A once-overlooked indigenous mango variety from South Punjab was fast emerging as a premium fruit brand in Pakistan, driven by its distinctive aroma,rich flavor and growing demand among urban consumers. Grower Shahid Hameed Bhutta from Muradabad, Muzaffargarh told media that the Anwar Ratol mango has undergone a significant transformation in market value over the past 15 years.
“Earlier, Anwar Ratol had limited commercial demand and was rarely cultivated on a large scale,” he said, adding that the situation has now changed rapidly as farmers increasingly expand its cultivation.
Bhutta noted that dedicated orchards of Anwar Ratol remain rare, with growers traditionally planting only a few trees alongside other mango varieties due to limited awareness of its commercial potential. Small in size roughly comparable to a “motichoor laddoo” the fruit was prized for its strong aroma and rich taste,making it a preferred choice among quality-conscious consumers in major cities including Lahore,Karachi,Islamabad, Faisalabad, Multan and others.
He said Anwar Ratol was now among the more profitable mango varieties, with consumers willing to pay premium prices for its quality. The fruit was also considered comparatively light on the stomach, he added.
While export markets remain dominated by varieties such as Sindhri and Chaunsa, Bhutta expressed optimism that Anwar Ratol could eventually gain a foothold in international markets. “Pakistan will certainly earn foreign exchange from Anwar Ratol in the future.The potential exists,what is needed is sustained effort from growers and support from the trade,” he said. Another grower, Malik Arif from Nawabpur, said demand for the variety is rising sharply, noting that consumers who acquire a taste for it often do not switch to other mango types. He added, however, that the number of trees remains limited compared to growing demand, highlighting a gap between supply and market interest. Agriculture observers say the rising popularity of indigenous varieties like Anwar Ratol reflects a broader shift towards premiumisation in Pakistan’s horticulture sector.