The branding potential of Indian mangoes and exploration of branding frameworks for horticulture products

Abstract

The Global Horticulture market is estimated to be about USD 20.77 Billion in 2021, and India takes the second position in the world production of fruits, only behind China. However, despite a podium position in production, India’s contribution to global fruit exports is at a meagre 2%. This begs the question, what have been the challenges which have acted as bottlenecks to growth in this sector. The global industry is growing at a CAGR of above 10%, and the time is ripe to develop infrastructure as well as marketing strength to leverage the most out of a market which is expected to be worth over USD 40.2 Billion in the next 5 years. The focus of our project will be to understand the potential of one of the major fruits produced in India- mango (40.48% of global production) or any other seasonal fruit with high growth potential and how can it be branded considering the challenges faced throughout its life cycle. The project will also aim to develop a standard framework of marketing such products in overseas markets.