxes
without such labeling will be sent to city markets they will not be preferred.
In one year a mango pre- harvest contractor printed the name of his Taluka on the
mango box. But it was done only in one year and practice is not continued because this
process is to be done before mango season well in advance. Because of this fact Raigad
mangoes do not have separate identity in regional, national and international markets.
They are sold in different markets by the name of Ratnagiri and Sindhudurg mangoes
(Kokan mangoes) only. Raigad mango brand is not fixed. Hence they are less popular
than Ratnagiri and Sindhudurg mangoes.
In case of Kokan mangoes there are chances of Brand piracy. Mangoes from
Gujarat and Karnataka are sold in city markets by the name of Kokan mangoes as Kokan
mangoes are demanded all over the country and across the country also. And they are
easily accepted by the city consumers. In such a way sellers cheat customers by calling
them Kokan mangoes. People should be aware that a box (2 dozen mangoes) of Kokan
mangoes would cost around Rs. 800/- and therefore should take the necessary
precautions. While Kokan mangoes do not have a thick skin like those from Karnataka,
they are sweeter compared to the Karnataka mangoes. Karnataka mangoes also do not
have a peculiar shine like Kokan Alphonso. (Mahesh Shah, 23rd April, 2010)
3.12.5 Mango Packing and Packaging
Packing refers to covering the product to keep it safe. Packaging means placing
the product in suitable container. (Boxes, barrels, cans, bags, etc.) It is essential to reach
the product to the final consumer in proper condition and quality. In Raigad district
special efforts are not taken for packing and packaging because what mangoes produced
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are marketed immediately right after harvest. For local markets there is no packing in the
sense. Mangoes are kept in boxes which are not labeled and closed. Boxes are kept
opened and bring in the market. Some mango farmers those who bring mangoes in
‘topali’ just keep the mangoes in grass. Retailers selling through stalls keep mangoes in
boxes which are temporary closed. Katkari and adivasi people who bring mangoes in
local market do not pack mangoes.
Pre-harvest contractors those who send mangoes to distant markets, packed
mangoes in wooden or cardboard boxes. They keep the mangoes in grass. Below and
above the mangoes pages of newspapers are kept so that the grass and mangoes will not
connect. The packing expenses per mango box incurred for pre-harvest contractor are
indicated below;
Table 3. 21 Details of Packing Expenses. (Per mango box/peti)
Sr. No.
Details Expenditure (in Rs.)
1 Wooden or cardboard box 50
2 Grass or pendha 10
3 Paper (Raddi) 5
4 Tape Patti 7
5 Karnawal 5
6 Other expenses 5
Total
82
(Source: Field Survey)
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Graph No. 3.6 Packing Expenses (Per Mango box).
Wholesalers use basket and containers (made with plastic sacks) to collect and
deliver mangoes. Collected mangoes are examined carefully and covered in cushy foam
net. The mango fruits are placed in compartments in such a way that one fruit will not
contact with other. For proper protection bubble sheets are placed above and below the
mangoes. A mango box contains 2 to 6 dozens of mangoes.
Majority of the Raigad mangoes are exported through Agriculture Produce Market
Committee, Vashi-New Mumbai and Pune by the mango exporters. Packing and
packaging of mangoes for export is a very critical and time consuming process. For this
ventilated card board boxes of corrugated fiber board (CFB) cartons are used which can
accommodate 5 to 10 kg. of fruit. Mangoes are placed in netted sleeves to avoid bruising.
All required care is taken to avoid damage. All the packages are affixed with label which
indicates Date of Packing, Packinghouse Code Number, Production Unit Code Number
and lot number. Processing supervisor makes entry in the logbook before loading of
boxes. (Post- Harvest Manual for Export of Mangoes, APEDA, New Delhi.)
3.12.6 Mango Transportation
Condition of transport and communications facility is not satisfactory in Raigad
district. Transport facility is essential to link producers with markets. Availability of
adequate and proper roads is essential to reduce time and costs of trasportation. The
modes of transportation available in this district are road, railway and waterways. Road
condition becomes very worst especialy in rainy season due to heavy monsoon. The roads
in villages are mainly earthen tracks which are unsuitable for traffic.
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The profile of transport facility in Raigad district as on 31st March 2011 was as
follows;
Total road length in the district - 5,593 Kms.
Municipal roads - 340 Kms.
Public works Departments roads - 1993 Kms.
Zilla Parishads roads - 3260 Kms.
Railway - 299 kms.
National Highway - 154.30 kms.
State Highway - 1101.33 kms.
Main ports - JNPT, Mandava, Revas, Murud and Shrivardhan.
Following table indicates the railway stations in Raigad district;
Table no. 3.22 Railway Stations in Raigad district;
Sr.No. Name Sr.No. Name
1 Aman Lodge railway station 15 Lowjee railway station
2 Apta railway station 16 Mansarovar railway station
3 Bhivpuri Road railway station 17 Nagothane railway station
4 Dolavli railway station 18 Navade Road railway station
5 Hamrapur railway station 19 Neral railway station
6 Jite railway station 20 Nidi railway station
7 Jummapatti railway station 21 Palasdari railway station
8 Kalamboli railway station 22 Panvel railway station
9 Karjat railway station 23 Pen railway station
10 Kasu railway station 24 Rasayani railway station
11 Kelavli railway station 25 Roha railway station
12 Khandeshwar railway station 26 Shelu railway station
13 Kharghar railway station 27 Somtane railway station
14 Khopoli railway station 28 Taloja railway station
(Source: - Raigad Gazetteer, 2007)
Pen-Mandwa a large natural harbor is to the south of Mumbai harbor and Jawaharlal
Nehru Port (Nhava Sheva) is on the northern part of Raigad district. Mango
transportation in Raigad district is by taking into consideration only quantity and not the
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quality. Mango loading is carried out on farm gates or at the house of the mango grower
or pre-harvest contractor. To carry mangoes from mango orchards to sorting room,
bullock carts, tractors, mini trucks and tempo are preferred by mango farmers/pre-harvest
contractors. Road transport by trucks/pickups is the most popular mode of transport due
to easy approach from sorting room to the city markets.
