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Abstract The emergence of high‐value supply chains, led by supermarket buyers, has transformed traditional avenues for marketing fruits and vegetables in India. Our study explores the evolving relationships between Indian farmers and supermarket buyers in the horticultural market. The investigation centres on understanding farmer satisfaction in this dynamic marketing landscape and its impact on their commitment to supermarket buyers. We identified critical factors such as price offer, reduced marketing cost and convenience as pivotal to farmers' satisfaction using the survey administered to 242 respondents. Results highlight the positive impact of price offer, reduced marketing cost and convenience on farmers' satisfaction, while underscoring that market assurance hampers satisfaction levels among farmers. In practical terms, our findings emphasise the importance of addressing farmers' needs for a more fruitful and mutually enriching partnership with the supermarkets. The study contributes depth to discussions on the evolving face of horticulture, accentuating the impact of modern supply chains on farmer welfare and economic growth.
Saini et al. (Thu,) studied this question.