Linking Farms with Consumers Through Organized Retail Chains: Implication for Producers in India

Part of the India Studies in Business and Economics book series (ISBE)


Opening up agriculture to retail trade is a controversial issue today, but the implications of such a change for farmers has received less attention. This chapter presents an integrated picture of three cases of farmers’ marketing through retail chains using primary data, both quantitative and qualitative in nature, from three states in India. The chapter seeks to understand how the linkage between producers and the buyers in the value chains is constructed. Both direct and indirect and latent implications of the channels for producers are explored.


Foreign Direct Investment Marketing Channel Retail Chain Latent Implication Marketing Cost 
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Copyright information

© Springer India 2016

Authors and Affiliations

  1. 1.Institute of Economic GrowthNew DelhiIndia
  2. 2.The Energy Research InstituteNew DelhiIndia

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