Global Branding of Tripura Pineapples the state govt to adopt GIS, CSA farming, digital ads, and export trials to put its pineapples on the international fruit map. First pilot shipments in 2027.
The Government of Tripura is preparing to launch an ambitious, multi-phased initiative aimed at globally branding its premium pineapple varieties—Queen and Kew—as part of a strategic move to boost the state’s horticulture-driven economy. A high-level meeting was convened on Thursday under the chairmanship of Union Minister for Development of North Eastern Region (DoNER), Jyotiraditya Scindia, to chalk out the roadmap. Tripura Agriculture Minister Ratan Lal Nath joined the deliberations via video conferencing.
The initiative, which includes both domestic and international components, is seen as a significant step toward transforming Tripura into a pineapple export hub, leveraging its unique agro-climatic advantages and growing global demand for organic and exotic fruits.
According to a senior official who was part of the meeting, the proposal for global branding of Tripura pineapples was discussed in detail, including a robust two-phase plan spanning three years. The first phase, stretching over the initial 21 months, will focus on baseline research and groundwork. The second phase, starting in the 22nd month, will roll out the actual international market engagement.
Tripura’s Pineapple: A Sweet Legacy
Tripura’s pineapple cultivation has long been a vital part of the state’s agricultural identity. The Queen variety, known for its sweetness, flavor, and golden color, has earned a Geographical Indication (GI) tag, making it one of the state’s signature products. The Kew variety, larger and juicier, is also widely cultivated and highly marketable.
With over 8,800 hectares under pineapple cultivation, Tripura is among the top pineapple-producing states in India. It contributes significantly to the livelihoods of tribal and small farmers, especially in districts like Sepahijala, West Tripura, and North Tripura.
Phase One: Laying the Foundation
The first phase of the project will involve baseline studies, GIS mapping, and market research to identify the most productive areas and supply chain gaps. Ground-truthing methods will be employed to validate the data, ensuring accuracy in identifying suitable land, yield potential, and logistical requirements.
A key part of this phase will be the engagement of FMCG companies that may establish processing units in Tripura. This move is expected to attract private investment and create value chains that benefit local farmers and entrepreneurs.
Promotion will take center stage through an integrated marketing campaign, with digital media, social media, and print platforms leading the effort. Eye-catching advertisements will be placed in airports, railway stations, market hubs, and even on ticket covers and magazines to enhance visibility. A unique brand logo will be developed to give Tripura pineapple a distinct identity in global and domestic markets.
Phase Two: Going Global
In the second phase, which kicks off from the 22nd month, pilot consignments of Tripura pineapples will be exported to international markets. The objective is to assess consumer response, identify supply bottlenecks, and refine the branding and logistics strategy.
Efforts will also be made to forge agreements with global exporters and buyers, particularly in countries where demand for tropical fruits is high, such as the Middle East, Europe, and Southeast Asia.
|Also Read : Tripura’s ‘queen’ pineapples exported to Oman as State’s agri-products get more international orders |
Tech-Driven and Sustainable Agriculture
On the production side, the state plans to adopt Climate Smart Agriculture (CSA) technologies and staggered planting methods to enhance productivity and resilience. The implementation of real-time digital monitoring systems for pest control and production tracking will ensure consistent quality and supply.
To strengthen post-harvest infrastructure, investments will be made in pack houses, farm gate collection centers, processing units, and cold storage facilities to minimize wastage and increase shelf life.
A Model for Agricultural Growth
This move by Tripura aligns with the broader vision of “Vocal for Local” and Atmanirbhar Bharat (Self-Reliant India). It also serves as a model for value-added agricultural exports from the Northeast, a region rich in biodiversity but often underutilized in terms of global trade potential.
“The comprehensive branding and marketing plan, backed by infrastructure development and global outreach, could potentially make Tripura pineapple a household name worldwide,” the official said, adding that the collaboration between state and central governments reflects a shared commitment to rural transformation.
As Tripura embarks on this journey to put its pineapples on the global map, the initiative is also expected to create employment, boost farmer income, and strengthen the state’s reputation as a high-value horticulture hub.
