In a move to harness export potential of GI (Geographical Indication) Madurai Malli (Jasmine Flower) from Madurai and other traditional flowers (Mullai, Pitchi, Button Rose, Chamanthi, Marigold, Tulsi, Lotus, Paneer Rose, Lilly) sourced Nilakottai, Dindigul and nearby areas of Madurai District from Tamil Nadu, a Flag Off Ceremony was organized virtually by APEDA on 20^th September 2022 for its exports Muscat.

                         

Madurai malli is cultivated widely in the districts of Madurai and other neighbouring places like Virudhunagar, Theni, Sivaganga and Dindigul.

 

Malli is the most popular flower known for its unique, powerful, mysteriously attractive fragrance. It is known as Madurai Malli because of its origin viz., “Madurai” a District in Tamil Nadu in India. Its uniqueness dates back to 300 BC or earlier. There are extensive references to the flower in Sangam Literature (collection of tamil poems of 300 BC to AD 300) which are believed to have been composed or written at the assembly of Tamil scholars during that period. Madurai Malli symbolizes ancient Tamil traditions and remains as one of the few remnants of Tamilian’s cultural past. The image of the jasmine flower can be found in ancient temple carvings, paintings and in local jewellery.

 

The flower takes the pride of being the first flower in Tamil Nadu for being granted with Geographical Indications (GI) mark in the year 2013.  The GI Tag and this registration gives a legal protection for the growers and only those involved in the cultivation are entitled to use the word “Madurai Malli”.  It has also helped the farmers to prevent adulteration when exported.

In order to support our Indian community living abroad to offer fresh flowers to Hindu deities both at home and temples while celebrating our Indian festivals as well as to decorate their homes and family weddings, this initiative has been taken by an young entrepreneur Mr. Vignesh from M/s. JM Exim, Nilakottai, Tamil Nadu. His family has been involved in Madurai Malli (Jasmine) business for the last three generations and this the first attempt for exports to other countries viz., Muscat, Sharjah, Kuwait, USA etc. 

 

The flag off program organized by APEDA was joined virtually by Sh. Praveen Kumar, Head of Chancery & Second Secretary (HoC & SS), Embassy of India, Oman and Dr. R. Brindha Devi, IAS, Director of Horticulture and Plantation Crops, Govt. of Tamil Nadu, Dr. Tarun Bajaj, Director & other officials of APEDA, Exporter and Importers from Muscat.

 

The HoC&SS, EoI, Muscat appreciated the efforts put in by APEDA in promoting GI products apart from other agricultural and processed food products from the Country.  He also emphasized the fact that India has huge potential for exports of agricultural and other food products to Oman as Oman is a major importing country.  At the same time he also stressed upon the fact that the exporting country has to comply with the quality requirements.

 

Director Horticulture, Govt. of Tamil Nadu congratulated APEDA for organizing such historic program and also assured THAT the State Govt. will extend all possible help to the exporters in supplying quality produce and products.

 

Approx. 0.5 Ton of consignment consisting of GI Madurai Malli (Jasmine flower) and other traditional flowers of Tamil Nadu have been air lifted to Oman, Muscat.

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