Abstract
The prevailing supply chain system for fruits and vegetables in India is long, fragmented and results in high wastages. The share of producers is low in the total price. Growing needs of consumers for affordable, quality, safe and hygienic fruits and vegetables cannot be fulfilled effectively in the present system. A competitive alternate marketing system, with special focus on supply chain, is required in order to reap the potential of the emerging consumer demand. A rationalised supply chain system has to provide a complete solution to meet key needs of the stakeholders. The system has to be reviewed mainly from investment, technology and management perspectives. The unorganised retailers who have huge share in the present market cannot meet this challenge on their own. Hence, an alternate system has to be evolved. Hence, this study covers the role of organised retailers in rationalising vegetables and fruits supply chain. The data required for the study is collected through field survey by administering the questionnaire to the respondents across Karnataka, one of the states in India. The study shows that the three key parameters of supply chain, that is, cost of distribution, wastage and price, are favouring organised retailers.
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