Abstract
"Pahala Rasagola is known in every corner of the consumers in Odisha due to its taste, ethnicity and purity that mend the researchers to understand its supply chain and issues intricate in it through this study. For that sake, a total 10 retailors and 200 consumers were tested through a pre-structured schedule in which operations regarding Rasagola making, supply chain interventions, costs, margins and simultaneously various constraints were identified through this study. Seasonal impact, locational disadvantages, and spoilage of the Rasagola due to its perishable nature are coming as the major deterrents at the retailers’ level where as consumers also worry about poor shelf-life of the Rasagola and quality issues in their consumption centric behavior. It opens the scope of organized retailing and web based interface for better product delivery in future."
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