4th Meghalaya Pineapple Festival concludes in Delhi
From CK Nayak
NEW DELHI, July 12: From the roadside stalls of Nongpoh to the luxury malls of Dubai, Meghalaya’s pineapple industry is executing a high-stakes pivot from distress sales to a Rs 394-crore organic export powerhouse. The shift is marked by a massive retail jump, with prices rising from Rs 15 to as much as Rs 120 per kilogram in national markets.
The 4th edition of the Meghalaya Pineapple Festival in the national capital concluded on Sunday, highlighted by the signing of a Memorandum of Understanding (MoU) with the Lulu Group International to facilitate exports to the Gulf.
This commercial turnaround follows a five-pronged strategy designed to rescue farmers from middleman exploitation and stagnant local markets. The state has established over 500 cooperatives, largely led by women, connecting approximately 1 lakh small-scale farmers to a centralized supply chain.
The economic impact is significant. Previously, pineapples were often sold at throwaway prices along the Guwahati-Shillong highway due to their perishable nature. Today, the same fruit fetches Rs 60 per kg in wholesale markets and Rs 120 in retail outlets. By streamlining supply chains, the state reports an average 80% increase in farmer incomes.
A “hub and spoke” model now drives processing and value addition. Fresh pineapples are supplied to retail chains like Reliance Fresh at a 25% premium, while specialised cuts for the Barbeque Nation hotel chain have seen a 135% value increase. High-end processing is yielding even higher returns: frozen cubes exported to Europe have unlocked a 700% value capture, while upcoming freeze-dried products for the pharmaceutical sector are projected to increase value by 1,700%.
Marketing is now consolidated under the “Meg Collective” umbrella brand, making Meghalaya’s produce available on Amazon and in physical stores across Indian metros.
Currently, 12,600 hectares are under cultivation, producing approximately 1.2 lakh metric tonnes annually. Under the Rs 394-crore Organic Mission, the state aims to transition 90,000 farmers into this high-value export network, transforming the fruit from a roadside commodity into a global agricultural ambassador.
Meghalaya Chief Minister Conrad K Sangma joined young musicians on stage to mark the conclusion of the 4th Meghalaya Pineapple Festival at Dilli Haat, highlighting the state’s efforts to promote its creative economy.
Performing alongside artists from the Chief Minister’s Meghalaya Grassroots Music Programme (CM-MGMP), Sangma used the occasion to underline the government’s commitment to supporting local talent.
Addressing the gathering, Sangma thanked the people of Delhi for their overwhelming response to the event. “On behalf of all the farmers, entrepreneurs, and musicians of Meghalaya, I really want to thank all of you for making this festival a great success,” he said.
“We have a programme called the Meghalaya Grassroots Music Programme, which currently supports more than 7,000 artists,” Sangma said. “We have conducted over 38,000 shows to date. When you visit tourist destinations in Meghalaya, these young musicians are there performing. The government finances them to ensure their talent grows while providing a sustainable livelihood through music.”
The performance served as a live demonstration of the CM-MGMP initiative, which integrates culture and tourism to create economic opportunities for the state’s youth.
While the festival primarily celebrated Meghalaya’s agricultural produce, the finale focused on the state’s burgeoning music scene, reinforcing a broader vision of development driven by both traditional resources and the arts.
