Kuala Lumpur, May 06: India has launched a campaign to promote exports of mangoes to Malaysia and compete with already popular Pakistani and Thai varieties. The 'Indian Mango, The King' campaign aims to increase the Indian market share in Malaysian imports of fresh mangoes and to create awareness about the king of fruits.

"Malaysia has been identified as a major destination for the exotic varieties of Indian mangoes," Tarun Bajaj, deputy general manager, Agricultural and Processed Food Products Development Authority (APEDA) said today.
Under the campaign, roadshows will be organised to establish a distinct image for Indian mangoes to boost customer recall, increase sales volume via-value-adding programmes and build customers loyalty.
The promotion will also include mango street parties alongwith sampling at top ranking supermarkets and chain stores where the visitors will be able to taste the aromatic fruit, said Bajaj. Bureau Report