EXPLORING PRODUCT DIFFERENTIATION AND MARKETING APPROACHES FOR ALPHONSO MANGO: EVIDENCE FROM A PILOT STUDY IN PUNE REGION

Vinay Nivrutti Jadhav; Shrikrishna Gulabrao Walke

doi:10.29121/shodhkosh.v5.i6.2024.6096

Authors

Vinay Nivrutti Jadhav Research Scholar, P.C.E.T’s, S.B. Patil Institute of Management, Nigdi, Pune, Maharashtra, India.
Dr. Shrikrishna Gulabrao Walke Director, Siddhant Institute of Management, Pune, Maharashtra, India

DOI:

https://doi.org/10.29121/shodhkosh.v5.i6.2024.6096

Keywords:

Alphonso Mango, Product Differentiation, Marketing Strategies, Farmer, Producer Organizations, Geographical Indication (Gi), Consumer Behavior, Traceability Systems

Abstract [English]

The Alphonso mango, celebrated for its rich flavor, aroma, and texture, holds a premium position in both domestic and export markets. However, despite its superior qualities, farmers and sellers often face challenges in market positioning, value realization, and combating counterfeit or adulterated varieties. This pilot study explores the product differentiation strategies and marketing approaches adopted for Alphonso mangoes in the Pune region. Through structured interviews with farmers, traders, Farmer Producer Organizations (FPOs), and consumers, as well as field observations, the study identifies key determinants influencing consumer preferences and purchasing behaviors. The findings highlight that geographical indication (GI) tagging, organic certifications, and traceability systems are crucial in enhancing product authenticity and market value. Direct-to-consumer models, such as online sales and farm-to-home delivery, have emerged as effective alternatives to the traditional mandi-based system. Regional challenges such as logistics inefficiencies, lack of cold chain infrastructure, and limited consumer awareness regarding certified Alphonso mangoes are also discussed. Success stories from select FPOs demonstrate that strategic branding, packaging innovations, and quality assurance mechanisms can lead to higher consumer trust and price premiums. The study reveals critical gaps in infrastructure, market access, and digital literacy that hinder the scalability of innovative models. Policy implications include the need for supporting farmer collectives, enhancing rural marketing networks, and incentivizing adoption of digital traceability tools. The research provides a foundation for larger-scale studies and offers actionable insights to enhance the competitiveness of Alphonso mangoes in domestic and global markets.

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