Abstract
This study is an attempt to analyze the prevailing value chain of mango along with system of
mango marketing. Value addition at different levels of value chain, upgrading of mango in the
value chain and cost and benefit of mango business were also examined. The sample size was
210 which included 75 growers selected randomly from three mango growing districts namely
Rajshahi, Chapai Nawabganj and Meherpur. Wholesale and retail markets were also selected
from the supplying districts and Dhaka Karwan Bazar and Badamtoli market were selected
from Dhaka city. The selected 135 traders included 30 Bairal, 30 Bepari, 18 Aratdar (local), 8
Aratdar (Dhaka) and 28 retailers (Dhaka) and 21 retailers (local). Data were collected by
applying direct interview method, conducting focus group discussions and the Key Informants
Interviews during the period of January to August 2013. The whole value chain of mango was
completed through six separate supply chains of mango from the input suppliers to mango
growers, then produced mango to the ultimate consumers and processors. Mango marketing
season spreads over four months from May to August. But Guti mango is generally available
only during May and June in the market. No grade standard has been developed yet in the
country. Market information is collected individually. Retailers adopt promotion program for
selling mangoes. Mango cultivation was found profitable in the study areas with per hectare
net return of Tk. 277,365 and BCR was 2.34 in all area. Net return per hectare for mango growers
was higher in Meherpur (Tk. 281,099) than the mango growers in Rajshahi (Tk. 276,865) and
Chapai Nawabganj (Tk. 274,130) districts. The total marketing cost was Tk. 912 per quintal in
local market which is lower than Dhaka market. The highest marketing cost was incurred by
Bepari that was Tk. 474 per quintal which is followed by retailer (Dhaka), farmer, Bairal, local
retailer, Aratdar (Dhaka) and Aratdar (local). In value chain, highest value was added by
growers (Tk. 1632) and second highest value (Tk.656) was added by Aratdar (Dhaka) and lowest
value was added by Bairal (Tk.122). Risks involved in mango production as perceived by
growers were identified as (i) production risks (ii) market risks (iii) investment risks (iv) socioeconomic risks and (v) environmental risks. Among six channels it was found that grower's
share was the lowest (58.82 percent) in Channel-I and the highest (93.60%) in Channel VI.
Mango growers and traders participated in upgrading in the mango value chain such as
product, process and functional upgrading. It was observed that the highest number of traders
(51.85%) followed functional upgrading while the small number of respondent (3.70%) was
involved in product upgrading. Picking technique upgrading as a process upgrading was
practiced by highest number of growers (57.33 %). Mango growers and traders faced a number
of challenges such as production link challenges, infrastructure link challenges, processing link
challenges, finance and risk link challenges and export link challenges etc. To explore the
prevailing major opportunities by mango growers and traders some measures are suggested.
Provide training on post harvest management of mangoes, establish market linkage through
group market approach, increase the productivity of mango cultivation by adapting modern
management practices, create a general awareness for use of right varieties, proper
management, balanced application of fertilizer, irrigate in proper manner protect the mangotrees from attack of insect-pests and diseases etc. The major suggestions given by mango
growers and traders were providing adequate storage facilities, improvement of transport and
communication facilities, low transport cost and establishment of mango processing company
may be the remedy of the problem, which will ensure fair prices for the growers.