Abstract
The study examines the dynamics of mango value chains in Pakistan in terms of chain types and flows. In Pakistan, mango is
the second largest fruit crop after citrus that makes a significant socio-economic contribution to the economy. However, the
performance of mango industry is regarded to be suboptimal and requires upgrading to reach its full potential. The starting
point for any upgrading strategy should be an examination of the industry’s value chains. This paper reports the results of such
an examination. Data were gathered through 140 in-depth interviews of industry actors from retailers backwards to suppliers
of inputs. The respondents belonged to the main mango growing areas from the provinces of Punjab and Sindh. Thematic
content analysis identified three types of value chains operating simultaneously in the industry. Based on their characteristics,
these chains could be termed traditional, modern and export mango value chains. These chains, however, differed in their
dynamics such as product, financial and inflows flows and chain governance. Traditional chains carried the major mango flows
of all quality grades to consumers belonging to all income classes. They were relatively long, unorganized and governed by
spot market transactions. Modern chains were found supplying better quality mangoes to middle and high-income consumers.
Export chains mainly targeted foreign consumers. Results suggest that chain performance can be improved by better
information flows and more effective chain governance through building collaborative relationships between actors doing
business at various stages of mango value chains.
