Supermarket Supply Chains Marketing Models in India: The Novel Market Models


  • Madiga Bala Dastagiri National Centre for Agricultural Economics and Policy Research DPS Marg, Pusa, New Delhi-12 India
  • T.K. Immanuelraj



Super markets, marketing models, traditional, public and private markets, government policies


The super market revolution has been underway in developing countries. Market research says that larger the numbers of economic agents involved in marketing and lesser their incomes’ share in consumer price’. The prospective solution to this problem may be consolidation of supply chain. The main motive of this paper is to explore the ways or super markets models that will integrate the small and marginal farmers with supply chain system in India. Information on marketing models and marketing institutions which deal fruits and vegetables in the country were analyzed.

The fruits and vegetable commodities reach the final consumer through various channels. Among all the channels the direct market models are the best because the producer share in consumer rupee is 100 per cent and will eliminate middlemen completely. India opened up post – 1990, a number of new liberalized public markets operating direct marketing model with forward linkages for fruits and vegetables. The economic reforms also lead to the emergence a number of new private retail markets for fruits and vegetable with direct marketing models with backward linkages. The results reveal that private super markets will save farmers from transport, marketing cost and other charges and complete eliminate middlemen. Farmers who supply to private super markets have many advantages it includes technical guidance, market information on prices, perfect weights and spot payments etc. The opportunities include development of high value commodities market supply chain.

The farmers are suggested for effective and efficient marketing of fruits and vegetables, the super markets have to purchase entire quantity brought by the farmer irrespective of grading, Export linkage is suggested, Government has to regulate prices, Government has to open and operate retail outlets, Government should assess the production and consumption level and announce the MSP accordingly.

Even the farmers of the most of the states are adopting traditional marketing channels. The study suggests that modern direct marketing models to adopt.

Author Biography

Madiga Bala Dastagiri, National Centre for Agricultural Economics and Policy Research DPS Marg, Pusa, New Delhi-12 India

Global Markets, IPr's, WTO issues




How to Cite

Dastagiri, M. B. and Immanuelraj, T. (2013) “Supermarket Supply Chains Marketing Models in India: The Novel Market Models”, Journal of Global Economy, 8(4), pp. 345–360. doi: 10.1956/jge.v8i4.280.