Papers by Ajitkumar N Vachhani
Plant Archives, 2025
India is the world's largest producer of mangoes, accounting for approximately 41% of the global ... more India is the world's largest producer of mangoes, accounting for approximately 41% of the global output, yet contributing only 5-6% to the international mango trade. This gap highlights the challenges of converting production strength into export success. Key constraints include high post-harvest losses (25-40%), limited cold chain infrastructure, poor quality grading, and low adoption of processing technologies. Despite the rising global demand, less than 2% of India's mangoes are processed into value-added products, such as pulp, juice, or dried slices. Export-focused varieties such as Alphonso and Kesar have a strong demand in markets such as the USA, UK, and UAE, whereas Totapuri is primarily used in processing. India's rich varietal diversity offers opportunities for industrial differentiation and market segmentation in the wine industry. However, to boost competitiveness, significant improvements are needed in logistics, post-harvest handling, packaging and phytosanitary compliance. Government initiatives, such as Agricultural Export Zones (AEZs), One District One Product (ODOP), and support from APEDA and MIDH, are working to address these issues through cluster development, infrastructure funding, and export facilitation. The sector's potential can be unlocked through integrated value chains, farmer training, enhanced packaging and branding, and wider adoption of quality certifications. Strengthening processing capacity and promoting value-added exports can transform India from a production giant into a global mango export hub, contributing significantly to rural income, employment, and foreign exchange earnings.
Plant Archives Journal, 2025
Marketing constraints among mango growers : A case study of Junagadh and Gir-Somnath districts, G... more Marketing constraints among mango growers : A case study of Junagadh and Gir-Somnath districts, Gujarat, India
Advances in consumer research. Association for Consumer Research (U.S.), 2025
This study empirically evaluates customer satisfaction and brand perception of TRIBES India, a re... more This study empirically evaluates customer satisfaction and brand perception of TRIBES India, a retail initiative by TRIFED (Tribal Cooperative Marketing Development Federation of India) that promotes tribal handicrafts, textiles, and organic products. The research employs an online survey of 100 respondents to assess satisfaction levels, trust in tribal products, and areas for improvement. Key findings indicate high satisfaction with product authenticity, quality, and staff service. However, significant concerns were identified regarding pricing perceptions and product availability. While the government-backed credibility fosters strong brand trust and a sense of social responsibility, customers suggest enhancements in digital engagement, marketing, and regional accessibility. The study provides actionable insights for TRIFED to enhance customer experience, optimize pricing strategies, and expand outreach through improved operational efficiency and targeted communication.
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Papers by Ajitkumar N Vachhani