For local markets mango fruits are carried on head in a topali or by pickup,
rickshaw, sixseaters, mini tempo, bullock carts etc. Most of the mangoes from Raigad
district sent mangoes to Agriculture Produce Market Committee at Vashi. In one truck
700 to 800 mango boxes depending upon the size of box are kept. Transportation cost is
decided on the basis of boxes loaded in the truck. General rate is Rs. 20/- per box (small
size with 2 dozen of mangoes) and Rs. 40/- per mango box (big size with 4 dozen of
mangoes) for transport to APMC, Vashi. In some cases the city agent who has booked
mangoes of particular mango farmer, send own vehicles to pick up the mangoes. But the
transportation charges are cut from the payment which will be given to the mango farmer.
Mango transportation for foreign market is time consuming, critical and mostly by
waterway. The critical formalities consist of Phytosanitary requirements, irradiation
procedure, loading at the pack house facility etc. (Post- Harvest Manual for Export of
Mangoes, APEDA, New Delhi.)
There is very close relation between Condition of transportation facility and
mango quality. The way of transportation may expose mangoes to unfavorable
weathering and damage. Mango smooth travel requires specialized transportation facility.
But absence of such transportation facility has compelled the Raigad mango farmers and
pre-harvest contractors to rely on traditional system. They transport mangoes just like
transporting any other commodity on trucks.
3.12.7 Market Information Sources
Availability market information system is essential to take right and quick
marketing decisions on right time. This helps the marketer to know emerging marketing
challenges and opportunities so that he could prepare proper marketing mix which will be
suitable to prevailing market conditions. Sources to provide market information to Raigad
mango farmers and pre-harvest contractors are not adequate and proper.
Education level of most of the Raigad mango farmers is very low. Hence it
becomes an obstacle to use new media options for getting market information. Generally
information regarding plantation, fertilizers, diseases and pest management is provided by
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the concerned agriculture offices in each Taluka of Raigad district. Most of the farmers
are reluctant to avail of this information facility. Newspapers and Television are the other
sources to provide agriculture and market information but to take advantage of it is on the
part of mango farmers. They have very little information about the journey of their
mangoes in different markets. For this they depend upon intermediaries.
Pre-harvest contractors have no direct dealing in city markets. Their work is to
reach mangoes to commission agents/wholesalers of distant markets. Most of the pre-
harvest contractors get market information from the commission agents and wholesalers.
Through local newspapers, relatives in cities and personal contacts with the other pre-
harvest contractors they get little information about the mango production, prevailing
mango prices and demand in the city markets.
3. 13 Market Logistics Problems
Though mango cultivation in Raigad district is on large scale basis, there are
certain problems which are responsible for ineffective marketing of Raigad mangoes.
Mango is perishable product which ultimately deteriorates hence it requires speedy and
careful handling. Raigad Mangoes move along a distance to reach the final customers
under the prevailing marketing system.
Large portion of the mango production is destroyed due to improper methods of
plucking, storing, handling etc. Hence it neutralizes the advantages of bumper crop.
Rough handling of mango fruits, improper and too high stacking, high temperature and
inadequate ventilation at storing rooms are major factors for the losses during storage.
Mango growers generally do not undertake any type of special treatment for warehousing
for local sale. They simply clean mangoes before bringing them to market.
Though Raigad district is capable of producing mangoes on large scale, district is
poor in infrastructure. Because of the poor and inadequate storage and processing
facilities the mango producers are forced to sell the mangoes immediately at whatever
available prices. Mangos are bulky and highly perishable in nature and preserving them in
the cold storage is not possible for Raigad mango marketers on account of high cost. For
fruits marketing cold chain system is essential, which is lack in Raigad district. Raigad
mango farmers and traders suffer from non availability of cold storage facilities to store
mangoes at the production and marketing centers. Proper warehousing facility is essential
for storing fruits. But this facility is also not adequate and proper in Raigad district.
Mangoes are stored in a room with inadequate ventilation.
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Mango farmers and pre-harvest contractors do not maintain inventory of mangoes
with them. Mangoes are immediately sent to local or city markets at whatever price
available in the market. Hence they cannot reap the benefits of increase in price. There
may be increase in price due to shortage of mango supply by other regions or increase in
demand. These benefits go to the pocket of commission agents, wholesalers and retailers.
Road condition is so worst in Raigad district. It is generally bouncy and uneven;
due to this mango stacks are considerably compressed and affect other packages. Lack of
link roads/ lack of feeder roads, leading to highways or collection centers is other
problem. Road condition in especially areas where mango fruits are cultivated is very
poor. Majority of the Raigad district area is covered by rural area. Some villages are not
yet connected with the roads. In some villages only kaccha roads are available. Transport
of mangoes is highly troublesome in rainy season due to heavy rainfall and road
condition.
In Raigad district, apart from improper transportation facilities, due to lack of
vehicle maintenance, average speed of vehicles especially trucks is minimized through
which mangoes are carried. Road conditions have shortened the lifespan of vehicles. This
adversely affects the quality and shelf life of mango fruits. Because of inadequate control
on road transport, most of the trucks carry mangoes load more than specified limit and
capacity. Off the highways, trucks smaller than 20 feet can be only run.
Due to hilly terrain and undulating topography of Raigad region, mango transport
becomes time consuming and costly. Besides this inadequate & inefficient transport
facility results into problems in quick and timely transportation of mangoes. Infrastructure
facilities are not adequate and proper. Some mangoes get ripped in transportation period.
Spoilage of mango during transportation is quite high.
Truck drivers carrying mangoes also face many problems while driving. They
have heavy workload in mango season. Once mango harvesting season begins they have
to drive near about at every night to reach the mangoes to market on the same night. They
have to wait for loading and unloading especially at APMC, Vashi market. The truck
drivers have to face problems like traffic jams, accidents, lack of maintenance of trucks,
heat of summer season etc. Certain problems arise on the part of truck drivers which are
as below;
Careless driving affects adversely mango quality.
Mostly driving is at night or early morning as mango plucking is at evening.
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Heavy workload to truck drivers in mango season.
Hurry to reach mangoes to the destination and to come back.
Unnecessary rest at certain destinations.
Overloading with other fruits creates pressure on mangoes.
Too high loading (sometime labors / kinner sit on top of the load)
Heat accumulation or very poor ventilation within truck.
Lack of required maintenance of vehicles.
It takes long time to reach mangoes to city market or Agriculture Produce Market
Committee and even to nearby village or town. The distance from Shriwardhan taluka to
Vashi is near about 170 km. and time required to reach is 6-8 hours. And for this
Mumbai-Goa Highway is used which has no road dividers and its condition is so worst
hence always there is Traffic Jam and frequent accidents. Even mango transport to
APMC, Gultekadi, Pune is also time consuming. Road condition in Tamini Ghat is so
worst especially in rainy season. This time consuming journey adversely affects on
quality.
