Innovation in Supply Chain Management of Vegetables and Fruits in Maharashtra
Author(s)
Sanjaykumar Jagannath Patil* (Associate Professor, Indira Institute of Management, Pune, Maharashtra, India) and Yogita Sanjaykumar Patil (Research Student, North Maharashtra University, Jalgaon, Maharashtra, India) *Corresponding author's Email
Citation
Patil, Sanjaykumar Jagannath and Patil, Yogita Sanjaykumar (2019), “Innovation in Supply Chain Management of Vegetables and Fruits in Maharashtra”, MERC Global’s International Journal of Management, Vol. 7, Issue 2, pp. 127-131.
Article history
Submitted: December 14, 2018, Revision received: January 16, 2019, Accepted: January 30, 2019
In the present marketing system of vegetables and fruits in Maharashtra state, a number of middlemen are involved till the produce reaches the final consumer, as a result of this, the farmer gets only 30 to 35% of every rupee paid by the consumer. The absence of transparency in this marketing system leads to the farmer’s exploitation. To avoid all these situations, Government of Maharashtra stared new startup called “Shetkari Bazar (Farmer’s Market)” to facilitate the Producer farmers of vegetables and fruits to sell their produce to direct consumers with a view to reduce intermediations, marketing costs and to improve farmers' share in the consumer price. This new startup Shetkari Bazar (Farmer's market) has a concept of direct marketing by the producer (farmers) of vegetables and fruits to consumers. This results in better price realisation for producer farmer. This is expected to help producer farmers of vegetable and fruits should get a fair price and escape commercial exploitation in the market place. To scale up the benefits of this innovation to a wider set of vegetable and fruit producer (farmers), it is necessary to study the limitations and expectations for the improvements. Present research studied the limitations in the form of existing problems and expectations of producers. Also, the success of Shetkari Bazaar was studied in the form of economic development of producer farmers.
Acharya, S. S. and Agarwal, N. L. (2009), Agricultural Marketing in India, Oxford & IBH Publishing Co. Pvt. Ltd., India.
Carbonara, N.; Giannoccaro, I. and Pontrandolfo, P. (2002), “Supply chain within Industrial Districts: A theoretical framework”, International Journal of Production Economics, Vol. 76, No. 2, pp. 159-176.
Chawla, Deepak and Sondhi, Neena (2011), Research Methodology Concepts and Cases, Vikas Publishing House Pvt. Ltd., India.
Cottingham, John; Hovland, James; Lenon, Jordana; Roper, Teryl and Techtmann, Catherine (1994), “Direct Marketing of Farm Produce and Home Goods”, University of Wisconsin.
Deliya, M.; Thakor, C. and Parmar, B. (2012), “A Study on differentiator in Marketing of fresh fruits and Vegetables from Supply Chain Management Perspective”, Abhinav: National monthly Referred Journal of Research in Commerce &Management, Vol. 1, pp. 40-57.
Dhumal, V. D. and Raju, A. J. (2017), “Shetkari Bazar: An Alternative to the Problems of Unorganised Vegetable Market System in Latur City”, International Journal of Emerging Trends in Science and Technology, Vol. 04, Issue 08, pp. 5799-5804.
Ellram, L. M. (1991), “Supply Chain Management: The Industrial Organisation perspective”, International Journal of Physical Distribution and Logistics Management, Vol. 21, No. 1, pp. 13-22.
Kalidas, K.; Jiji, S. and Sureka. M. (2014), “Supply Chain Management in Vegetables”, Paripex. Indian Journal of Research, Vol. 3, pp. 315-316.
Lilly, V. (2013), “Marketing of Fruits and Vegetables in India- an Overview”, PARIPEX. Indian Journal of Research, Vol. 3, pp. 9-20.
Nassimbeni, G. (1999), “Network Structure and Co-ordination Mechanisms: A Taxonomy”, International Journal of Operations and Production Management, Vol. 18, No. 6, pp. 538-554.
Rangarjan, Varadarajan and Arunachalam, M. S. (2016), “Framework for Measuring Innovation Potential in Indian Companies: A Case Study”, MERC Global’s International Journal of Management, Vol. 4, Issue 1, pp. 06-14.
Sen, C. and Maurya, R. P. (1998), “Marketing of Vegetables in Sewapuri Block”, Agric. Mktg., Vol. 41, Issue 2, pp. 29-31.
Singh, C. B. and Sharma, S. P. (1983), “Management of milk procurement at the village by cooperative, private and public sector organisation - A case study”, J. Agric. Mktg., Vol. 25, Issue 4, pp. 11-17.
Singh, M. K. (1992), “Economics of production and marketing of vegetable: A case study in potato block of Jabalpur district”, Agric. Mktg., Vol. 40, Issue 2, pp. 18-20.
Singh, M. R. (1997), “Economics of production and marketing of Vegetables: a case study in Patan black of Jabalpur district”, Agric. Mktg., Vol. 40, Issue 2, pp. 18-20.