Tuesday, May 11, 2010

Kesar Mango Keri – The real taste of Mango

With a rich haul of Kesar mangoes, the Gujarat Agro Industries Corporation has decided to brand the fruit nationally. Production of the fruit is estimated to cross 10 lakh tonnes this season.

The Junagadh Agriculture University and the GAIC have estimated the production of Kesar at 10 lakh tonnes, which is more than three times the production registered last year.
The Corporation is also planning to certify naturally ripened Kesar mangoes and build Brand Kesar to market the fruit nationally as well as internationally.

As part of the Corporation’s efforts to distribute the fruit nationally, 50,000 boxes of Kesar will be transported to the Delhi Haat for display and sale.

“The sale of Kesar Keri is the highest in Ahmedabad City. People in Delhi are hardly aware of the taste of the mango. An effort will be made to popularize the fruit by encouraging people to taste the fruit. No one can resist the taste. We are confident that they will keep coming back for more,” said D Thara, Managing Director of the GAIC.

The GAIC is also in touch with the National Horticulture Board Gurgaon. The Board has tie-ups with several malls in Delhi. The mangoes will be distributed through these malls.
Once the fruit gains popularity in Delhi, it will be then distributed across six major cities including Mumbai, Bangalore and Kolkata.

Thara said that to get certification, the fruits will have to meet the standards prescribed for organic mangoes.

The managing director said the production of mango has been good due to good weather. “We have decided to export Kesar Mangoes in a big way.

We have invited the opinion of traders regarding possible markets where the fruits can be sold. We have a rich tradition to live up to. Gujarat will turn 50 on May 1 but the Kesar is 75 years old. We will celebrate its diamond jubilee with passion.”

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