Two of Mysuru district's prized Geographical Indication (GI) tagged crops, the Nanjangud Rasabale banana and the Mysuru Veelyadele betel leaf, are battling for survival. However, a significant new initiative aimed at global exports promises a lifeline, potentially securing better prices for growers and reviving cultivation.
Marketing Woes Push GI Crops to the Brink
According to senior scientist B N Gnanesh from ICAR–JSS Krishi Vigyan Kendra in Suttur, farmers had gradually abandoned cultivating the unique Nanjangud Rasabale. This decline was primarily due to disease problems and severe marketing constraints. The situation reached a critical point, with the crops facing a genuine threat of extinction.
Official data presented by Horticulture Minister S. S. Mallikarjun in the Belagavi session paints a stark picture. He revealed that between 2020 and 2022–23, the cultivation of Nanjangud Rasabale was confined to a mere 35 hectares in Nanjangud taluk. This highlights the drastic shrinkage in farming area for this traditional variety.
Global Export Initiative Offers a New Hope
In a major turnaround, a collaborative effort has begun to connect these local treasures with the world market. The Agricultural and Processed Food Products Export Development Authority (APEDA) from Bengaluru, along with the state horticulture department, is spearheading this move.
U. Dharmarao, APEDA's Regional Assistant Managing Director, stated that their core objective is to build international markets for traditional GI agricultural products. He assured that APEDA would provide all necessary guidance to farmers to help market their significant produce.
"The countdown for export has begun," said B N Gnanesh, indicating that shipments could start soon. He emphasized that this opportunity is expected to help growers command premium prices, which would, in turn, incentivize the expansion of cultivation areas. He noted that many farmers have already come forward to participate in this promising initiative.
Focus on Quality and Farmer Training
Gnanesh pointed out that for exports to succeed, focusing on quality and packaging is non-negotiable. To equip farmers with the right knowledge, a one-day workshop was recently organized. This event, held in association with APEDA and the horticulture department, trained farmers on:
- Scientific cultivation practices
- Improved marketing facilities
- Emerging export opportunities for traditional GI crops
The minister also added that over the last two years, 340 farmers have received training in the cultivation of Nanjangud Rasabale, building a skilled base for the revival effort.
This export-focused intervention represents a crucial step in preserving Mysuru's agricultural heritage. By creating direct global market linkages, it aims to transform the fate of two iconic GI products from the edge of extinction to symbols of prosperous rural entrepreneurship.
