Performers at a community cultural festival in Singapore received an unconventional token of appreciation this weekend: boxes of Indian mangoes. The fruit was handed out as prizes during the “Threads of Indian Tradition” event held in the Nee Soon public housing estate in north-east Singapore.
This was the second mango-focused promotion organised this month by the High Commission of India in Singapore. An earlier festival, held May 1–3 at an east-coast housing estate, drew more than 6,000 visitors who sampled ten Indian mango varieties.
High Commissioner Shilpak Ambule said the aim is to familiarise Singaporeans with a broad range of celebrated Indian mangoes. He added that the two promotions so far have met with enthusiasm and that more events are planned for the mango season. The festivals are intended not only to highlight the fruit but also to offer a taste of Incredible India to local audiences.
Volunteers and performers at the Nee Soon programme said the giveaways have helped widen interest beyond the Indian community. Tanuja Mohindru, a long-time Singapore resident and regular festival volunteer, told PTI that presenting cartons of mangoes to artists has sparked greater buying interest among non-diaspora attendees.
Local musician Thanesh, who performed with a band at the event, said it was the first time he had been honoured with a carton of mangoes and called the gift a pleasant surprise.
Organiser Sithara Doriasamy said the event featured about 60 performers and attracted more than 650 residents. The programme drew notable guests, including Singapore MP Lee Hui Ying.
India, the world’s largest mango producer, has been intensifying efforts to boost exports of the fruit to key overseas markets such as the UAE, the US and the UK. Promotional campaigns emphasize premium varieties like Alphonso and Kesar and typically combine public festivals with buyer-seller outreach to build demand abroad.
