Agartala, April 25, 2025: In a bid to elevate its horticultural produce onto the international stage, the Government of Tripura has launched a comprehensive initiative to globally brand the state’s pineapple varieties—particularly the Queen and Kew cultivars—which are considered among the most profitable crops in the region.

A high-level meeting convened on Thursday by the Ministry of Development of North Eastern Region (DoNER), chaired by Union Minister Jyotiraditya Scindia, marked the formal beginning of the initiative. Tripura Agriculture Minister Ratan Lal Nath participated virtually in the session, which saw extensive discussions on the branding blueprint.

“The aim is to ensure that Tripura’s pineapples, known for their rich flavor and quality, secure a firm footing in the international market. We are looking at all possible avenues, from branding to market linkage, to ensure our produce reaches global shelves ” an official present at the meeting told Northeast Today.

The initiative will roll out in two key phases over a period of 36 months. The first phase, spanning 21 months, will focus on detailed studies, including GIS mapping and ground trothing to identify the most productive zones for pineapple cultivation. Baseline surveys and market research will also be carried out to ensure data-driven decisions.

Special emphasis will be placed on digital promotion. “We’re leveraging digital platforms—social media, online campaigns, and print media—to boost visibility. Public touchpoints like airports, railway stations, and market hubs will feature branding through billboards and promotional content,” the official added.

A brand logo for Tripura pineapple will also be developed, set to appear on tickets and magazine covers to reinforce identity.

From the 22nd month onwards, the second phase will commence with the launch of pilot consignments to international markets. “This phase is about action. Exporters and buyers across the globe will receive samples, and we’ll assess the results,” said the official.

Technological advancements will play a vital role in production. State authorities plan to introduce CSA (Climate Smart Agriculture) technologies and adopt digital systems for real-time monitoring of cultivation and pest control.

“Precision agriculture will ensure sustainable and scalable production,” said an agriculture department spokesperson. “We’ll also focus on infrastructure—pack houses, farm gate collection centers, processing units, and cold storages will be established to support the supply chain.”

With FMCG (Fast-Moving Consumer Goods) companies being invited to process the pineapples locally, the government envisions this move as not just a branding opportunity, but a substantial boost to Tripura’s economy.

“The world knows pineapples from Hawaii or the Philippines—soon, they’ll know pineapples from Tripura,” the official asserted confidently.