Gujarat: Navsari kesar mango growers pin hope on new Atmanirbhar scheme

SURAT: The central government’s ‘one district, one product’ scheme will provide a shot in the arm of mango growers in Navsari who are seeking global recognition for their locally grown ‘Navsari kesar’ mangoes.
Gujarat is already famous for its kesar mangoes from Junagadh.

In recent times, mango growers in Navsari have launched campaigns to promote ‘Navsari kesar’ hoping that it will create a special identity for its kesar in the market.As part of ‘Atmanirbhar Bharat’ campaign, the centre has prepared guideline to implement “formalization of micro food processing enterprises” so that unorganized food processing sector can be promoted. The government has identified one product per district which is unique to that particular district in the state.
In South Gujarat, kesar mango has been selected for Navsari while banana has been selected for neighbouring Surat and Bharuch districts.
“The scheme will provide a framework for value chain development and alignment of support infrastructure. The crop could be a perishable agri-produce, cereal-based product or a food product widely produced in a district,” said Dinesha Padaliya, deputy director (horticulture) Surat.
“This will encourage kesar mango growers in Navsari district in their market linkages, value addition and branding which they need most to create special identity for ‘Navsari kesar’,” Vinod Desai, a chartered Accountant and a consultant for agri export told TOI.
Darshan Desai, secretary of Navsari APMC, told TOI, “Navsari APMC this year had prepared a video song to promote ‘Navsari kesar’ and launched a promotional song as well. Moreover, we have recently designed special packing boxes for Navsari kesar for the next season. We have focused on branding and marketing of Navsari kesar and it will create its place among mango lovers across the state and the country. The geographical Indication (GI) tag for Navsari kesar is under process,’‘
Sources said kesar variety accounts for over half of the total area under mango cultivation in seven districts of South Gujarat. Of the total 97,646 ha land under mango cultivation, kesar accounts for nearly 55%.