'Aamar Malda': Malda district plans mega mango tourism circuit to put region on global map

KOLKATA: In a major push to establish this Bengal district as the undisputed "Mango Capital of India," the Malda district administration has unveiled a comprehensive blueprint called "Aamar Malda" (a clever portmanteau of Aam meaning mango, and Malda). The initiative aims to transform the region's primary agricultural strength into a globally recognized brand, blending experiential tourism with aggressive export promotion.

At the heart of the project is the creation of a dedicated mango-based tourism circuit designed to attract both domestic and international travelers. The curated circuit will feature orchard visits, seasonal harvest festivals, farm-stay experiences, and dedicated mango tasting centers.

Doubling Farmers' Income & Boosting Exports

Aligning with the Prime Minister's vision of doubling farmers' income, the administration is partnering with the Agricultural and Processed Food Products Export Development Authority (APEDA), Krishi Vigyan Kendra, and various state and central agencies.


To prepare Malda's premium mangoes for the international market, the initiative will focus heavily on:

Enforcing strict quality standards and securing required certifications.
Developing robust packhouse infrastructure.
Facilitating direct market linkages to bypass traditional middlemen.

Additionally, the administration plans to provide institutional support to local entrepreneurs, Farmer Producer Organizations (FPOs), and Self-Help Groups (SHGs). By partnering with major e-commerce platforms like Blinkit, Amazon, and BigBasket, the district aims to ensure end-to-end traceability and deliver fresh Malda mangoes directly to consumers nationwide.

Safeguarding the GI Tag and Expanding Footprint

Special safeguards are being put in place to protect and promote the Geographical Indication (GI) tag accorded to Malda Mangoes. The administration will undertake strict legal enforcement and targeted brand-building campaigns to enhance the commercial value of the GI status.

Furthermore, under the central government’s One District One Product (ODOP) initiative, mangoes have been officially designated as Malda's signature product.

On-the-Ground Branding: Transit passengers will soon see dedicated branding and retail kiosks at the Malda Town Railway Station. Meanwhile, a new "Aamar Malda" website will launch shortly, serves as a digital hub connecting tourists, buyers, and local stakeholders.

From Orchards to Festivals

The initiative has already kicked off on the ground with introductory events, including a massive mango sapling plantation drive, an orchard-based cycling event, and an Annapurna Yojna certificate distribution ceremony held amidst the fruit groves.

To sustain national visibility, the flagship Malda Mango Fair will be organized in Malda and Kolkata, before expanding to New Delhi to capture the national capital's market and explore prospective export channels.

The administration is also looking at the initiative through a socio-economic lens. Plans are underway to host medical camps for orchard workers and explore integrating them into the MGNREGS (100 days ' wage employment) scheme during the agricultural lean period, ensuring the local community thrives alongside the tourism boom.