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Abstract
Indian horticulture sector is constrained by low productivity, high cost of
production, huge post-harvest losses, inefficient supply chain and poor
market intelligence. The present paper has brought forward two case studies
of SAFAL Market and Namdhari Fresh which have been successful in
over-coming the constraints that horticulture sector is facing in India for
fresh fruits and vegetables. Some new marketing initiatives along with the
existing supply chain inefficiencies have been highlighted to help formulate
strategy and policy to achieve the much-desired second green revolution
through horticulture growth.