UP's mango brand 'Nawab' launched Bangalore

BANGALORE: Uttar Pradesh Mandi Parishad (UPMP) has launched its mango brand 'Nawab' in Bangalore.

The company has branded three varieties under a common brand name 'Nawab' and has also roped in the National Agricultural Co-operative Marketing Federation of India Ltd. (NAFED) to market these varieties that are so popular in North India.



UPMP will launch the mango brand in Mumbai on 15 June, as per Dr. Ramesh Chandra Asst. Agricultural Marketing Officer, Bareilly. NAFED will market 'Nawab' mangoes in Delhi, Mumbai, Chennai, Kolkatta, Hyderabad, Ahmedabad, Bangalore and Chandigarh.

During their 2003 attempt, UPMP had tied up with the State Horticultural Department in Bangalore and sold around 100 tons of the Dashehari, Chausa and Langda varieties of the royal fruit. The Dashehari mango was the weakness of the erstwhile 'Nawab' of Lucknow says UPMP's press release.



NAFED Bangalore branch manager K M Ramamurthy plans to utilize the popular state-run "no profit-no loss" agricultural products selling HOPCOM outlets. He also plans to approach chains such as 'Foodworld', 'Fabmall' and 'Greens and Grains'.



Chandra says that the UP state government has earmarked a budget of a little more than Rs 10 million to market 'Nawab' globally; UPMP would be willing to shell in to meet shortfalls. UPMP will supply 3.5 kgs cases containing 9 mangoes each at rs.125 per case, which Ramamurthy says that HOPCOM's will probably sell at Rs 145 per case. UPMP had grossed around Rs 4 billion last year, of which Rs 500 million came from mangoes.

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