K. PRASANTHI*, S. HYMA JYOTHI, M.V. KRISHNAJI AND B. RAMANA MURTHY

Institute of Agribusiness Management, S.V. Agricultural College, ANGRAU, Tirupati-517 502.

ABSTRACT

Mango occupies a significant position among the fruits grown in India, hailed as the king of fruits due to its versatility and utility. Various processed food products, including pickles, baby foods, mango leather, and toffee, are derived from mangoes. In Andhra Pradesh, Kakinada district hosts a substantial number of mango jelly processing units, generating income and employment opportunities. However, challenges such as adverse climatic conditions affecting mango crops, lack of credit facilities, price fluctuations, labor availability, storage facilities, and equipment maintenance impact the working capital requirements and overall profitability of processing units. Middlemen practices, poor profit margins, limited market intelligence, and domestic demand constraints also pose marketing barriers. Policy interventions and support from the government are crucial to improve infrastructural facilities, access to credit, fair pricing, and market intelligence, ultimately promoting the growth of the mango jelly processing industry in Andhra Pradesh.

KEYWORDS: Constraints, Mango, Marketing, Processing.