Demand driven supply chains in augmenting the farm income of vegetable producers-evidence from eastern dry zone of Karnataka

The study was undertaken with an objective to find out the price and yield difference of major vegetables across the supply chains in Bengaluru rural district of Karnataka. Two firms operating in vegetable supply chains were identified, they were HOPCOMS (Cooperative) and Reliance Fresh (Corporate) and within the supply chains two major vegetables viz., tomato and beans were selected for the study based on maximum production and major vegetables procured. A sample of 180 farmers was selected using random sampling method and data were collected through personal interview method. ANOVA was conducted and the data were analysed using Excel. It was found that the price difference between the selling price of the farmer and the retailer was less in HOPCOMS and Reliance Fresh as compared to traditional marketing channel and there is significant difference between yields of tomato and beans across the supply chains. The analysis has brought to light that demand driven supply chain management lead by Retail chains (corporate/cooperative) can create a win-win situation for farmers, consumers and other stake holders. Hence government should promote such efforts and create many such viable supply chains.