Though Raigad district has a long coastal line (720 Km length), but its port system
is not utilized properly. Many of the ports are suffering from inadequate and improper
infrastructure. Along with this most of the villages are still not connected with railways.
Kokan railway faces many problems mostly in rainy season. Besides this, communication
facility both public and private always gets interrupted due to range problem. The reasons
behind this are Raigad topography, frequent break in electricity supply, load shading and
heavy rain.
Lack of infrastructural facilities has become a major hurdle in mango marketing.
Apart from these other problems in logistics are mentioned below;
Due to increase in price of packing material, packing costs is increased. Now day’s
consumers prefer attractive, safe and proper packed mango boxes. It gives them
assurity of hygiene and health. Hence mango marketers have to spend more and
pay more attention on packing and packaging.
Raigad mango marketing cost is increased due to increase in freight rates, port fees,
electricity charges and multiple tax rates. Critical documentation procedure and lack
of containers in peak season are the problems in mango export.
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Monsoon follows mango season. Heavy monsoon in Raigad district makes physical
distribution of mangoes difficult and expensive. In summer season temperature
affects fruits quality and shelf life.
In peak period, prices fall due to excess supply. Accordingly commission agents and
wholesalers pay to the Raigad mango farmers. As a result they do not get fair
returns of their produce.
Raigad Mango marketers face the problem of non availability of technical guidance
from experts. For this, measures by Taluka Agriculture offices are inadequate to
reach up to all mango farmers. There is lack of application of latest technology for
plucking, storing, grading and transportation of mangoes results into deterioration of
mango quality.
Lack of awareness about the training facility and absence of adequate training to
mango farmers on pre and post harvesting practices like plucking, storing, grading,
standardization, etc. affect on mango marketing. The mistakes and deviations
arising out of these are not tolerated in international market.
Most of the youth of Raigad district migrate to cities and foreign countries to earn
income. Providing training and development facilities and retaining educated &
talented people in mango marketing and processing is a major challenge in Raigad
district.
There is lack of mango cooperative marketing. The mango marketers have low
bargaining capacity as they market their produce individually. The mango marketers
in Raigad district do not have organizations to protect their interest.
Sales promotion efforts undertaken by the Raigad mango marketers are not effective
and sufficient. Efforts are hardly limited to mouth publicity and public relations.
That is the reason why Raigad mangoes are less popular than mangoes of Ratnagiri
and Sindhudurg district.
Raigad mango farmers are not aware of insurance facility and assistance by the
agriculture offices in different Taluka. National Agriculture Insurance scheme is for
specific crops and conditions for getting compensation are very critical.
Lack of marketing research on Raigad mangoes is another problem.
Mango marketers also suffers from the other marketing problems which are unstable
prices, selling on credit, lack of capital, lack of market place, lack of market
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information etc. Lack of marketing information on season wise rates, size, weight-
preferred etc affect on decision making.
There is no adequate focus on mango processing this is due to knowledge gap on
mango processing technologies and inadequate processing facilities. Hence mango
processing is limited and mango farmers and pre-harvest contractors prefer to sale
fresh fruits to distant markets.
Raigad mango sale is also affected due to entry of artificially ripped mangoes in
Mumbai and local market. Some mango wholesalers use Carbide powder to ripe the
mangoes early. But Indian Government has imposed strict restrictions on use to this
powder. Some wholesalers had started to use Ethylene Gas balloons to ripe the
mangoes but that experiment was not successful. Hence to ripe the mangoes ripping
chamber is the only one option with the wholesalers. APMC- Vashi has only one
chamber which is also given on rental basis. As a result mango traders have to give
the mangoes for ripping to private owned chambers. The cost for one mango box for
ripping is Rs. 300/- which is more than mango purchasing cost. It increases
marketing cost and the price for consumers. (Manisha Thakur, 2014)
Competition of mangoes from Karnataka and Chennai is increased as rates of these
mangoes are less than Kokan mangoes. Though taste and quality is low but common
people prefer them due to less price. (Rajan Naiyer, 2nd April, 2010).
Kokan mangoes have to face competition of Kesar mangoes from Gujarat. This
variety has demand in America, Canada and Australia. And the price is lower than
Alphonso. (Mahesh Shah, 23rd April, 2010). Competition has also increased from
Pakistan, which is sending cheaper varieties of mangoes to UAE.
Largest production of mangoes is taken in Alibag Taluka, of Raigad district. Mango
size is also larger than other Taluka of Raigad district, which is 650-680 gram. But
the exporters cheat the mango growers and send low size and low quality produce to
foreign countries. It affects on image of Indian mangoes. (Avishkar Desai, May,
2010).
The economic problems at world level also affect adversely on sale of Kokan
mangoes. Due to world economic recession in 2009, Indian mango export value was
reduced by 15 $ comparing with the value of 2008. (Manoj Lele, February, 2009)
As the mango marketers in Raigad district face logistical challenges, they have
certain limitations in expansion of their marketing activities. Physical infrastructure is
120
limited in Raigad district. Raigad mango marketing is constrained by widespread
fragmentation in the supply chain, low productivity levels, packing centers, inadequate
storage, post-harvest centers, primary and secondary logistics, cold chain and processing
infrastructure.
3.14 Raigad Mango Marketing Costs
Mango marketing costs comprises of the total costs incurred to reach the mangoes
up to the consumers. Different functionaries in mango supply chain have to bear the
different expenses. The mango marketing cost varies as per the intermediaries in mango
supply chain. Economic condition of Raigad mango farmers is not well to bear high
production and marketing costs. They take advance from the pre-harvest contractor/
commission agent to bear the costs of fertilizer, fencing of mango orchards and for related
expenses.
The following table shows the marketing cost and income of Raigad mango
farmers as per the marketing channels selected.
Table No. 3.23 Marketing Cost and Income of Raigad Mango Farmers
(In one mango season/ 50 mango trees/ yield per mango tree is 50 dozens of mangoes)
Particulars Channel
Mango Farmer → Wholesaler (Expenses in Rs.)
Channel
Mango Farmer → Pre-harvest
Contractor (Expenses in Rs.)
