India Post has launched a special initiative in Mumbai to deliver GI-tagged Ratnagiri Alphonso mango directly to customers’ homes.
The initiative aims to strengthen market linkages between farmers and urban consumers while ensuring better returns for mango growers. According to an official release, the program is designed not just as a seasonal service but as a sustainable support system for farmers and small entrepreneurs in Ratnagiri.
By leveraging India Post’s logistics network, the initiative seeks to eliminate middlemen and ensure that farmers receive a larger share of the final sale price. Orders can be placed via QR codes and WhatsApp, and a cash-on-delivery option has also been made available to make participation easier for small producers.
Fresh Alphonso mangoes will be delivered directly to consumers, supporting rural livelihoods while providing urban residents with high-quality produce at competitive prices.
Speaking on the initiative, Postmaster General of Mumbai region, Kainaat Arora said the program connects Ratnagiri farmers with city consumers, helping growers earn better incomes while ensuring easy access to fresh fruit for Mumbaikars.
The GI tag ensures authenticity, especially as concerns remain over the use of harmful chemicals like carbide for artificial ripening by some traders.
Prices of Ratnagiri Alphonso mangoes currently range between INR 1,500 and INR 3,000 per box, depending on size. With demand expected to rise ahead of Akshaya Tritiya on April 19, prices are likely to remain stable in the short term.
However, with peak harvesting expected in late April and early May, increased supply may lead to more competitive pricing while maintaining quality.
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