A STUDY ON CULTIVATION AND MARKETING OF MANGOES IN KRISNAGIRI DISTRICT

Transcription

1 A STUDY ON CULTIVATION AND MARKETING OF MANGOES IN KRISNAGIRI DISTRICT Authors: 1. V. Palanivel Assistant Professor, PG & Research Department of Commerce, Sri Vijay Vidyalaya College of Arts and Science, Nallampalli, Dharmapuri mr_palanivel@yahoo.com Mobile Number: Dr.C.Manikanda Muthukumar, Assistant Professor, PG and Research Department of Commerce, Government Arts College (Autonomous), Salem cmkumarphd@gmail.com Mobile Number: Dr.M.Gurusamy, Associate Professor, Department of Management Studies, Paavai College of Engineering, Pachal, Namakkal gurusamymba@yahoo.com Mobile Number: Page 31

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3 ABSTRACT A mango is half of all tropical fruits produced in the global village. India is one of the largest mango producing country, which contributes to the half of the global mango production. But, less than five per cent of the mangoes produced in the Tamil Nadu which is caused by many factors defect to produce the mango such as lack of water, fertilizers, pesticides, disease, harvesting methods and so on. Even if the formers produced mangoes they are not able get reasonable price due to various factors such as, local traders quoting very low price; Mango is a perishable good which will not last longer period of time enabling the cultivators to benefit out of the trade. All the mangoes are processed as a mango pulp as the main export product. Producers generally keep away from the marketing of mango fruit by themselves as they do not want to get involved in the complications of the marketing system, the mango producer do not want to take risk of the price along with the income variation due to perishability, qualities of product to seasonal difference and lack of knowledge of marketing mango fruit. This research paper attempts to examine the type of marketing systems existing at present in Krishnagiri District. Key words: Mangoes, Producer, Production, Marketing, Disease and selling. INTRODUCTION Agriculture is a backbone of Indian economic growth and it provides employment opportunities to more than two third of the population of our country. Agriculture is playing vital role in economy growth and over a 58 percentage of population was engaged in agriculture work in India a few decade ago, particularly 70 percent of the rural households in about six lakh villages and it contributed 17.9 percentage during the 2014 to the Gross Domestic Production (GDP). The total production of agriculture sector is $ billion and India is second largest producer of agriculture product in the world. WORLD MANGOES Mainly mango is commercially cultivated in more than 80 countries like Brazil, China, Egypt, India, Indonesia, Mexico, Pakistan, Phillipines, Thailand and Vietnam among these countries India is ranking number one in mango production. The total world area of mango Page 33

4 production per year is lakh hectare and the total global mango production is lakh tones INDIAN MANGOES In India the major mango growing states are Andhra Pradesh, Uttar Pradesh, Karnataka, Bihar, Gujarat and Tamil Nadu. Among these states Andhra Pradesh ranks first in mango production with a share of percentages which is highest productivity in the India. India is a prominent fresh mango exporter to the world. India has exported fresh mangoes to the tune' of 42, MT to the world for the worth of Rs Crores during the year India s mango cultivation has occupied about 46 per cent of the global area and 40 per cent of the global production. TAMIL NADU MANGOES The farmers of Tamil Nadu are cultivating mango in an area of about hectare with the mango production about tonnes per year with average production as a productivity of 4.30 t/ha. The major mango producing district in Tamil Nadu is Krishnagiri, Dharamapuri, Vellore, Dindigul, Thiruvallur and Theni. Krishnagiri district is ranking number one in Tamil Nadu. KRISHNAGIRI DISTRICT MANGOES The total agriculture land for cultivation is hectares in Krisnagiri district, and total number of farmers cultivating all types of agriculture is Mango is cultivated in about hectares and 3000 farmers are from Krishnagiri District, the district is divided into five taluks namely Krishnagiri, Hosur, Pochampalli, Uthangarai and Denkanikottai among these taluks Pochampalli is ranked number one. Majority of mango variety produced is Totapuri (Bangolara). Table No.1: Administrative Details S.No. Taluk No. of No.of Blocks Villages Villages 1 Denkanikottai 93 Thally 53 Kelamangalam 35 2 Hosur 166 Hosur 79 Shoolagiri 87 3 Krishnagiri 142 Krishnagiri 30 Page 34

