Ar. Prof. Sanjay Mehta
Ar. Milind Amle, Ar. Swati Chokshi, Ar. Rajratna Jadhav, Ar. Snehal Gaikwad, Ar. Swapna Hankare, Ar. Richa Raut,Ar, Yagnik Bathija, Ar. Neha Panchal, Ar. Porus Master, Ar. Rahul Manohar, Ar. Sanjay Mehta
Nagpur is one of the largest producers of oranges in India and also exports to the rest of the world. The city is known as the ‘Orange city’ of the country. This unique identity is due to the peculiar variety of oranges cultivated in this region. Owing to the characteristics of the variety with origin in the city, Nagpur received the geographical Indication(GI) status for the same in 2014. Mandarin orange, also known as Nagpur santra now, is the common type of orange widely cultivated in the region. It was brought to Nagpur by the then ruler, towards the end of the 18th century. The fruit soon became very popular and Nagpur got known for its orange cultivation gaining a certain reputation in the Indian market. However, the identity is not exploited in a public realm. There is no identified platform between the farmers/producers and the citizens where they can market and share their experience of the entire process. It is only spoken about and can be heard in news articles. There is no place in and around the city through which the sense of identity can be perceived. Thus, there is a need to reinforce this identity and exploit it beyond the tag. The study revolves around understanding the farming scenario worldwide to further narrow it down at the city level. The process will also generate a dialogue with the farmers being the primary producers and understanding the obstacles faced by them in their occupation as a farmer. This will also aid to understand the scope of the fruit in the processing industry. The objective is to reduce the gap between farmer and consumer and allow direct benefits to the primary producer. The larger aim is to create an association for the people thereby strengthening the identity for the city holistically. The idea revolves around the farming and the allied programs that can be derived, considering orange as the key produce along with other crops depending on their coexistence. Developing various programs based on the scope of the fruit to engage the people in an interactive way, also building a farmer- consumer relationship. Such an intervention will not only motivate the farmers but also create tourism opportunities for the people through agriculture, consequently boosting the agricultural economy of the region. Such a series of developments will add a new layer to the city thus contributing towards its economy and identity for the future.
Reinforcing Nagpur’s identity as ‘Orange city’, thereby creating a layer of citizen association.