9 June 2026, Malda
A high-level district stakeholder meeting was convened at the Office of the District Magistrate, Malda, under the flagship branding initiative “AMAR Malda” today, aimed at positioning Malda mangoes on national and international markets through enhanced quality, value addition, and strategic market linkages.
The meeting was chaired by Shri Rajanvir Singh Kapur, IAS, District Magistrate, Malda, and witnessed active participation from mango growers, exporters, representatives of APEDA, officials from line departments, and scientists from ICAR-KVK (CISH), Malda and Regional Research Station (RRS), Malda.
The deliberations focused on transforming the mango ecosystem of Malda into a globally competitive value chain through improved production practices, post-harvest management, entrepreneurship development, export facilitation, and market diversification. Emphasis was placed on strengthening critical infrastructure including pack houses, cold storage units, and pulp extraction facilities to reduce post-harvest losses and enhance value realization for farmers.
Stakeholders also explored strategies to resolve marketing constraints in allied horticultural crops such as litchi and discussed enabling air cargo facilitation through Bagdogra to expand export opportunities for fresh fruits from the region. Integration of mango production with tourism circuits, retail chains, e-commerce platforms, and digital marketing systems was highlighted as a key pathway to expand consumer reach and strengthen the “Malda Mango” brand identity.
Reflecting on the occasion, Dr Pradip Dey, Director, ICAR-Agricultural Technology Application Research Institute, Kolkata, stated that the “AMAR Malda” initiative exemplifies effective policy convergence translating into field-level transformation of the mango value chain. He emphasized that such district-led convergence platforms are well aligned with national priorities on export promotion, post-harvest infrastructure development, and farmer-centric value addition systems. Dr. Dey further observed that integrating science, governance, and market-oriented policy instruments is critical to positioning Malda mango as a globally competitive agri-brand.
Following the meeting, the District Magistrate visited the ICAR-KVK (CISH), Malda to review field-level innovations and ongoing technological interventions. He appreciated the QR code-enabled digital orchard initiative, which provides real-time access to mango production and management advisories, recognizing it as an effective model for digital extension and farmer outreach.
The District Magistrate also inspected the fruit bagging demonstration units and noted significant improvements in fruit quality, appearance, and market value achieved through the intervention. He further launched the publication titled “Malda Mango Export Communication Plan”, developed by the KVK to strengthen export readiness and market intelligence for stakeholders.
The visit concluded with a tree plantation programme within the KVK campus, symbolizing the commitment towards sustainability and environmental stewardship.
The programme underscored the strong convergence between the district administration and ICAR-KVK (CISH), Malda in driving innovation-led horticultural development, strengthening value chains, and enhancing livelihood opportunities for mango growers under the “AMAR Malda” vision.
(Source: ICAR-Agricultural Technology Application Research Institute, Kolkata)
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