5 Veppanapalli 68 Kaveripattanam 33 4 Pochampalli 40 Bargur 39 5 Uthangarai 185 Uthangarai 145 Mathur 57 Total Source: Survey Dept., Office of District Collector MANGOE VARIETIES India is producing about 1000 varieties of mangoes however, only a few varieties are commercially cultivated all over India based on the geographical nature, but in krisnagiri district popular mango varieties are Alphonso, Totapuri, Banganapalli, senthura, Malgova and Neelum, also some other varieties of mangoes are cultivated and consumed in and around the district directly by the consumers. HISTORY OF MANGOES History of mangoes is given in different views and opinions, the botanical name for the mango is Mangifera Indica and it is a member of Anacharsdiacease family. Mangifera is derived from the combination of two words, Mango and Fero. In Latin they mean bare mangoes from Indica, meaning pertaining to India. Mango is a common name, in different languages the names are mango, Mangga, Mangot, Mangue, Mangou, mango is a king of fruit and a fruit that originated in India, has admirers all over the globe. It was found in the Vedas too. Mango undoubtedly deserves to be the national fruit of India. It is cultivated in India dating back to 6000 years. NUTRITIONAL VALUE OF MANGO Moisture % Fat % Table No.2: Nutrient Level Per 100g of Mango Flesh Protin % Fiber % Carbohydrate Minerals mg/100g Vitamins mg/100g K Na Mg P S Carotene C Source: FAO (Published by Government of India Ministry of Agriculture) Page 35

6 The mango fruit contains nearly 81% of moisture, 0.4% of fat, 0.6% of proteins, 0.8% of fibers and Carbo-Hydrate of 16.9%. The mango fruit is rich with essential minerals containing such as potassium of 205 micro gram, sodium of 26 micro gram, magnesium of 270 micro gram, phosphorus of 16 micro gram and Sulphur of 17 micro gram. In addition mango is a delicious tropical fruit and an excellent source of vitamins such as vitamins A and C. Vitamin A is important and it helps to maintain good vision and bone growth as well vitamin C is helpful promoting healthy immune function and collagen formation. In general mango contains more than 20 different vitamins and minerals to sustain us moreover it helps to reduce various problems of some types of cancer, protecting against heart disease and cholesterol build up. REVIEW OF LITERATURE: Nita Sachan, Venkat Munagala, Saswati Chakravarty and Niti Sharma (2013) in this article it is stated that India is world s second largest producer of fruits and vegetables in 2011, a total of million tonnes of were produced, India exports fresh fruits and vegetables valued nearly doubled from Rs.2, crores in to Rs crores in India has produced 40% of the national annual Mango fruit production. It captures 42% of the country's million hectares land under mango fruit cultivation. A large portion of the annual output of mango fruits is processed into pulp, juices and other derivatives. The researcher examines that there are 80 processing units and Krishnagiri District has the largest cultivation of mangoes - about 3,000 farmers cultivating mangoes. A total production of 3,00,000 tonnes of fresh mango is processed annually to produce 1,50,000 tonnes of pulp. The remaining crop is sold both in the domestic and international markets. However, it is estimated that 30-35% of the produce perishes before it reaches the end customer owing to operational inefficiencies during harvest, storage, grading, transportation, packaging and distribution. R.N. Hegde (2006) in his article examines that India has emerged as the largest producer of fruits in the world, with an annual production of million tonnes over an area of 5.2 million hectares, as against the world production of 300 million tonnes. India produces around 50% of the world s mango, Mango a native fruit of India, is now grown in over 87 countries. India is the largest producer of mango, with an annual production of about 10 million tonnes. More than 1000 varieties are grown in India, of which only 20 are commercially cultivated. Out of 10 million tonnes, around 40,000 tonnes of mango is exported as fresh fruits Page 36

