Mango prices fall as Nuzvid farmers sell directly to consumers

Vijayawada: Mango prices, which were soaring until recently, have sharply dropped in Vijayawada following a bold move by local farmers. Frustrated by middlemen purchasing mangoes at low rates and reselling them at high prices, several farmers from the Nuzvid region started selling their produce directly to consumers at affordable prices.
The Nuzvid area, known for its premium Banganapalle and Chinna Rasalu mangoes along with 32 rare varieties, traditionally sees heavy demand across India. After district reorganisation, mango cultivation expanded across Krishna, NTR, and Eluru districts. However, this season, farmers faced significant losses due to unseasonal rains and pest attacks, leading to a drop in fruit quality.
Export traders, citing reduced quality, slashed purchase rates, leaving farmers struggling to recover even basic production costs. In response, many farmers began selling directly from pushcarts and stalls in cities like Vijayawada, Guntur, Eluru, and Tenali. As a result, the price of a dozen Banginapalli mangoes, which traders sold for up to ₹800, has fallen to ₹450 when bought directly from farmers. Similarly, Chinna Rasalu mangoes priced at ₹1,200 per dozen are now available for just ₹500.
Farmers and consumers alike are benefiting from this direct sales model. Sunkara Srinivasa Rao, a farmer from Nuzvid, shared that while they previously sold a dozen Banginapalli mangoes to middlemen for ₹250, they are now earning better profits by selling directly at ₹450. Rao urged agricultural marketing authorities to support farmers by allowing direct sales at Rythu Bazaars, enhancing farmers' profits further.
Meanwhile, mango traders argue that the sudden fall in prices is due to an increased local supply matching consumer demand. Regardless, consumers are delighted, relishing the seasonal fruit at significantly lower prices.