Counter-seasonal variety extends India’s traditional mango season into winter months
Westfalia Fruit India has launched a Winter Mango campaign with the introduction of the South African-grown Shelly mango that extends India’s mango season into the winter months.
“The campaign focuses on reframing mangoes as a premium fruit experience rather than a strictly seasonal product,” Westfalia Fruit assistant marketing manager, Ojasvita Akhawat told Asiafruit.
“Through in-store storytelling, digital engagement, and influencer collaborations, consumers are encouraged to see Shelly mangoes as an exotic imported variety that satisfies winter cravings, helping to challenge the perception of mango as a “summer-only” fruit.”
The Shelly mango is a cross between the Tommy Atkins and Keitt varieties and is distinguished by its round, apple-like shape and striking red-blushed skin and is sized for the premium segment and offers a mild, sweet flavour profile aligned with Indian consumer preferences.
“One of the key advantages of Shelly is its shelf life, which now makes it possible to run a consistent sea-shipment programme from South Africa to India,” Akhawat said.
“Previously, the Indian market was largely dependent on higher-cost air imports for off-season mangoes. This shift enables improved supply planning and cost efficiency while maintaining quality.”
The first consignments of Shelly mangoes arrived in late December, with availability planned through the end of February allowing consumers to enjoy mangoes during the traditional winter off-season.
By sourcing Shelly mangoes directly from its managed South African orchards and supplying them through a controlled, end-to-end supply chain, Westfalia ensures consistency in quality, traceability, and adherence to global food safety standards.
“The Shelly variety has been part of Westfalia Fruit’s global portfolio for several years,” Akhawat said. “The quality has been very consistent, which is a key objective of the programme.”
Westfalia Fruit India has supported the Winter Mango initiative with a strong integrated marketing push across both online and offline channels. This includes in-store branding and visibility at premium modern retail stores such as Lulu Hypermarket and Nature’s Basket, point-of-sale materials across the general trade market, and a focused influencer-led digital campaign under the #WinterMango hashtag.
“Westfalia has also partnered with the quick-commerce giant – Blinkit to sell Shelly mangoes under their brand across four major metro cities, namely – Delhi, Mumbai, Bangalore and Hyderabad,” Akhawat said.