7 are decided on the basis of appearance factor (i.e. size, shape, pattern, gloss, colour and physical defects). The researcher points out that necessary and adequate infrastructure, efficient logistic management, human resources development and multidisciplinary research is essential to enhance quality of export of fresh horticulture produce. Only integrated and concerted efforts of growers, suppliers, shippers, transporters and exporters can bring about satisfactory results. Edward A. Evans (2008) in this article analyses that Mangoes are produced in over 90 countries worldwide. Asia accounts for approximately 77% of global mango production, the United States has developed most of the popular cultivars traded on the international market. It is also the largest single-country mango importer. This article summarizes some of the recent trends in world and U.S. mango production, trade, and consumption. The researcher examines that while only a small proportion of total mango production enters international trade (less than 4%), the volume traded has risen substantially over the last decade. Among the factors responsible for increased mango production, trade, and consumption are lower prices, year-round availability, fewer trade barriers, longer shelf life, and consumer interest. B. C. Biswas and Lalit Kumar (2011) in this article shows that the more than 50 percent of world mango production is contributed by India but unfortunately mango productivity in the country is declining over the years. general mango culture, the causes of low productivity, The important mango producing states are Andhra Pradesh, Uttar Pradesh, Karnataka, Bihar, Gujarat, Maharashtra, Tamil Nadu, West Bengal, Kerala, and Orissa. Traditional planting method, poor management of the orchard, low or no use of plant nutrients, improper irrigation or no irrigation, use of low yielding old varieties, problems of alternate bearing of mango trees, etc are some of the important reasons of declining mango productivity in the country. The researcher points out that adoption of High Density Planting with hybrids and high yielding varieties, better management of the orchards, use hormones to induce flowering and fruiting etc result in higher mango productivity which can be considered to a revolution in mango production. But due to certain limitations, mango productivity is declining in the country. In the traditional low density cultivation, per ha plant population in mango orchard ranges from Such situation, mango trees become very big, which make it difficult to perform the needed cultural operations, like training, pruning, disease pests control poor water management etc. Page 37

8 Muhammad Sham Younis, Masood Sadiq Butt, Mian Kamran Sharif, Hafiz Ansar Rasul Sulerai and Faiza Hameed (2011) in this article analyses that the Mango is an important fruit crop cultivated in the region. Mango has turn out to be one of the imperative commercial fruit crops in the whole, worldwide distribution of mango production it is possible to supply fresh mango to worldwide markets year round. The fruit of mango varies in size, having different shape as heart shaped, slender and long, kidney shaped, round and oval. Skin colour of ripened mango fruit can vary and it may be green, yellow, red, yellow green and yellow red. The researcher examine that the yellow-orange flesh have been surrounded the single flat seed which is contained in every mango. About 0.6% protein, 1.1% fiber has been contained by ripened mango pulp and from the above concentration considerable amount (2-4%) is of starch and calcium pectate has been anticipated to be 0.7%. C.Sekhar, M. Selvarajan, A. Pounraj, M. Prahadeeswaran, and A.Vidhyavathi (2013) in this article examines that the Mango, The King of Fruits is known for its taste, flavor, attractive color and nutritional value. Though the area under mango is increasing, the productivity is declining in India over the years. India found to be the major producer and exporter of mango to the developing and the developed world. Tamil Nadu in India found to be the leader in fruit production followed by Maharashtra. When we compare the fruit production over the years, it is interesting to note that higher area under fruits have produced very meager increase in fruit production due to low productivity. In respect of productivity of mango, had witnessed highest production of mango. Percentage increase in production of mango is accounted to be per cent in a decade of time. Among the 29 districts of Tamil Nadu state, Krishnagiri has found to secure higher production of mango and ranked as number one mango district percentages. Fresh Mango and Processed Mango products are exported to different countries. The researcher point out that Krishnagiri district of Tamil Nadu is blessed with 22 mango pulp processing units. This district in Tamil Nadu had per cent of mango pulp industries and exporting the fruit drink concentrates to different countries. The percentage reduction in productivity at national level is found to be 3.19 per cent during the year Overall status of export of mango between and registered an increase of per cent. Muhammad Sarwar (2015) in this article it is analyzed that Mango is attacked by several Page 38

