Supply Chain Management of Fruits: A Case Study on Marketing Channels of Mango in Bidar District, Karnataka

Abstract

In the Era of stimulating growth, economic development and ever growing purchasing power of Indian consumer and induction of National horticulture mission by government of India as horticulture is significantly contributing to the Indian GDP and is planned to double the production of horticulture crops. What is required is the review, explore and channelize and have a good market structure essential for the success of the programs implemented by the government which are designed for uplift of population in whole. Indian market is dominated by unorganized retailing due to which there is heavy loss and escalation in the prices of commodities. This study is focused on determining the existence of different supply chains in the Bidar district of Karnataka involved in marketing of mangoes. The study is conducted by the structured questionnaires for the different intermediaries. It involve knowing the existing marketing chains in the district, Problem faced by the intermediaries involved in the marketing of mangoes and fruits in general and the value addition to the products, post-harvest facilities present in the district involvement of the APMC for fruit marketing and its reach and profit to the famers. There are no post-harvest facilities and separate APMC regulated fruit market, co-operative marketing facility is not there and involvement of intermediaries is escalating he price of the produce and producers share in consumer price is very less.