Udupi Mattu Gulla - A Tasty Brinjal

What is Mattu Gulla?

Mattu is seaside village near Katpady Town in Udupi district of Karnataka state in India. Gulla is a special variety of brinjal, grown in and around Mattu. Mattu Gulla is green in color with light green stripes, has thin skin, thick pulp and fewer seeds, also known for its unique taste and flavor, is rich in iron.

It is believed that with the blessings of Lord Sri Hayagriva, Sri Vadiraja Swamiji of Sode Mutt (Sonda Mutt) gave the seeds of this brinjal to Mattu's people and asked them to cultivate it. This is a rare example of a vegetable of religious patronage that has gained fame.

Mattu Gulla had become a Geographical Indication (GI) tagged vegetable and a patented one in 2011 and now the growers had begun the process of grading, labeling and processing it for exports after obtaining a license.

Mattu Gulla farmers have created an organization called "Mattu Gulla Belegarara Sangha" that has helped farmers directly sell the crop to consumers, thereby eliminating intermediaries.

Mattu Gulla's three categories are available on the market. The first category ones are big in size and best in quality, the second category has the ones that are small in size but good in quality and damaged brinjals are categorized into the third category. The Mattu Gulla's in the third category are not considered for sale.

Base Rates are set at weekly meetings based on the cost of production and consumer demand. Selling price can be higher based on then profit margin of the seller.

What is this app going to do?

We intend to be a digital platform for crop cultivation, knowing weekly prices, methods of cultivation, receipts, Mattu Gulla Belegarara Sangha online bulk order, etc.

A digital medium for agriculture greatly increases the possibilities of increasing the reach and informing more people about the product's uniqueness and thereby increasing the possibilities of increased demand in the future.

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