Export Competitiveness of Indian Mangoes in International Markets

This paper has studied the export competitiveness of Indian mangoes in international markets by using time series data for the period 1991–92 to 2010–11 and finding nominal protection coefficient (NPC) over the years as well as across the countries. The study has revealed that in 1991–92, NPC was minimum in case of UK, indicating that fresh mango export was highly competitive in UK. The non- competitive market for export of fresh mangoes from India has been found Bangladesh with NPC value 1.5. During 1991–92 to 2010–11, the UAE market for Indian mango has been found moderately competitive. In 2010–11, NPC was minimum in case of Kuwait, indicating that fresh mango export was highly competitive in Kuwait. Bangladeh with NPC of 14.55, has shown noncompetitiveness in mango in the year 2010–11. This calls for revitalization of countrywise export strategies considering the market preferences.