Odisha must develop distinct mango brand identity: Deputy CM

Bhubaneswar: Deputy CM and agriculture minister KV Singh Deo, while attending the state-level Mango Festival here on Friday, said Odisha must develop a distinct brand identity for its mangoes to boost farmers’ income and strengthen agricultural exports.

The festival, jointly organised by ICAR-IIHR, Bengaluru, and the State Directorate of Horticulture, showcased Odisha’s mango heritage and efforts in biodiversity conservation and sustainable farming. It drew growers, scientists and consumers, and also highlighted the ‘Khet Bachao Abhiyan’ to promote awareness of protecting agricultural land.

Singh Deo underlined the need for crop diversification to improve farm productivity and resilience. He urged farmers to adopt pulses, oilseeds and fruit crops such as dragon fruit, citing its high market potential and medicinal value, and called for a shift from traditional mono-cropping practices.

He said the state govt is facilitating exposure visits and knowledge-sharing to help Odisha’s farmers adopt successful practices from across India. Other speakers also discussed key challenges and opportunities in the horticulture sector.

Agriculture secretary Sachin Jadhav said Odisha has more than 2.5 lakh hectares under mango cultivation. ICAR-IIHR director Tushar Kanti Behera presented high-yielding fruit varieties developed to support local growers.

An exhibition at the venue displayed more than 60 varieties of mango. Scientists interacted with farmers on orchard management and pest control. Several Farmer Producer Organisations set up stalls to sell mangoes directly to consumers to improve market linkages, according to an official statement.

Separately, the Odisha Rural Development and Marketing Society (ORMAS) is organising a Mango Festival from May 30 to June 10, with direct-sale counters in Bhubaneswar at Patia, Saheed Nagar, the SIRD campus and Madhusudan Park in Pokhariput. Farmers are selling naturally ripened mangoes directly to consumers at affordable prices without middlemen.