9 animate and inanimate pests and out of these problems insects are gaining significant proportion by which mango plants may collapse gradually or suddenly. The plants affected with these problems if are not properly managed, It is prone to damage by a large number of pests, diseases and disorders nearly, 200 insects are on records as the pests of mango. The foremost insect pests of mango are hopper, mealy bug, inflorescence midge, fruit fly, scale, shoot borer, leaf Webber and stone weevil. Mango trees are affected by a number of many other insects or mites including some of which are of minor or infrequent economic importance to pose serious threat during the flowering season and if uncontrolled they can cause severe damage. The researcher point out that the success of mango crop is associated with how effectively insect pests are managed and in the last few decades, pests management has taken a distinctly ecological approach. PROBLEM OF THE STUDY The most common problem of agriculture is climatic conditions and water problem, mango tree cultivator has to face numerous problems that are related to the water and temperature management systems, diseases and pests controlling systems these lead to decline in the production of mangoes in India. Once the farmer completes his production he struggles to get proper price due to Lack of suitable marketing avenues and channels and the decreases in margin for the producers. This study is undertaken to know the existing marketing channels and the problems associated with these marketing of mangoes by farmers in Krishnagiri District. OBJECTIVES OF THE STUDY 1. To study the factors influencing the production of mangoes in Krishnagiri District. 2. To examine the problems in marketing of mangoes in Krishnagiri District. METHODOLOGY This study has used both analytical and descriptive research based on the secondary data collected from horticulture official web site, articles, theses, and books during the year to This research analyze shows the productivity of mangoes duration of the study period. Table No.3: Agriculture Soil Classification: (Year: ) Page 39

10 S.No Type of Soil Places in District % in total Area in Ha. (Taluks) geographical area Denkonikotti Hosur 1 Red Soil Krishnagiri Uthangnari Pochampalli Clay Soil Krishnagiri Uthangari Kava Soil Vandal Soil All Taluks Barren Other Soil All Taluks Forest & Barren All Taluks Catchments Area Total Geographical Area Source: Joint Director, Agriculture Department, Krishnagiri. The above table shows that agriculture soil classification of land 45.6 % of land occupied the red soil, this soil land mostly used for agriculture cultivations for all the taluks in the krishnagiri district. Area, Production and Productivity of Mango in Krishnagiri District: Mango is the most popular fruit in Krishnagiri District. It is equally liked by both rich and the poor. In this district many people are engaged in mango cultivation. Presently in Krishnagiri District, It is being cultivated in five taluks. The Area under Mango Cultivation, the Percentage of mango increase or decrease, on the basis of productivity on mango production. Table No.4: Krishnagiri District Area, Production and Productivity of Mango S.No. Years Area in Ha Productin in Tones Productivity in Tonnes/Ha Page 40

