Nutritional Impacts of Direct Selling to Supermarkets: The Case of Farm Households in India

A growing body of literature examines the developmental impacts of smallholder participation in supermarket value chains in developing countries, yet evidence on the nutritional implications for farm households remains limited. This study investigates how direct sales to supermarkets influence household nutritional outcomes among vegetable growers in India. Using primary survey data and econometric techniques that address simultaneity and self‐selection bias, we find that farmers selling directly to supermarkets consume significantly higher amounts of vitamin A and zinc than their counterparts. These improvements are associated with a greater share of non‐cereal food consumption. They are supported by more stable and higher incomes generated through direct sales to supermarkets, staggered vegetable harvests, and reduced price volatility. The findings highlight the potential of supermarket expansion to enhance dietary quality and address micronutrient deficiencies for farm households in smallholder‐dominated agricultural systems.