Supermarket Supply Chains in Horticulture in India: The Novel Marketing Models, Effects and Policies

The super market revolution has been underway in developing countries.Market research says that larger the numbers of economic agents involved in marketing and lesser their incomes' share in consumer price'.The prospective solution to this problem may be consolidation of supply chain.However, one of the possible solutions emphasized by market research is linking supermarket and farmers.The main motive of this paper is to explore the ways or super markets models that will integrate the small and marginal farmers with supply chain system in India.Information on marketing models and marketing institutions which deal fruits and vegetables in the country were analyzed.The features and effects of different super markets operating for marketing of fruits and vegetables were studied.http://www.ifpri.org/publication/supermarket-revolution-developing-countries.