Fertilizer 35000.00 20000.00 Pesticides 20000.00 - Fencing 8500.00 8500.00 Labors(Plucking, sorting, loading)
35000.00 -
Watchman 12000.00 - Packing 32000.00 - Transport 120000.00 - Other 5000.00 5000.00 Total Expenditure (A) 267500.00 33500.00 Gross Income (B) (50 mango trees and yield per tree is 50 dozens of mangoes)
625000.00
(2500 dozen X 250/- Rs.
per dozen)
250000.00 (Average 5000 Rs. Per mango
tree X 50 mango trees )
Net Income (B-A) 357500.00 216500.00
(Source: Field Survey)
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The above table indicates that the marketing channel Mango Farmer →
Wholesaler is more profitable for the mango farmer than the marketing channel Mango
Farmer → Pre-harvest Contractor. Then also mango farmers in Raigad district prefer the
second one because they do not want to take the risks in mango production and further
marketing. Another reason is that once they give mango orchards on contract basis they
get free from the production expenses (except expenses of fertilizers and fencing) and
marketing expenses.
Table No. 3.24 Marketing Cost and Income of Pre-harvest Contractor
(In one mango season/ 50 mango trees/ yield per mango tree is 50 dozens of mangoes)
Particulars Channel
Mango Farmer → Pre-harvest
Contractor → Commission Agent
(Expenses in Rs.) Fertilizer - Pesticides and other related expenses 20000.00 Fencing - Labors(Plucking, sorting, loading) 35000.00 Watchman 12000.00 Packing 32000.00 Transport 120000.00 Other 5000.00 Total Expenditure (A) 224000.00 Contract Price to Mango farmer (Average 5000
Rs. Per mango tree X 50 mango trees ) (B)
250000.00
Commission to agent (10%) (C) 87500.00
Gross Income (2500 dozen X 350/- Rs. per
dozen)
875000.00
Net Income = Gross Income – {(A)+ (B)+ (C)} 313500.00
(Source: Field Survey)
The above table indicates that Pre-harvest contractors enjoy high level of profit as
they bear risks in mango production and marketing.
3.15 Fluctuations in Mango Price
There is a wide disparity in the prices of mangoes from place to place, from year
to year and from one mango orchard to another. It is mainly due to the irregular bearing
habit of mango trees, bearing capacity of mango tree and effect of climate changes on
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bearing. Hence income of mango farmers is very uncertain. Mango price depend upon
various factors. Following table indicate factors affecting on mango price;
Table No. 3.25 Factors Affecting on Raigad Mango Price.
Sr. No. Factor
01 Each year’s Total Mango Production.
02 Mango Supply.
03 Prevailing Prices in different markets.
04 Domestic and Foreign Demand.
05 Marketing Cost.
06 Marketing Facilities.
07 Domestic and Foreign Competition.
08 Distribution Channel.
09 Periods of availability.
10 Mango Variety.
11 Mango Quality.
12 Daily Arrivals in Market.
13 Stage of Mango Season. (Commencement, middle and last)
14 Mango Size and Appearance
15 Relations between Intermediaries
16 Presence of Mango Marketing Cooperative Societies
17 Weather Conditions
18 Credit Sources
(Source: Field Survey)
In Raigad district, most of the mango sellers fix price for local market after taking
into consideration the price fixed by leading competitor in the local market. The
fluctuations in mango prices are of an irregular pattern as shown below;
At the beginning of the season- less supply- high prices.
At the middle of the season-increased supply- prices declining gradually.
At the close of the season- less supply- high prices.
Mango production is seasonal and price is related with its supply. All mango
farmers supply their produce only once in a year. The supply of mango occurs mainly
from the month of January to July. Commission agents and wholesalers know that mango
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farmers do not have storage facility to retain mangoes hence they put pressure on mango
farmers to sell at low price.
Raigad mango farmers do not maintain adequate and required record of mango
transactions and same is the case of pre-harvest contractors. There is no official record or
publication about Raigad mango marketing which can show the prices and marketing cost
of Raigad mangoes. And the pattern for mango price quotations is also not uniform. In
wholesale and retail trade the unit of sale varies from place to place. It causes great
confusion for comparing prices in different markets.
The price varies according to size and quality. Price in February at the beginning
of the mango season is generally 2000-2500 per dozen. In case of less availability, the
rates are between Rs 1,500 and Rs 4,500 per box. In the month of April and May prices
varies according to size and quality like 200/250/300 per dozen. The price of mangoes
varies between Rs. 800 to Rs. 2,500 per box. Each box is generally known to contain
approximately two to siz dozens of mangoes.
Mangoes are classified as number one, two and three according to their size. And
the price is fixed as per the size number as shown in following table;
Table No 3.26 Mango Price According to Size.
Sr.No. Size Number Price in Rs. (Per Dozen)
01 Size Three 100-150
02 Size Two 150-200
03 Size One 200-300
(Source: Field Survey)
Other factor which changes the mango price is mango variety. According to
variety price is fixed. Alphonso variety fetches highest price of all. In some markets
mangoes are sold on Kilogram basis while in majority of markets mangoes are sold on
dozen (Units) basis. Mostly mango processing units purchase mangoes on Kilogram
basis. Mango price according to its variety is indicated in the following table;
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Table No 3.27 Mango Price According to Variety.
Sr. No. Mango Variety
Price (Per Kg.)
Sr. No. Mango Variety
Price (Per Kg.)
9 Kesar 80 21 Thamboor 50
10 Mulgua 80 22 Totapuri 50
11 Dashehari 80 23 Totapuri 50
12 Chaunsa 80 24 Moovandan 40
8 Banganapalli 80 20 Mallika 50
7 Sindhoori 100 19 Neelam 50
6 Badami 100 18 Undamaanga 55
5 Gulaab khaas 100 17 Peddarasalu 60
4 Malda 130 16 Naadan 60
3 Payri 160 15 Sindhoora 80
2 Chandrakaran 160 14 Himayath 80
1 Alphonso 400 per dozen 13 Priyoor 80
(Source: Manish Thakur, 2014)
Mostly Alphonso mango variety is not sold on Kilogram basis. It has huge
demand in Indian and Foregin markets. In APMC market, Alphonso mangoes normally
come from Ratnagiri, Sindhudurg and Raigad district. The first mango box which reaches
to APMC-Vashi is from Kokan region and that is mostly from Devgad Taluka. For the
first mango boxes in the season prices are exorbitant. At this stage wholesale rate of
mangoes is Rs. 700 to Rs 1,500 per dozen.
