Totapuri mango farmers in a jam as crisis hits hard

Vijayawada: As the crisis surrounding Totapuri mangoes intensifies across Andhra Pradesh, farmers in the Nuzvid region are grappling with massive losses. With the pulp industry and jelly manufacturers halting procurement this year, demand for the Totapuri variety — primarily used for juice and not for table consumption — plummeted, pushing farmers into a difficult situation. Farmers are taking the direct sales route to overcome losses and markets in Vijayawada are flooded with Totapuri mango stalls in recent times.

Traditionally, the Nuzvid region produces a large quantity of Totapuri mangoes towards the end of the season, along with Banginipalli and small juice varieties. However, unlike the superior Totapuri mangoes from Chittoor, Nuzvid's produce is often labelled inferior due to its lower sweetness levels.

This year, pulp factories are offering a meagre ₹6 per kg, while middlemen are pushing prices down to ₹4 per kg. The state govt recently announced a ₹4 subsidy per kg, helping farmers receive up to ₹8. But with harvesting alone costing ₹3 per kg, farmers say they are still unable to recover their investment.

In response, local farmers, with support from the agriculture marketing department, are adopting an innovative strategy — selling Totapuri mangoes directly to consumers as a table variety. Harvested just before full ripeness, these mangoes are being sold in markets like Vijayawada for anywhere between ₹25 and ₹30 per kg, bypassing middlemen and offering some financial relief.

"No one pays us more than ₹4 in the wholesale market. Even after adding ₹3 in transport costs, selling directly to consumers helps us recover a part of our losses," said M Rambabu, a farmer from Agiripalli.

Adding a new twist, social media influencers are promoting ways to make juice and jelly from Totapuri mangoes. Their tutorials are inspiring homemakers like P Lakshmi to try the fruit, boosting retail sales.

Despite this temporary fix, farmers are urging the govt to find a permanent solution for the Totapuri mango market crisis, which resurfaces every season.