Retail Logistics Practices of Indian Fresh Vegetables

Paulrajan Rajkumar1 and Fatima Jacob2

Department of Management Studies, Anna University, Chennai - 600025, Tamilnadu, India
1E-mail: raniha@yahoo.com, 2E-mail: fatimajacob@yahoo.com

 

Abstract

Vegetables are a staple food for people and vegetable marketing is an influential force in any Economy. The cascading effects of India’s trade policy changes towards globalisation have lead to the development of organised vegetable retailing. Depending upon the competency and level of complexity, different organisations evolve different systems to make fresh vegetables available to their customers. The aim of this paper is to report the findings from the present research study to understand the current logistical scenario in the retail marketing of vegetables adopted by different players. The research is primarily exploratory in nature and research instruments include interviews and surveys through questionnaire distributed to different players in the vegetable supply chain viz. , agents, auctioneers, contract farmers, lease farmers, agents, auctioneers, wholesalers, traditional retailers, organised retailers and customers. Vegetable retailers and customers from Chennai city are the focal points. This study reveals four distinct logistical practices prevalent in the vegetable retail marketing, namely Traditional, Own Farm, Short Chain and Collaborative models. These descriptive models demonstrate the logistical practices followed in vegetable retail marketing in Chennai.

Keywords: Retail, Vegetables, Logistics, Marketing, India