Every day, about 1,000 boxes of mangoes from Sindhudurg, Ratnagiri and Raigad
are offloaded at this APMC. In the month of March, the scale of mango boxes arrival
increases which is near about three-fold. At this prices generally come down. In Mid-
April, APMC mango traders expect around 40,000-50,000 mango boxes to arrive from
Kokan. This results in to further drop in mango price.
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One can expect the rates of Alphonso mangoes to range between Rs. 175 and Rs.
225 per dozen during the peak season. When first 10-20 mango boxes come to APMC the
prices are highest i.e. Rs. 10000/- for a mango box (4 dozen). Different mango varieties
are available for Rs 150-800 per dozen in wholesale markets. These boxes are generally
purchased by people on high post in corporate sector and VIP people. (Manisha Thakur,
February, 2012).
There are frequent fluctuations in mango price. Price of mangoes of the same
variety varies as per the different areas in Kokan region and as per the years also.
Changes in mango price as per the different areas in Kokan region are indicated in the
table given below;
Table No. 3.28 Price of Alphonso Mangoes of Different Areas in Kokan Region.
Sr. No. Area of Kokan Region Price in Rs.
(per dozen)
Price in Rs. (per peti with 4
dozens of mango)
01 Devgad Hapoos 200-250 1000-1500
02 Ratnagiri Hapoos 180-200 800-1000
03 Sindhudurg Hapoos (Other
than devgad)
150-200 800-1000
04 Malvan Hapoos 180-225 900-1500
05 Raigad Hapoos 180-200 800-1000
(Source: Pragati Jadhav, 2009)
These changes are due to differences in taste and popularity of the mangoes in
different areas of Kokan. Mango prices are different in different years. They change as
per production, demand and supply position of that year. The changes in mango price in
two years are indicated in the following table.
Table No. 3.29 Kokan Alphonso Mango Price in Different Years. (2008-2009)
Mango Quantity
Mango Price (in Rs.)
Year 2008 Year 2009
Four Dozen 300-500 1100-1200
Five Dozen 400-600 1200-1300
Six Dozen 500-700 1400-1600
Seven Dozen 800-900 1600-2000
(Source: Reporter, Ratnagiri, 6th April, 2009)
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Comparison between mango prices of 2008 and 2009 indicate that mango prices
are increased in the year 2009. The reason is that the mango production is decreased by
40% in the year 2009.
Table No. 3.30 Kokan Alphonso Mango Price in One Mango Season (2009)
Month Per dozen (In Rs.) Per peti (In Rs.)
January 2500-3000 10000-12000
February 1000-2200 4000- 8800
March 750-800 3000-3200
April 650-700 2600-2800
May 500-600 2000-2400
(Source: Avishkar Desai, 11th May, 2010)
In some local areas of Vengurle city of Kokan region mangoes are sold on
Kilogram basis. Per Kilogram prices of mangoes are fixed on the basis of sweetness,
color and keeping quality. The price of Alphonso variety is highest which is Rs. 15/- per
kg. and the minimum for Kesar, Sindhu and Dudhpeda which is Rs. 10/kg. This is
followed by other varieties like Ratna Rs.9/kg. Goa mankurd Rs. 8/kg. and Pairi Rs.
6/kg. (Rane A.A., 2000)
The retail price is between Rs. 250-1,200 per dozen. In 2013, about 55,000 boxes
of mangoes had arrived on Gudi Padwa, while 17,220 boxes had come in 2012. However,
in 2013 the number increased to 58,080 boxes. Apart from Ratnagiri, Sindhudurg and
Raigad districts in Kokan region, Alphonso mango arrived from Karnataka and Chennai
too. Alphonso mango from Mysore, Karnataka is cheaper at Rs. 150-200 per dozen, while
mangoes from Kokan are available for Rs. 750-800 per dozen. (Reporter, 4th April, 2014)
3.16 Mango Processing In Raigad District.
The first and the most obvious use of the mango fruit is as food when ripe. People
prefer to purchase fresh mango fruit for eating purpose. The first preference of mango
farmers and pre-harvest contractors is to sell mangoes as fresh fruit in distant markets
instead of selling to processing unit. This preference is due to following reasons;
Less number of processing units in Raigad district.
Scale of operations of these units is also low.
Most of the processing is limited with canning only.
Processing is on household basis.
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Demand by processing units is low.
Mangoes are purchased by processing units on kilo basis not on unit basis which
is not affordable for mango farmers and pre-harvest contractors on the other hand
mangoes are sent to city agents/wholesalers on unit basis.
Most of the mango farmers used to give mango orchards on contract basis hence
they are unknown about the further journey of their produce.
Pre-harvest contractors used to sell mangoes to commission agents and
wholesalers.
Advance payments, credit facility, money on demand etc. facilities are provided
by pre-harvest contractors and other intermediaries to mango farmers.
Earlier relations between mango farmers and pre-harvest contractors.
Earlier relations between pre-harvest contractors and commission
agents/wholesalers.
In mid season after grading of mangoes as one, two and three category, damaged
mangoes (dagi amba) are sold to canning units. Mostly “reject” mangoes such as fruits
with latex burn, latex stain, undersized, irregularly shaped and insect damaged fruits are
sold to processing units. The canning units after processing send the tins of mango pulp to
the mango farmers/pre-harvest contractors to sell. Mango farmers/pre-harvest contractors
place these tins in front of the house for sale purpose.
Mostly at the end of the mango season, pre-harvest contractors sell the mangoes to
the processing units. Because at that stage (at the end of May month) there are chances of
monsoon arrival and that may affect on mango produce. Hence mango farmers and pre-
harvest contractors do hasty plucking. All the remaining mangoes on tree are plucked
without considering their size and maturity.
In order to provide fair rates to mango farmers, some times in Ratnagiri district,
Agriculture department make contract with the processing units to sell the certain quantity
of mangoes at the end of the mango season at which stage there are chances of early and
unexpected rain.(Reporter- Ratnagiri 28th April, 2009)
3.16.1 Mango Products Produced in Raigad District.
Many varieties of mango are cultivated in Raigad district hence different mango
products are produced for different purposes. Following table shows the mango products
prepared in Raigad district
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Table No 3.31 Mango Products Produced in Raigad District.
