International Journal of Agriculture Extension and Social Development

India, as one of the top mango producers in the world, encounters ongoing challenges in effectively promoting this valuable fruit, especially in both local and global markets. Challenges such as disjointed supply chains, inadequate infrastructure, and fluctuating market demand result in inefficiencies across the value chain. This study employs Interpretive Structural Modelling (ISM) as a systems-oriented approach for identifying, organizing, and analysing the key factors that directly impact mango marketing in our country. By collecting expert insights and evaluating pairwise contextual relationships among variables, a hierarchical model is created to understand the interconnections and forces at play within the marketing system. The resulting ISM framework provides strategic direction for policymakers, agribusiness stakeholders, and supply chain participants, for sustainable marketing success. This paper explores the application of ISM in mango marketing system in India by pinpointing, organizing, and ranking the different impacting factors.