Innovation in Supply Chain Management of Vegetables and Fruits in Maharashtra
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
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.
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.
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