Sr. No. Name of the mango product
01 Mango Wadi
02 Ambapoli
03 Mango Barfi
04 Mango Juice
05 Mango Panhe /Sarbat
06 Mango Pickle
07 Mango Chatni
08 Mango Papad
09 Mango Chips
10 Mango Dry Slice (amboshi)
11 Gul-amba
12 Mango pulp
(Source: Field Survey)
In Raigad district processed mango products manufactured in home scale. This
Production is not on large scale basis. Mostly the mango products in Raigad district are
sold in local and regional markets. The mango products are placed in front of the house of
the processor and at the tourist places. Their target customers are only local consumers,
tourists those who visit to that area and passer byes. Some of these processing units sell
mango products to Mumbai market but this sale is also limited. Mango farmers in Raigad
district are in need of information on post harvest management of mango fruits and their
utility for processed products.
3.16.2 Mini Mango Processing Units in Raigad District
By taking into consideration the demand for processed products like jam, sauce,
pickles, juice, etc. there is a scope for establishment of processing units in the Raigad
district. Making mango products is household business in Raigad district. Most of the
processing units are limited with canning process only. In Shriwardhan Taluka some
mango growers sell mangoes to pulp factories at Diveagar. Mostly ripped mangoes are
sold for processing. In different parts of the Raigad district mango processing units are
operating. The numbers of processing units operating in various Taluka of Raigad district
are indicated in the following table;
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Table No. 3.32 Mini Mango Processing Units in Raigad District.
Sr. No. Name of the Taluka No. of Units1 Alibag 132 Pen 83 Murud 24 Karjat 55 Khalapur 26 Panvel 77 Uran 38 Mangaon 49 Tala 3
10 Roha 511 Pali 312 Mahad 513 Poladpur 314 Mhasala 215 Shriwardhan 2
67 Total
(Source: Field Survey)
Graph No. 3.7 Mini Mango Processing Units in Raigad District.
There is tremendous potential to develop mango processing industries in Raigad
district. But there are number of problems with establishment of industrial processing
units for mangoes in the Raigad district. Very few mango processing units are available to
use the pulp of the mangoes for various mango products. Frequent break in electric
supply is another problem for these units. Lack of government policies for promoting
agro based industries in Raigad region is the major reason behind this. Lack of adequate
number of processing plants in Raigad district force the mango sellers to sell the early
ripened mangoes at cheaper price.
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3.17 Government Assistance to Raigad Mango Farmers
Government provides assistance to the mango farmers in form of inputs,
subsidies, guidance, advice, and finance. GOI has introduced many schemes exclusively
for the farmers. Horticulture production adversely affects due to unfavorable changes in
climate and moody rain, for this majority of the government subsidy is provided for the
farmers to compensate loss. The details of subsidy provided to Raigad farmers are
depicted in the following table;
Table 3.33 Subsidy provided to Mango Farmers in Raigad district.
Sr.
No.
Taluka No. of
Villages
No. of
Farmers
Subsidy (in lakhs)
2007-2008
Subsidy (in lakhs)
2008-2009
01 Alibaug 149 2880 59.71 37.96
02 Pen 75 1298 29.05 13.00
03 Murud 39 975 30.00 06.00
04 Karjat 161 999 40.00 07.00
05 Khalapur 109 788 25.00 0
06 Panvel 139 1199 30.00 07.94
07 Uran 25 486 05.00 03.00
08 Mangaon 127 1398 45.00 24.84
09 Tala 22 942 0 0
10 Roha 132 1542 40.00 12.00
11 Pali 92 798 17.45 04.24
12 Mahad 153 1689 30.00 04.97
13 Poladpur 73 685 08.00 01.39
14 Mhasala 83 1375 55.00 15.00
15 Shriwardhan 78 2256 75.00 15.76
Total 1457 19310 489.21 153.10
(Source: District Superintendent Agriculture Officer, Raigad- Alibag)
Under Fruit Cultivation Scheme which is related with Rojgar Hami Yojana, the
agriculture office of Raigad district has provided assistance to the farmers engaged in
horticulture. For farmers cultivating mangoes in Raigad district, assistance is provided
through various agriculture offices of Taluka in the district. The details of which are
given in the following table;
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Table No. 3.34 Governments Financial Assistance to Raigad Mango Farmers
Sr. No Year Mango Cultivation Area (in hectors)
No. of Beneficiaries
1 1990-1991 1483 10522 1991-1992 1890.9 17603 1992-1993 2170.2 22214 1993-1994 2867.9 33145 1994-1995 3663 31886 1995-1996 4040 41547 1996-1997 3728.6 33828 1997-1998 4124.5 47389 1998-1999 4055.3 3988
10 1999-2000 3655.7 329011 2000-2001 3399 375812 2001-2002 1448 204813 2002-2003 1329 167614 2003-2004 799.3 98015 2004-2005 1351 86016 2005-2006 1217 169017 2006-2007 1096 152018 2007-2008 1056 157019 2008-2009 1024.4 135120 2009-2010 965.9 1151
45364.9 47691 Total
(Source: District Superintendent Agriculture Officer, Raigad- Alibag)
Graph No. 3.8 Financial Assistance to Raigad Mango Farmers.
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Information about Mango production, diseases and fertilizers is provided to the
mango growers by concerned Taluka Agriculture Office. The Shriwardhan Taluka
Agriculture Office has provided financial assistance to three mango producers for setting
the mango processing units. These units are set up in Diveagar, Shriwardhan and Nagloli.
In the year 2007, compensation up to Rs. 9000/- is given by cheque to mango producers
those who suffered from mango loss. The Taluka agriculture officers went to each village
to distribute the cheques. (Report of Agriculture Office, Shriwardhan Taluka, 2007) The
Government provides assistance through Taluka agriculture office under;
Fruit Plantation Programme,
Phalotpadan Training Programme,
Modification and conversion of traditional varieties into improved varieties
programme.
Crop Protection Programme.
In the year 2006-2007, mango production of Raigad district decreased due to
unexpected rain, late winter and sudden increase in temperature. Maharashtra government
has sanctioned financial assistance of Rs.15000/- per hector or minimum Rs.1000/- on
60% of mango cultivation area. This assistance is provided before 31st March, 2008
through Taluka agriculture office. The mango producers whose names were on 7/12 were
eligible for this benefit. The basic object of Taluka Agriculture Office is that the farmers
should work properly on their farm by taking financial and non financial support of the
Government schemes and enjoy the more returns.
