Malda, June 9 -- In a major step towards promoting Malda's world-famous mangoes and strengthening the district's economy, the Malda district administration on Tuesday launched the ambitious "Aamar Malda" initiative, a comprehensive branding and development programme aimed at transforming Malda into the Mango Capital of India.
The initiative seeks to establish Malda mangoes as a globally recognised premium brand while creating new opportunities for farmers, traders, exporters, entrepreneurs, and tourism stakeholders.
Launching the programme at a symposium attended by growers, exporters, traders, public representatives and government officials, District Magistrate Rajanvir Singh Kapur said: "Aamar Malda is not merely a branding exercise; it is a comprehensive economic and tourism roadmap centred around the district's most iconic fruit. Our vision is to position Malda mangoes on the global map while ensuring sustainable economic growth for farmers, entrepreneurs and all stakeholders connected with the mango ecosystem."
A key component of the initiative is the development of a dedicated Mango Tourism Circuit, which will include orchard visits, farm-stay experiences, harvest festivals, mango-tasting centres and agri-tourism activities.
The district administration also plans to boost exports through collaboration with agencies such as APEDA, Krishi Vigyan Kendra and other government institutions. Proposed measures include quality certification, development of pack-house infrastructure, direct market linkages and compliance with international export standards.
Kapur said: "We are exploring ways to market Malda mangoes through online platforms such as Amazon, Blinkit and BigBasket. Efforts are also being made to facilitate exports and encourage organic cultivation by reducing the use of chemicals. Our aim is to increase demand and establish Malda mangoes as a premium brand comparable to Alphonso, Ratnagiri or Goa mangoes."
The initiative will also support Farmer Producer Organisations (FPOs), Self-Help Groups (SHGs) and local entrepreneurs, while promoting the Geographical Indication (GI) status of Malda mangoes through branding campaigns, awareness programmes and legal safeguards.
Among the flagship activities planned are Malda Mango Fairs in Malda, Kolkata and Delhi, along with dedicated branding kiosks at Malda Town Railway Station under the One District One Product (ODOP) scheme. The administration has also announced mango sapling plantation drives, orchard-based cycling events, medical camps for orchard workers and livelihood support programmes during lean agricultural periods.
Ujjwal Saha, president of the Malda Mango Merchants' Association, said that the exercise will help promote awareness of the "unique quality of our mangoes in international markets and create new opportunities for the mango industry".
Published by HT Digital Content Services with permission from Millennium Post.