Nashik gets sugary savour from Melghat

NASHIK: Packs and packs of juicy and sweet custard apples grown in the tribal-dominated areas of Melghat were sold in no time on Saturday in Nashik markets.
Nashikities are savouring the premier quality organically grown fruit that has flooded the city markets from Amravati district. The fruits have arrived for the first time in Nashik markets this year, largely due to the contribution of the Melghat-based NGO Khoj.
Launched in Mumbai two days ago, the project came eventually to Nashik on Saturday, the first day of the Diwali celebrations.NGO Khoj has taken it up as a mission to brand, pack and market Melghat custard apples in north and western Maharashtra this year.
"We have been working on this project for the last six years. Custard apples are easily available fruits in and around Melghat. Traditionally, tribal people used to pluck these fruits and sell them to commuters on nearby highways. Realising the potential in marketing and branding of these fruits, we took it up as a mission to educate these people," said Purnima Upadhye, senior member of Khoj.
About 20 youths from Gondvaghuli, Nayakhed, Upaskheda villages in Achalpur tehsil of Amravati district were trained to look after 100 trees in their respective areas. These youths, mostly educated till standard SSC or HSC, were taught to select best quality fruits and pack them for big markets. Last year, these youths went to Nagpur, Amravati, Akola, and nearby districts to sell their products. They got themselves introduced to ‘bazaars', and learned marketing techniques.
This year, Khoj took them to Mumbai in search of better exposure. Students lived in Mumbai for three days and sold custard apples worth Rs 4 lakh. On their way back to Amravati, they halted in Nashik and sold some boxes in local market.
"Fruits are sold in quantities. A dozen sitaphals (custard apples) weighing 2.5 kg cost Rs 150, while two dozen weighing 6 kg are sold at Rs 300 in a box. In two hours, we managed to sell almost 30 boxes in Nashik," said Raju Dahikar, one of the youths.
"We are learning this business. I admit we are not as professional as others. But this project has given us a confidence that we too can sell our product and compete with others," he added.
For Nashik buyers, these fruits were a tastier and healthier option. "Grown in forests in complete natural atmosphere, these custard apples are not only better than local fruits, but also affordable," said Anand Rangnath, one of the quick buyers.
The project has given direct and indirect employment to many youths from Melghat. This region, infamous for malnutrition and children's deaths, is getting some positive energy through this project. Bandu Sane, chairman of NGO Khoj, said the project aims to cut the chain of brokers and get entire profit utilised for the betterment of tribal workers.