Itanagar: Union Minister for Development of North Eastern Region (DoNER) Jyotiraditya Scindia on Wednesday launched the 'Mission on Arunachal Kiwi: The USP of Arunachal Pradesh', a major cluster-based initiative aimed at transforming the state's kiwi sector through improved cultivation, value addition, branding and export readiness.
With an investment of approximately Rs 167 crore, the mission seeks to build a comprehensive value chain for Arunachal's kiwi industry, helping farmers move beyond distress sales and secure better returns through enhanced market integration and infrastructure development.
Designed through a convergence-led approach and anchored by the Ministry of DoNER, the initiative brings together multiple central ministries and institutions, including the Ministry of Agriculture and Farmers Welfare, Ministry of Rural Development, Ministry of Food Processing Industries, NABARD, ICAR-CITH, APEDA, NERAMAC, along with private sector partners.
As part of the programme, six integrated post-harvest management hubs will be established across key kiwi-growing clusters, including Ziro Valley in Lower Subansiri, Dirang and Kalaktang in West Kameng, as well as Shi Yomi and Dibang Valley.
The mission includes over 30 strategic interventions aimed at addressing major gaps across the kiwi value chain.
These include restoring Arunachal Pradesh's lapsed NPOP organic certification, expanding cold storage and post-harvest infrastructure, reducing the current 7-to-10-day distress-sale window, and strengthening farmer participation through plantation development, processing, branding, traceability, exports and agri-tourism.
Speaking at the launch, Scindia said the initiative aligns with Prime Minister Narendra Modi's vision of making farmers active stakeholders across the agricultural value chain "from farm to fork."
Our Arunachal Kiwis now ripe for the global stage 🥝🌎
A pleasure to launch "Project Kiwi" under the USP initiative for the Ashtalakshmi States, along with Arunachal CM @PemaKhanduBJP ji.
In line with PM @narendramodi ji's vision for our Ashtlakshmi states, this ₹167 crore… pic.twitter.com/2kdpriTBHp
- Jyotiraditya M. Scindia (@JM_Scindia)
"Today, with the launch of Project Kiwi in Arunachal Pradesh, we are taking another major step in building globally competitive value chains rooted in the strengths of the Northeast," the minister said.
He said the project is part of the broader 'Brand North East' strategy, under which one unique product with a strong regional identity is being promoted from each northeastern state.
These include Mizoram's ginger, Nagaland's coffee, Sikkim's organic farming, Assam's muga silk, Meghalaya's Lakadong turmeric, and Tripura's Queen Pineapple.
Scindia emphasised that the mission is built on four strategic pillars-convergence, value addition, branding and market integration-to ensure better shelf life, premium market access and increased income for farmers.
Although Arunachal Pradesh contributes more than 50 per cent of India's kiwi production, producing over 7,050 metric tonnes annually, farmers currently receive only Rs 20 to Rs 40 per kg for Grade C produce and around Rs 120 per kg for Grade A, far below the premium prices commanded by imported kiwis in domestic and international markets.
To address this disparity, the mission aims to create 2,000 metric tonnes of cold-chain capacity, improve processing and packaging facilities, support kiwi-based start-ups and significantly increase farmers' earnings by four to six times by FY 2028.
The initiative will also promote 'Arunachal Organic Kiwi' as a flagship regional brand through media campaigns, international trade fairs and QR-enabled traceability systems that allow produce to be linked directly to individual farmers.
Highlighting the state's export potential, Scindia noted that Arunachal's kiwi harvest season-from November to January-coincides with New Zealand's off-season, offering a strategic opportunity to access markets in Southeast Asia, the Middle East and Europe.
The mission also seeks to develop farm-stays and farm-to-fork tourism experiences in areas such as Ziro Valley and Dirang, positioning Arunachal Pradesh as a niche destination for organic horticulture tourism.
Arunachal Pradesh Chief Minister Pema Khandu welcomed the initiative, calling it a defining moment in the state's agricultural and economic development.
He noted that Arunachal Pradesh is India's largest kiwi-producing state and the first in the country to receive organic kiwi certification under the MOVCD-NER scheme in 2020.
Khandu said the new mission would help convert that achievement into a structured pathway for farmer prosperity, value addition and stronger global market integration.