Kamal Ghorui
Indian mangoes were the ultimate prize at a cultural festival in Singapore this weekend. The performers were rewarded with boxes of the fruit as India pushes campaign to promote mango exports overseas.The “Threads of Indian Tradition” festival, held at the Nee Soon public housing estate in north-east Singapore, had singers, dancers and musicians who took part in the event felicitated with cartons of mangoes instead of conventional souvenirs or trophies.The initiative was organised by the High Commission of India in Singapore and marked the second mango promotion festival hosted this month. An earlier event held between May 1 and 3 at another housing estate on Singapore’s east coast attracted more than 6,000 visitors, who sampled 10 varieties of Indian mangoes.“Our endeavour has been to introduce a diverse range of globally renowned Indian mangoes to our Singaporean friends,” Indian High Commissioner Shilpak Ambule said on Sunday, as quoted by PTI.He added that the response to the events had been enthusiastic and more such festivals were planned during the mango season. “We are not just showcasing Indian mangoes, but giving a glimpse of Incredible India to our Singaporean friends, with the hope of bringing them even closer to India,” he said.Around 60 performers participated in the latest festival, which drew over 650 residents from the Nee Soon neighbourhood, according to organiser Sithara Doriasamy. The event was also attended by Singapore MP Lee Hui Ying.Local musician Thanesh, who performed with a band at the festival, said receiving mangoes as a token of appreciation was a first for him. “I have performed at dozens of events but it is the first time that I have been felicitated with a carton of mangoes, my favorite fruit,” he said.Long-time Singapore resident and community volunteer Tanuja Mohindru said the unusual reward had generated curiosity and demand for Indian mangoes even among non-Indians.India, the world’s largest mango producer, has been ramping up efforts to promote exports of premium varieties such as Alphonso and Kesar in overseas markets including the UAE, the US and the UK. Mango festivals, tasting sessions and buyer outreach programmes have increasingly become part of that strategy.
