Pune, April 11 (NationPress) Maharashtra's Minister for Marketing, Jayakumar Rawal, emphasized on Saturday the government's dedication to empowering farmers and enhancing the rural economy. The state is actively pursuing various initiatives aimed at improving market access and boosting farmers' incomes.

During the opening ceremony of the 'Mango Festival-2026' at Market Yard, Pune, the Minister announced plans to extend the festival's reach to Mumbai and New Delhi, thereby offering farmers improved facilities and wider market opportunities.

This event was organized by the Maharashtra State Agricultural Marketing Board (MSAMB) in partnership with the Pune Zilla Parishad.

Minister Rawal discussed the transformation of the direct-to-consumer sales model, which originated in 2001 at the MSAMB office through the Devgad Taluka Mango Growers Co-operative Society and 'Mahamango'. This initiative has significantly expanded into a substantial movement.

He noted that this year marks the 25th anniversary of the Mango Festival, which will last for around 40 days and feature 60 stalls, with two farmers sharing each stall. Plans are underway to increase the number of stalls to 150. This initiative aims to establish enduring connections between farmers and urban consumers, effectively removing middlemen.

The festival will highlight GI-tagged (Geographical Indication) Alphonsos from five districts in Konkan, along with Kesar, Pairi, and other mango varieties. Minister Rawal stated, "The GI tag guarantees the authenticity of the Alphonso mango, protecting consumers from fraud while ensuring farmers receive the recognition they deserve."

In a move towards modernization, the Minister mentioned the introduction of QR Codes, which will provide each fruit with a digital identity, and the 'Know Your Farmer' (KYF) initiative, offering consumers direct access to information about the origin of their fruit to foster trust. Additionally, social media marketing has been implemented to extensively promote the festival.

Under Chief Minister Devendra Fadnavis’s guidance, the Marketing Board organizes various festivals for millets, oranges, cashews, and raisins, collaborating with Farmer Producer Companies (FPOs), cooperatives, and women’s self-help groups (SHGs) through MAVIM.

The Minister highlighted that officials will visit states including Delhi, Rajasthan, Gujarat, and West Bengal to explore innovative marketing strategies and export-processing systems. Plans have been finalized to create the world's largest agricultural market in Maharashtra, which will be strategically linked to sea, rail, air, and highways for an efficient supply chain. New schemes are being developed for Banana Clusters and Onion Processing to enhance the value of agricultural products.

MSAMB Executive Director Sanjay Kadam remarked that this year's festival, running from April 10 to May 31, follows a highly successful previous edition. In 2025, the festival recorded sales of 3.4 million dozen mangoes, generating a turnover of Rs 225 crore. In alignment with the Minister’s directives, future festivals will also take place at Mantralaya, Maharashtra Sadan, and Maharashtra Mandal in Delhi.