Financial assistance to the Raigad mango farmers and pre-harvest contractors is
also provided by the banks operating in this district. In March 2012, the profile of
banking system in Raigad district comprises of following;
Banking facilities in - 118 villages and in all cities.
Branch offices of 26 scheduled banks - 281
Branch offices of Commercial Banks - 200
Cooperative Banks - 9
NABARD - 1
Though formal credit is prevalent in Raigad district, mango farmers prefer
informal credit system. (Raigad District Social-Economic Survey, 2012.)
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3.18 Prospects of Raigad Mango Marketing.
Future of Raigad mango marketing is very bright. In future after adopting
adequate and required sales promotion measures, Raigad mangoes will get more prices in
APMC because they are tastier than Ratnagiri mangoes. Every year the Kokan Vikas
Pratishthan, an organization that promotes tourism in the Kokan areas in collaboration
with the Maharashtra Government celebrates ‘Mango Festival’ in Kokan and main cities
of Maharashtra. This is to develop tourism in Kokan region and to promote direct sale of
mangoes to give fair and attractive returns to mango farmers. Along with fresh mangoes,
mango products are placed in mango festival. These festivals are supported by The Food
and Vegetables Export Association. Apart from this Panan Mandal provides facility to
clean mangoes by removing stains. This will enable the mango farmers/pre-harvest
contractors to send processed and cleaned mangoes to city markets and to get high prices.
Mangoes placed in Mango Festival are naturally ripped by placing in rice straw.
Hence city consumers wait for such festivals to purchase mangoes. The turnover in
mango festival organized by Kokan Vikas Parishad in Mumbai was as follows;
Table No. 3.35 Turnover in Kokan Mango Festivals
Sr.No. Year Turnover in Rs.
01 2006 1 crore
02 2007 85 lakhs
03 2008 95 lakhs
04 2009 70 lakhs
(Source: Neha Chavre, 2009)
Mango festivals are organized not only in India but also in Singapore, France,
Germany, Spain, Chin, Dubai and England. Mango festivals in foreign countries are
organized by APEDA. For these organisations The Food and Vegetables Export
Association also provides assistance. Along with this Mango export and sale center are
established in main and central parts of the cities (Dadar at Mumbai).
Mango festivals are also organized by Sanskar and Konkan Vikas Parishad in
Thane and Mumbai. Participation in mango festival by displaying mangoes is a good
opportunity for Raigad mango marketers in coming years because city people prefer to
purchase mangoes in mango festival. Some mango marketers give assurity to replace
damaged and spoiled mangoes. Hence mango festival is attraction to mango farmers as
well as mango consumers. (Neha Chavre, 2009)
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MTDC has developed centers for the rural and the agro tourism in districts like
Thane, Raigad, Ratnagiri and Sindhudurg. Tourists can visit them independently
throughout the year. Kokan is well known for its fruits and related products. The famous
Alphonso mango is one such example. To promote the original Alphonso mangoes
produced only in Kokan region, Maharashtra Tourism Development Corporation
(MTDC) in association with the Global Kokan has organized a Mango Tourism Festival
from April 19 to June 9, 2013. Getting a place in big cities like Mumbai to sell mangoes
is not feasible to mango farmers due to high rents. Hence in mango festival, to take a stall
on rental basis in affordable rate is possible for the mango farmers to reach mangoes
directly to city customers. (Santosh Kulkarni, March, 2009)
Nate village in Raigad district has undertaken a very strange mango project to
attract tourist. In this village every household has mango trees and mango fruits are
fragrant, their white specks dilated and tip dented, waiting to be plucked from the deep-
green foliage. Near about 4,000 people in Nate village provide hospitality to the tourists.
They have prepared huts for the tourist to stay overnight. These village people stay with
them, eat with them and encourage the tourist to buy mango fruits from their backyard.
There are many tourist places in Raigad district at which such projects can be undertaken.
Now a day’s many courier companies in Raigad district offer a separate mango delivery
service.
Nagloli is a small village in Shriwardhan Taluka of Raigad district. Mostly
mangoes from Raigad district are sent to APMC, Vashi from the first week of March. At
the first time mangoes from Nagloli were sent to this market in the first week of February,
2008. Most of the farmers from Nagloli do not use any chemical fertilizers for mango
cultivation from last 40 years. They use only cow dung for mango cultivation. Mangoes
are riped naturally by using organic fertilizers and pesticides. Then also size, quality and
taste of mangoes are better than other mangoes. These mangoes got good response in
Mumbai market. Mango trees in this village are 20 to 40 years old. (Reporter, 20th
February, 2008)
‘Shetishala’ is organized at different villages in Raigad district to educate the
mango farmers about organic farming by showing demonstrations. The Inauguration
Ceremony of ‘Amba Sankalan Center’ was held in Alibag (Raigad District). At this
ceremony, Shri. Bhusare Patil- President of Indo-Israel International Agro Industries
focused on joint efforts to promote cultivation and marketing of Kokan mangoes.
(Chirner, August, 2009). Now mango farmers and middlemen from Raigad district have
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easy access in Pune and nearby markets due to renovation of roads in Tamini Ghat which
has been recently started. It will save time and cost of transportation. Before that the
mango transport to Pune market was via Bhor Ghat which was taking 6-7 hours to reach
mangoes in Pune market.
To protect mango flowers a ‘Fruit Flies Disease and Advise Project’ (kidrog salla
prakalp) has been started in Raigad district. Under this project Agriculture offices in
different talukas of Raigad district observes the mango deseases and accordingly send
messages on mobile to mango farmers in the district. Such projects will help to minimize
mango Diseases, to aware mango farmers and to increase mango production.
Dr. Balasaheb Sawant Kokan Krishi Vidyapeeth, Dapoli has undertaken research
on various aspects related with mango production. Recently, it has developed a new
mango variety that is ‘Suvarna’. This is a yearly bearing variety which is having a high
yield with longer period of bearing. Hence it is useful to extend the processing period of
processing units. Apart from this ‘Kokan Raja’ is a new mango variety developed by
KVK, Dapoli the taste of which is sweet at the raw mango stage and good to use as salad.
(Palghar, August, 2010). This University has also introduced a new technique to produce
mangoes in ‘Poly House’ on experimental basis. Raigad mango farmers can take
advantage of such innovations by cultivating new mango varieties in the district.
