Mango festival in Houston aims to boost trade with US
A two-day event organised here to promote Indian mangoes and other premium agricultural products into mainstream Texas retail channels brought together exporters, importers, distributors and retailers as part of the trade diplomacy with the US.
‘Mango Festival India Showcase’ was organised by the Consulate General of India in Houston in collaboration with the Indo-American Chamber of Commerce of Greater Houston (IACCGH), and the Agricultural and Processed Food Products Export Development Authority (APEDA) on Thursday and Friday.
The event that combined trade diplomacy with market outreach through a two-stage format was organised with the support from the India Trade Promotion Organisation (ITPO).
The first day featured a business-to-business (B2B) briefing at the Consulate premises, while the second day transitioned to a business-to-consumer (B2C) public showcase at Keemat Store in Hillcroft, Houston.
Stating that events like this enable the Texas business community to engage directly with India’s trade promotion institutions and explore concrete opportunities,” Consul General DC Manjunath also underscored efforts to improve access to India’s trade ecosystem.
“We want to make India’s trade ecosystem as accessible as possible. I encourage industry leaders to use the India-USA Trade Portal as a direct gateway to trusted suppliers.” Jagdip Ahluwalia, Executive Director and IACCGH founder, said, “Houston is the logistical heart of the American South. We are connecting Texas infrastructure with Indian export capabilities to build steady, high-volume supply chains.”
The opening programme also included a fireside chat on logistics and trade infrastructure with Neeraj Kharwal, Managing Director of ITPO and a presentation by C B Singh, Deputy General Manager of APEDA.
The second day opened the India Showcase to the public at the Keemat Store, allowing distributors and retailers to gauge consumer response firsthand.
Asserting that this format was designed to connect trade discussions with market feedback, Manjunath said: “The first day brought exporters and importers together. On the second day, we partnered with the grocery venue to bring Houstonians a taste of select varieties.”
While Indian mangoes have traditionally relied on niche pre-orders and specialty ethnic grocers, the public tasting demonstrated growing interest among a broader consumer base as it attracted large, diverse crowds. Despite the sweltering Texas heat, the festival drew a strong, diverse turnout; cultural nostalgia brought out the South Asian diaspora, while other visitors sampled premium Kesar, Chausa, Langra, and Banganapalli varieties for the first time.
Officials told PTI they hope to build on the momentum by expanding the range of Indian agricultural products available in the region, including pomegranates, apples, organic honey, and Kashmiri saffron.
The Consulate later posted on X that the event drew enthusiastic participation from Consular corps, local families, community members, and business leaders across Houston.
“Attendees enjoyed premium varieties of Indian mangoes. Mango-based products, and India’s globally renowned Basmati rice were on display, showcasing India’s strength as a reliable partner in the global agri export value chain,” it said.
Similar mango festivals have been organised at Seattle, New York and Washington earlier in the month showcasing a variety of the tropical fruit.
