Rural Marketing
Asian Journal of Agriculture and Rural Development, 1(1),pp.1-20
2011
A Need For Paradigm Shift to Improve Supply Chain Management of Fruits & Vegetables in India
Abstract
Author Piali Halder
Assistant Professor (Marketing) in AsiaPacific Institute of Management, New Delhi, E-mail: piali@asiapacific.edu Mobile : 9350203111
Simayan Pati
PGDM(Marketing & Operations) student in Asia-Pacific Institute of Management, New Delhi, E-mail: pati.simayan@gmail.com, Mobile : 8802296665
As the Indian population is increasing, the demand for fresh fruits and vegetables is also increasing. Owing to the perishable nature and very short shelf life, these items require proper storage and transportation facilities in order to reach to the customer in fresh state. A lack of investment in agriculture makes the country vulnerable to international price shocks as well as exchange-rate volatility. This requires a considerable amount of effort from the involved parties. The entire chain is fraught with issues like lack of transparency in pricing (at the farmers ' end), dominance of traders, weak links in supply chain, etc. This leads to loss of revenue to the farmer and increased additional costs to the other supply chain partners, which ultimately enforces the final consumer to bear extra burden on his pocket. Since organized retail has started showing interest in marketing of fresh fruits and vegetables and they have already entered into the market with huge investments, the issues involved in this supply chain have changed dramatically and are influencing not only the supply chain partners but also the whole agriculture sector in India. The present study undertakes a thorough review of basic and contemporary literature available and tries to explain the challenges & opportunities in supply chain management to create a bridge between rural & urban market. It also brings out relevant research gaps and overlooked problems in the supply chain. The proposed research work is
2011
A Need For Paradigm Shift to Improve Supply Chain Management of Fruits & Vegetables in India
Abstract
Author Piali Halder
Assistant Professor (Marketing) in AsiaPacific Institute of Management, New Delhi, E-mail: piali@asiapacific.edu Mobile : 9350203111
Simayan Pati
PGDM(Marketing & Operations) student in Asia-Pacific Institute of Management, New Delhi, E-mail: pati.simayan@gmail.com, Mobile : 8802296665
As the Indian population is increasing, the demand for fresh fruits and vegetables is also increasing. Owing to the perishable nature and very short shelf life, these items require proper storage and transportation facilities in order to reach to the customer in fresh state. A lack of investment in agriculture makes the country vulnerable to international price shocks as well as exchange-rate volatility. This requires a considerable amount of effort from the involved parties. The entire chain is fraught with issues like lack of transparency in pricing (at the farmers ' end), dominance of traders, weak links in supply chain, etc. This leads to loss of revenue to the farmer and increased additional costs to the other supply chain partners, which ultimately enforces the final consumer to bear extra burden on his pocket. Since organized retail has started showing interest in marketing of fresh fruits and vegetables and they have already entered into the market with huge investments, the issues involved in this supply chain have changed dramatically and are influencing not only the supply chain partners but also the whole agriculture sector in India. The present study undertakes a thorough review of basic and contemporary literature available and tries to explain the challenges & opportunities in supply chain management to create a bridge between rural & urban market. It also brings out relevant research gaps and overlooked problems in the supply chain. The proposed research work is
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