NOOR JAHAN RECOGNISED FOR ITS SWEETNESS WORLDWIDE

NOOR JAHAN RECOGNISED FOR ITS SWEETNESS WORLDWIDE

18-MAY-ENG 13

RAJIV NAYAN AGRAWAL

ARA--------------------------India is often referred to as the "Land of Mangoes," and Madhya Pradesh has emerged as a leading state, elevating this status to new heights. The state's climate, fertile soil, and diverse geographical conditions are considered exceptionally favorable for mango cultivation. This is precisely why, alongside numerous renowned varieties such as Dasheri, Langra, Chausa, Kesar, Amrapali, Alphonso, and Totapuri, the region also yields a unique variety that has garnered special recognition—not only within the country but also internationally. This distinctive variety is the "Noor Jahan" mango, often hailed as the "King of Mangoes."

Cultivated in the Kathiwada region of Madhya Pradesh's tribal-dominated Alirajpur district, the Noor Jahan mango is celebrated for its colossal size, unparalleled taste, and striking appearance. It ranks among the largest mangoes in the world; typically, a single Noor Jahan mango weighs between 2 to 5 kilograms. Its sheer size is such that a single fruit is considered sufficient to serve an entire family. Its vibrant color, captivating aroma, and exquisite sweetness captivate people at first glance. Market demand for this variety is particularly high in major metropolitan areas and abroad. The price of a single mango ranges from ₹1,500 to ₹3,000.

The "Noor Jahan" mango is considered exceptional not merely for its size, but also due to its rarity. The trees bear a limited number of fruits, resulting in a market price that is several times higher than that of ordinary mangoes. On occasion, a single fruit has fetched a price running into thousands of rupees. Consequently, this mango variety is emerging as a highly lucrative crop for local farmers. The specific climate and environmental conditions of Kathiwada are deemed ideally suited for this variety, ensuring that the fruits produced here possess a quality of exceptional caliber. It is believed that this variety of mango—the 'Noor Jahan'—arrived in India from the Afghan region many years ago and was subsequently developed during the 1950s and 60s in the Malwa region of Madhya Pradesh and the tribal-dominated district of Jhabua. Bharatraj Singh Jadhav, a farmer at the 'Shiv (Bavdi) Mango Farm' located in the village of Juna Kattivada in Alirajpur district, explains that his father, the late Ranvir Singh Jadhav, brought a sapling of the Noor Jahan mango from the Banmah region of Gujarat approximately 55 to 60 years ago. He planted this sapling on his farm and nurtured it through years of diligent effort. Over time, this very sapling evolved into a defining symbol of the entire region. According to Mr. Jadhav, his father utilized grafting techniques to cultivate a specific tree, which is currently estimated to be between 20 and 25 years old. Furthermore, 11 grafted saplings personally developed by Mr. Bharatraj Singh Jadhav himself are currently growing and are now in the 3-to-5-year age range.

Today, this mango has become a distinct symbol of Madhya Pradesh's identity. The renown of the Noor Jahan mango in the Kattivada region dates back many years. In recognition of its unique qualities, it received national-level honors in both 1999 and 2010. These accolades not only boosted the morale of the local farmers but also brought national recognition to the Alirajpur district. Gradually, this mango emerged as a significant emblem of Madhya Pradesh's horticultural heritage.

The history of the Noor Jahan mango is also believed to be intertwined with the cultural heritage of the Malwa region and Western India. Legend has it that during the Mughal era, mangoes distinguished by their large size and exceptional flavor were accorded special prominence within the royal gardens. Rooted in this very tradition, this specific variety eventually made its way to Gujarat and the Jhabua-Alirajpur region over the course of time. The climate, soil, and temperature of this tribal-dominated region proved highly conducive to the Noor Jahan mango, enabling the variety to flourish and thrive in this environment. In the border areas of Jhabua and Alirajpur, farmers have diligently preserved and nurtured this variety across generations.

Currently, a significant demand for the Noor Jahan mango is also being observed in international markets. Indian premium mangoes enjoy significant demand, particularly in Gulf nations such as the United Arab Emirates, Saudi Arabia, Qatar, and Kuwait. In these regions, fruits characterized by their large size and attractive appearance are especially prized. Furthermore, Indian mangoes are immensely popular among the Indian diaspora residing in the United States, Canada, and the United Kingdom. They are also gaining a distinct identity in Southeast Asian nations like Singapore and Malaysia.

Although the production of the 'Noorjahan' mango is limited—precluding large-scale exports—its unique characteristics and rarity are establishing it as a "luxury mango" in the international market. In foreign markets, this mango is increasingly becoming a focal point of attraction.

The Government of Madhya Pradesh and its Department of Horticulture are continuously encouraging farmers to adopt modern techniques, utilize improved plant varieties, implement drip irrigation systems, and engage in fruit processing. Consequently, this initiative is not only boosting mango production within the state but also leading to a rise in farmers' incomes. Today, the mangoes of Madhya Pradesh stand not merely as a symbol of exquisite taste, but have evolved into a medium representing farmers' prosperity, agricultural innovation, and the state's global identity.