Dr. Balasaheb Sawant Kokan Krishi Vidyapeeth has developed a new technique to
save the mangoes from waste due to rain. It has introduced a simple ripening technique
which is affordable to mango farmers. By using this technique mangoes can be saved
from wastage and from the saka (inside white part in mango). It has also introduced a
technology on experimental basis to cultivate mangoes in Poly House to save from
adverse effects of climatic changes. This University has started Radio Station
(Aakashwani Kendra) to solve the problems of mango farmers. (Mehta Vijay, Feb., 2009)
Mango Growers Co-operative Societies in Kokan have planed to start selling
mangoes directly without the help of city agents. For this they are looking for places in
different parts of the main cities and to focus on organic mango production is their future
plan. By the same way efforts can be done by the mango growers in Raigad district.
Under Rojgar Hami Yojana (Employment Guarantee Scheme), government has
declared 100% subsidy for fruit cultivation in Kokan region. (Arvind Shirsat, May, 2010).
Mango farmers can take advantage of this scheme. Farmers from four of the main
Alphonso-producing districts - Ratnagiri, Raigad, Thane, and Sindhudurg are trying to
secure a patent for their fruit.
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Apart from this Kokan Bhumi Pratishthan has established a company ‘Save Kokan
Limited’ with the participation of farmers, Kokan people and industrialists. This company
functions for organized advertising of Kokan products, supply chain network, awareness
about Kokan products, promotion of processing business, guidance about modern
packaging etc. This company provides guidance and cooperates to restart the closed
processing units in Kokan region. (Kiran Karande, July, 2011)
For export of Indian mangoes America nation has imposed a condition that is to
send the mangoes after Vikiran Process. Before 2011 Kokan mangoes have to travel via
Lasalgaon to foreign countries because only one Vikiran (Kirnotsar) center was available
at Lasalgaon- Nasik district of Maharashtra. Major mango production in Maharashtra is in
Kokan and Marathwada and the Vikiran Kendra is only in Lasalgaon- Nashik District.
Hence due to high distance the major problem was to transport perishable mangoes to
Lasalgaon. Under the guidance of APEDA, with the permission of Maharashtra State
Agriculture Market Board and as per the demand of mango exporters, Vikiran and Isotop
Industrial Council has established a new Vikiran Kendra at Vashi-Mumbai.
As per the directions of Maharashtra Rajya Vakhar Mandal, banks provide
mortgage loan to the farmers on the security of ‘Vakhar Receipt’. A Sylo Vakhar (self
automated and multi-floor) has been established at Jawaharlal Nehru Port Trust of India,
Uran (JNPT), import export center, which is in Raigad district. It will increase export
potential of Raigad mangoes.
Under the supervision of Packhouse Manager the mangoes are cleaned, dried and
packed in the boxes and sent to Vikiran Chember. After Vikiran mangoes are exported to
America. Majority Kokan mangoes are sent to APMC Vashi. Hence it will be suitable to
mango traders to get the mangoes processed in this Vikiran Kendra at reasonable rate and
to reach the mangoes at Mumbai Airport for export purpose. This will minimize transport
cost in export of Kokan mangoes. Apart form this Vapor Heat Treatment is also available
at Vashi to avoid fruit flies. This treatment is essential to export the mangoes to Japan and
Newzealand which markets are opened for Indian mango export in 2006 and 2013
respectively. (Manisha Thakur, 2014)
In Pune city, people demand Kokan mangoes especially on the occasssion of Gudi
Padwa. In this festival they used to make Aamras as a sweet item at the begining of the
Indian Solar year (in the month of Chaitra). Along with APMC in Vashi sale of Raigad
mangoes can be promoted in APMC- Gultekadi, Pune. Top restaurants in big cities like
Mumbai and Pune put on mango festivals and the street vendors sell freshly squeezed
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mango juice. This is a good opportunity to Raigad mango farmers/pre-harvest contractors
to sell mangoes directly to these restaurants and vendors.
Kokan Bhumi Prathishtan has undertaken many measures for more
professionalism of Kokan tourism. Through Kokan Vision it has decided to impart
training to Hotel Owners to rickshaw drivers on hospitality of tourist and thereby to
promote sale of Kokan fruits and other products. It has decided to participate in Indian
and Foreign Travel Marts by setting a separate stall for Kokan Tourism and to show the
wealth of Kokan. Through ‘konkangreen.com’ website, call center is opened for the
tourist. It has undertaken ‘Village Tourism’ project for sustainable tourism. So that Kokan
youth will not migrate to cities in search of jobs. Ultimate aim of this Pratishthan is to
make Kokan Global instead of making it California (Vijay Gaikwad, December, 2012).
Under ‘Amba Punarvasan Yojana’, taluka agriculture offices provide financial
and non financial assistance to mango farmers in Raigad district. This financial assistance
is for renovation of old mango orchards for minimum 0.10 hector and for maximum 2
hector area, for cleaning & removing old trees and for planting new trees. For this Taluka
Agriculture Officers visit to the mango farmers and arrange meetings with them.
Under Panan Yojana and Employment Guarantee Scheme, farmers camps are
arranged to provide information on cultivation and distribution management. Apart from
this, government provides subsidy to form Market Information Center in Konkan for
disseminating information to the farmers regarding management after harvesting, latest
agriculture technology and data related to Krishi Panan and fluctuations in rates of
agriculture goods.
Taluka Agriculture offices provide finanacial assistance to set up processing units.
There is tremendous scope to establish large processing units and to develop mini
processing units in Raigad district. Most of the mini processing units do business of
canning. In off season, his mango pulp can be used for further processing to make juice,
squash, ambamodak etc. Mango pickle making is other opportunity to the processing
units for market expansion as it is more profitable business than other processing
businesses. (Suvarna Anantrao Deuskar, December, 2009) This will lead to generation of
employment opportunities through out the year.
Along with mangoes many other fruits (cashunut, coconut, kokam, arecanut,
jackfruit, jambhool, amla etc.) are cultivated in Raigad district. Self Help Groups have
taken lead to produce processed fruits products. Hence there is bright future for the fruit
processing industries in Raigad district. For this public and private cold storage facility,
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refer van, ripening center, etc. infrastructure is required. Kokan Bhumi Pratishthan is
trying to grab the opportunities in international market not only for export promotion of
Kokan mangoes but also other fruits cultivated in Kokan. It also focuses on marketing of
these fruits by taking into consideration changing needs of customers.
Through these measures, horticulture development in Raigad district will result in
incremental incomes to Raigad farmers and will generate many employment opportunities
for Raigad people.