RETAIL IMPACT OF EU BAN ON ALPHONSOS

VIEWPOINT:

Mumbai, May: It is a season that spans only two months, but in these two months Alphonso mangoes go on to generate sales of a whopping Rs. 2000/- crore. And with 70% of the sales happening in Mumbai, it has quite an impact on the region’s economy. Currently about 1 lac boxes arrive in the market each day, but this year the quality of the crop has been below par and most of the mangoes are of inferior quality. The prices are also 50-60% higher compared to last year.

“However, the recent ban on mangoes by the European Union may have an impact on retail prices. Though, it is a likely scenario that the prices will fall, it is not a necessity. New markets like New Zealand have opened up and the Gulf region is experiencing a massive increase in their consumption of Alphonsos,” says Rajiv Tevtiya, co founder and CEO, greencart.in, a Mumbai based online portal that has emerged as one of the largest mango retailers in the organized segment. The portal specializes in fresh produce and gourmet food.

However, what is of a larger significance to the retail consumers is that this season the Karnataka Alphonsos have hit the market in big way.

Mangoes of a particular variety that grow in the coastal belt of Konkan and certain areas of South Gujarat are called Alphonso Mangoes. The soil, the climate, the proximity to the sea, the wind and the temperature that the crop are exposed to are some of the key factors that determine their texture, aroma, color and flavor. Alphonso mangoes from Devgad are said to be the finest followed by those from the neighboring Ratnagiri. Valsad, Murud-Janjira and Sindhudurg are also known to provide quality Alphonsos.

“Over 70% of the Alphonsos sold in local markets of Mumbai are Karnataka Alphonsos under the guise of Ratnagiri or Devgad. True aficionados can spot the difference, but most consumers will not be able to. These mangoes are slightly less sweet in taste but are 20 to 30% cheaper as compared to Ratnagiri or Devgad counterparts within the same grade,” adds Mr. Tevtiya.

“Due to an extended winter, the mango season started late this year. The Alphonsos need a stroke of heat for them to mature properly. The weather affected much of the crops and resulted in a drop in quality. While mangoes are available in the market, quality Alphonsos are in short supply. To overcome the shortage, many retailers are selling Karnataka mangoes as Alphonsos. What is unethical about this is the lack of transparency and they being sold as Ratnagiri and Devgad Alphonsos,” he says.

“The Greencart mangoes, currently available at www.greencart.in, comprise twelve varieties of Alphonsos sourced from select orchards. Greencart’s in depth expertise in Agribusiness help them source top-notch quality from the select farms.  Our mangoes differ from those available at local vendors. They are hand graded for standardization and naturally ripened at Government approved ripening chambers. Natural ripening is a long and intensive process that incurs substantial costs. So most vendors resort to ripening the mangoes artificially by using a banned toxic powder called Calcium Carbide, which are known to cause severe health damages. Our mangoes come with a carbide free guarantee,” concludes Rajiv Tevtiya.

About Greencart:

Greencart.in is a Mumbai based online portal specializing in fresh produce and gourmet food. It had recently secured US $ 1.5 million in its first round of funding. It currently offers more than 1500 products in over thirty categories. Its fresh range is one of the most extensive in the city and is currently unmatched by any online or brick and mortar store. The full range of products can be viewed at www.greencart.in.  The products are currently delivered across Mumbai, Navi Mumbai & Thane and will soon be available in other parts.