Kesar Mangoes Take Center Stage in India’s Export Strategy to the US

In 2006, former US President George W. Bush experienced the delightful taste of Alphonso mangoes during his visit to New Delhi, famously turning to then-Prime Minister Manmohan Singh and exclaiming, “This is a hell of a fruit.” This moment marked a significant turning point for Indian mangoes, as it coincided with the US lifting its ban on imports of the fruit, resulting in a surge in demand from American consumers.

Nearly two decades later, Indian mangoes are finally making a notable impact in the US retail landscape. Major stores, including Costco, now stock these tropical delights, and recent headlines in The Wall Street Journal underscore the growing obsession among Americans for Indian mangoes, with one article stating, “Americans Will Do Anything to Get Indian Mangoes.”

Interestingly, the spotlight is shifting from the famed Alphonso variety to Kesar mangoes, which are gaining traction among American mango enthusiasts. This strategic pivot seems to be a calculated move by Indian exporters to enhance the appeal of this specific mango variety, known for its sweetness and rich flavor. Kesar mangoes are not only popular in India but also have a unique taste that appeals to the American palate.

India is the world’s leading producer of mangoes, accounting for approximately 40% of global mango production, as reported by the Food and Agriculture Organization of the United Nations. Historically, the primary markets for Indian mango exports have included the United Kingdom, the United Arab Emirates, Kuwait, and Qatar. However, the burgeoning US market is now capturing attention, with an average of around 4,000 tonnes of Indian mangoes reaching American shores annually.

The growing interest in Indian mangoes, particularly Kesar, reflects a broader trend of the US consumer market becoming more adventurous with diverse food options. As Indian mangoes find their way into more grocery aisles, the fruit’s rich cultural heritage and flavor profile are expected to further entice American consumers, paving the way for sustained growth in exports.

Source: scroll.in