Identifying the physical distribution form and supply chain issues in marketing F&V products by organised supermarkets: a case on reliance distribution model

The organised trade in its innovative ‘avatar’ began its growth story in the country only subsequent to the liberalisation of the economic policies. The agri-food retailing accounts for 18% of the organised retail today and is likely to have a lower share of 12% by 2020 (NABARD, 2011). Blocked by its major structural issues like inefficient distribution system and unscientific sourcing, there is a need to study the physical distribution model with the objectives of assessing its existing status as well the problems and prospects of the industry. The government has accorded it a soaring priority, with numeral fiscal reliefs, incentives and minimising pre/post harvest waste. Developing a revised model based on its core growth strategy of backward integration and progressing towards building an entire value chain starting from the farmers to the end consumers is the major focus area of the paper.