PurposeThis study aims to understand the significant issues in the downstream supply chain of agricultural commodities and find out the improved strategy.Design/methodology/approachA value chain analysis on a downstream supply chain is performed to understand all ground-level issues related to information asymmetry and material losses. The study maps processes, actors, activities, product flow, information flow, material volume flow, technology adoption and value share. The study is performed by doing a qualitative survey using a semi-structured questionnaire and face-to-face interviews with 120 farmers, six aggregators, six traders in APMC mandis, six processors, six distributors and six retailers. A case study is performed on the mustard supply chain in Rajasthan to relate the results more comprehensively. After identifying the prominent issues, a cause-and-effect analysis is done to generate suggestions for improvement in the paper.FindingsThe study reveals that the downstream supply chain has 8–12% losses of agricultural produce, and 5–7% of that is at the farmer’s end as post-harvesting losses. Farmers cannot access all available options for marketing their produce because of poor information exchange and poor reach. It suggests farmer empowerment for the optimum benefit of the entire supply chain.Research limitations/implicationsThis is an exploratory study conducted by field visits and lacks statistical evidence for some findings. The dataset can be more extensive, diversified, and analyzed for various commodities.Practical implicationsThe study’s outcome will guide the stakeholders in finding more optimum options in the downstream agriculture supply chain. Research methodology can be used as a template for studying the supply chain of any agricultural commodity in different countries.Originality/valueThe study reveals the prominent issues, causes, effects and solutions throughout the agriculture downstream supply chain. The study is a bundle of foremost observations altogether. The study has been conducted in-depth in the field with actual scenarios that unlayered the hidden issues at the root. This study addresses a relatively underexplored area and provides actionable recommendations, which significantly contribute to the existing literature on the agriculture supply chain.
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