GIRISH, M RPADMAVATHI, N2016-12-192016-12-1940628TH-10145http://krishikosh.egranth.ac.in/handle/1/90837The present study was conducted in Srinivaspur taluk and Bengaluru city of Karnataka with the major objective of analysing the mango value chain. The primary data for the study was collected from 162 respondents which included farmers (30), traders (10), wholesalers (10), retailers (10), processors (2) and consumers (100). The secondary data regarding area, production and productivity of mango was collected from National Horticultural Board database. The analytical tools employed included value chain analysis, conjoint analysis and descriptive statistics. Only two varieties of mangoes (alphonso and totapuri) are used for pulp and juice extraction because of aroma, TSS content and high per cent of pulp content. The degree of value addition is more during pulp extraction (105.70 %) and processing of mango into juice (424.43 %). Out of the different attributes of value added product of mango, i.e., mango juice, consumers preferred price as most important attribute followed by quantity, brand and taste. Ninety per cent of the consumers purchased both fresh as well as processed mango and they mainly purchased from local retail shops. Majority (65.59 %) of them purchased branded mango juice and they mainly consumed ‘Maaza’ and ‘Slice’ brands of mango juice. Since there is scope for value addition and demand for value added products of mango, the Government may take up initiatives for strengthening of the mango value chain by establishing processing units in the production belts as well as provide the required institutional framework for domestic and export promotion of value added products of mango.enThesis