Market Definition: The fruit and vegetable market is taken to be the sale to consumers of fresh fruit and fresh vegetables, including potatoes.
Fresh fruit and fresh vegetables are the two main sectors of the market. Fresh fruit includes products such as apples and pears, bananas, berries, grapes, tropical fruits, stone fruits and citrus fruits. The vegetables sector includes products such as salad vegetables, potatoes, root vegetables, etc. This industry comprises establishments primarily engaged in retailing fresh fruits and vegetables.
The fruit and vegetable industry is highly decentralized in India. The diverse agro-climatic zones make it possible to grow almost all varieties of fresh fruits and green vegetables in India.
Fig 1.World Fruit and Vegetable Production
India is the second largest producer of fresh vegetables in the world (ranks next to China) and accounts for about 15% of the world’s production of vegetables and nearly 12% of world fruit production.
The major fruits grown are banana, mango, citrus, guava, grapes, apple and pineapple which constituted nearly 80 per cent of the total fruit production in the country. Banana has the largest share of 31.7 per cent in total fruit production, followed by mango with 28 per cent. Since liberalization and withdrawal of excise duty on fruit and vegetable products there has been significant rise in the growth rate of the industry. The growth can also be accounted for an increase in the area under cultivation.
The total area under vegetable and fruit cultivation rose by 4 per cent to 14.84 million hectares in 2010-11 from 14.31 million hectares in the year-ago period. Year2009 – 20102010 – 2011Percent increase
Fruits (million tonnes)71.5175.826%
Vegetables (million tonnes)133.73137.683%
Fig 2.Increase in production of fruits and vegetables
Volumes are calculated from per capita availability and mid-year populations, where...