For decades, Indian mango exports have largely followed a traditional wholesale route. Exporters ship fruit to distributors, who in turn supply retailers and consumers. This season, Indian exporter Vaanya Fruit is testing a different approach by selling directly to consumers in Dubai, using the pilot not simply as a retail venture, but as a way of understanding how international consumers respond to India’s broader mango diversity.

CEO Rituraj Shukla says the company launched a one-month kiosk at DAFZ Food Hall in Dubai in mid-June, showcasing premium Indian mangoes flown in by air throughout the season. Located within Dubai Airport Freezone, the food hall attracts office workers from different nationalities at midday, allowing Rituraj and his team to test repeat purchasing behaviour.

© Vaanya Fruit

“People walk past because they find it unusual that it’s a kiosk selling only mangoes. That curiosity works in our favour as they stop, sample different varieties, buy, and unsurprisingly, many come back again.”

Unlike seasonal mango festivals, where consumers sample fruit during short promotional events, Rituraj says the kiosk allows visitors to purchase fresh mangoes throughout the season while discovering varieties that are rarely available through conventional retail. “Our idea is to put India’s unique mango flavours on the global map; India produces nearly 45% of the world’s mangoes, yet exports only around 1%.”

The assortment changes continuously as the harvest progresses across India. “The season opened with Sindhura, Banganapalli, Alphonso, Imam Pasand before moving into Dasheri, Langra, Malda, Chaunsa, Amrapali, Bambaiya and Gulab Jamun.”

© Vaanya Fruit

He adds, “Imam Pasand, Malda and Kesar have proven particularly popular, with returning customers looking forward to each week’s new arrivals.” The company communicates new arrivals through customer broadcasts to encourage repeat purchases rather than one-off visits.

“Despite being positioned at the premium end, our kiosk has already generated around 1,000 transactions during its trial period, with many customers returning to purchase full boxes after initially sampling individual fruits. We only sell hot water-treated or vapor-heated mangoes. It’s not mandatory in the UAE, but they are gold standard practices to eliminate any fruit fly or larvae risk. Each mango also features a QR code which can retrace its origin, the processes the fruit has undergone, as well as the shipment date.”

© Vaanya Fruit

Although the kiosk operates for only one month this season, Rituraj shares his larger ambitions. “Next year we’d like to extend the concept across the entire Indian mango season, around four months, and expand to different locations across the UAE.”

“Beyond standalone kiosks, we are exploring partnerships with premium retailers through shop-in-shop concepts, allowing consumers to discover multiple Indian varieties under one dedicated space through the length of the Indian season,” Rituraj highlights.

As he sums it up, “The opportunity isn’t simply to sell more mangoes. It’s about helping consumers discover the diversity of Indian mangoes and experience them beyond the familiar Alphonso.”

For more information:
Rituraj Shukla
Nirvana Niche Products Pvt. Ltd.
Tel: +971 509758911
Tel: +49 1512 2503140
Email: [email protected]
www.vaanyafruit.com
www.vaanyafruit.de