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- Title
Rythu Bazaar: A Study of the Supply Chain of the Farmers' Markets of Andhra Pradesh.
- Authors
Dey, Subhendu
- Abstract
Some studies reveal that farmers' share in the consumers' rupee is just 40 paise. In addition, the estimated loss in handling of vegetables in the traditional channel of marketing is about 30-35%. This becomes more acute, as the marketing system for fruits and vegetables is mostly in the hands of middlemen who exploit the poor farmers through malpractices in weighing, handling and payments. The Andhra Pradesh Government established rythu bazaars in 1999 to create a platform where farmers could sell their produce directly to the consumers without the interference of middlemen or marketing intermediaries. This paper makes an attempt to study the supply chain of rythu bazaars and looks at areas that, if addressed, can result in increased income generation for the farmers operating from these market yards. The current supply chain is studied and a supply chain model is proposed in the paper to address this issue.
- Subjects
SUPPLY chains; FARMERS; VEGETABLE marketing; CONSUMERS; PHYSICAL distribution of goods
- Publication
IUP Journal of Operations Management, 2012, Vol 11, Issue 3, p43
- ISSN
0972-6888
- Publication type
Article