11 Source : Annual Season and Crop Report of Krishnagiri District Fasli The above table shows that the area, production and productivity of mango cultivation in Krishnagiri district considerably fluctuated from to Krishnagiri District being the 1 st largest producer of mango in Tamil Nadu, with the total area under cultivation about to34780 hectares during the year to , the total production of mangoes to tonnes and productivity of mangoes tones per hectares from 2.92 to 7.73 MARKETING OF MANGOES Marketing of mangoes differs from place to place among the Indian Farmers, Krishnagiri district former cultivation mango are sell their mangoes into local trader, commission agents, direct selling to juice factories and oral contract between seller and buyer. The price fixing method of the mangoes based on the situation of the market and demand of the mango in Krishnagiri district and majority of the mango consumed by mango industry into mango pulps. Totapuri (Bangulora) Maximum produced and sell mango some other mangoes are also produced such as Malgova, Senthura, Neelam, Banganapalli and so on. Now the government has planned well, getting fair prices for their mangoes, and are able to market their produce worldwide through on line spot trading introduced by Safal National Exchange (SNX) for Tothapuri mangoes in Krishnagiri district. The total Krishnagiri Production about tonnes which is tonnes consumed in the place of cultivation domestic and internationally rest of the mango goes to the pulps product. CONCLUSION The study concludes that the farmers cultivating mangoes in krishnagiri district are to face lot of practical difficulties both in production and marketing of mangoes. The difficulties comprises of lack of proper irrigation system and lack of proper pest control system in the production level and lack of proper storing system in the storage level to avoid the products perishing in a very short span of time and local traders influencing the market thus bring down the price level affecting the mango farmers. Hence the farmers are trying to avert visiting markets to market their products and thus landing in the clutches of the unruly middlemen. Hence, these farmers are expecting a kind of positive solution for their problems. Solutions for the problems in cultivation level is depended mostly on the mercy of nature and the in Page 41

12 local administration. Solutions for the second level- storing level depends on the standard of local storage houses. This can be rectified if the warehouse owners come forward to provide facilities to protect perishable goods. Solution for the third level can be suggested that the farmers themselves have to research the market and find marketing strategy to get a fair price for their products. The present article has dealt with the problems only on the surface level and more serious study and survey has to be made for suggesting permanent solutions for the said problems. REFERENCE: 1. Narendra Bhushan (2013), Post-Harvest Profile of Mango, Government of India Ministry of Agriculture, Directorate of Marketing and Inspection, Branch Head Office, Nagpur. 2. Sarada Gopalakrishnan (2013), Marketing System of Mangoes in India, World Applied Sciences Journal 21 (7): , 2013, Institute of Technology and Management, Chennai, Tamil Nadu, India, 3. Nita Sachan, Venkat Munagala, Saswati Chakravarty and Niti Sharma (2013), Innovation Cluster in the Food Processing Industry at Krishnagiri, Tamil Nadu, Indian School of Business (ISB), National Innovation Council. 4. R.N. Hegde (2006), Prospects for Export of Indian Fresh Alphonso Mangoes, National Bank for Agricultural and Rural Development, Maharashtra Regional Office, Pune. 5. Edward A. Evans (2008), Recent Trends in World and U.S. Mango Production, Trade, and Consumption, University of Florida, Gainesville, 6. B. C. Biswas and Lalit Kumar (2011), Revolution in Mango Production Success Stories of Some Farmers, FAI, New Delhi, 7. Muhammad Sham Younis, Masood Sadiq Butt, Mian Kamran Sharif, Hafiz Ansar Rasul Sulerai and Faiza Hameed (2011), Effect of preservatives on physicochemical, microbial and sensory attributes of mangoes, Internet Journal of Food Safety, Vol.13, 2011, p C.Sekhar, M. Selvarajan, A. Pounraj, M. Prahadeeswaran, and A.Vidhyavathi (2013), Production and Export of Mango In India A Paradigm to the Developing Nations, American International Journal of Research in Humanities, Arts and Social Sciences, Page 42

13 ISSN (Print): , ISSN (Online): , ISSN (CD-ROM): , 9. Muhammad Sarwar (2015), Integrated Management of Insect Pests of Mango (Mangifera Indica L.) in the Orchard, Achieves of Scientific Research, Nuclear Institute for Agriculture & Biology (NIAB), Faisalabad-38950, Punjab, Pakistan. April June, Volume 1 Issue Page No: G. Azad Basha (2011), A Study on Problems and Prospects of Mango Marketing in Salem District, Ph.D, Thesis Salem Sowdeswarrri College, Periyar University Salem. 11. Arunachala Rajan. A (2014), A Study of Production and Marketing Problems of Mango Cultivators in Tirunelveli District, Ph.D, Thesis submitted to Manonmaniam Sundaranar University, Tirunelveli, Tamil Nadu ***** Page 43