In India, the horticulture sector with a production of over 230 million tonnes of fruits and vegetables over an area of 20 million hectares is currently a significant contributor to agricultural GDP of the country. But its contribution to farmer's income, livelihood, nutrition, export earnings, ecology and equity does not get the prominence it deserves because our political discourse and economic commentary are geared to 'meta narrative' of food security, minimum support price and PSS for wheat, rice, pulses and oilseeds.