organised retailing of fresh fruits and vegetables: opportunities for putting research into use?
TRANSCRIPT
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
1/37
2011 Discussion Paper 12
ORGANISED RETAILING OF FRESH FRUIT AND VEGETABLES:
OPPORTUNITIES FOR PUTTING RESEARCH INTO USE?
RASHEED SULAIMAN V., N.J . KALAIVANI, J ATINDER HANDOO, T.S.VAMSIDHAR REDDY, KUMUDA DORAI AND ANDY HALL
APRIL 2011
D I S C U S S I O N P A P E R S E R I E S
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
2/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
ACKNOWLEDGMENT
This document is an output from the Research Into Use Programme (RIU) funded bythe UKs Department for International Development (DFID) for the benefit ofdeveloping countries. The views expressed are not necessarily those of DFID.
ThisworkislicensedundertheCreativeCommonsAttribution3.0UnportedLicense.Toviewacopyofthislicense,visit
http://creativecommons.org/licenses/by/3.0/orsendalettertoCreativeCommons,171SecondStreet,Suite300,San
Francisco,California,94105,USA
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 2 KUMUDADORAIANDANDYHALL
http://creativecommons.org/licenses/by/3.0/http://creativecommons.org/licenses/by/3.0/ -
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
3/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
ORGANISED RETAILING OF FRESH FRUIT AND VEGETABLES:
OPPORTUNITIES FOR PUTTING RESEARCH INTO USE?
RasheedSulaimanV.1,N.J.Kalaivani
2,JatinderHandoo
3,VamsidharReddy,T.S.
4,Kumuda
Dorai5andAndyHall
6
Abstract
AcrosscuttingthemeintheDFIDfundedResearchintoUse(RIU)programmeisthe
explorationofthedevelopmentalopportunitiespresentedbynewpatternsof
entrepreneurialactivity.Thisisanexcitingtimetobeexploringsuchissuesastherehas
beenanupswinginenterpriseactivityinthedevelopingworld,characterisedbyamarkedly
differentera
of
economic
dynamism.
This
has
affected
agri
food
value
chains
in
profound
ways.ForRIUthisraisesquestionsaboutwhetherthereispotentialtopiggybackonthis
newdynamicforputtingresearchintouse.Italsoraisesthequestionofwhether
institutionalchangeinmarketingarrangementsisassociatedwithinstitutionalchangein
relationtoaccesstotechnology,researchandothertechnicalexpertise.Organisedretailing
offruitandvegetablesisinvestigatedtoexplorethisquestion.Afarmlevelsurveyandretail
outletlevelreviewsuggestthatthispatternofmarketdevelopmentislinkingfarmersto
marketswithpromisingsocialandeconomicconsequences.Butitisalsofindingthatthe
valueofthisasamechanismforstrengtheningtechnicalchangeandinnovationcapacityis
underdevelopedandthatitisherethatpublicpolicyneedstoconcentrateitsattentionand
efforts.
Keywords:OrganisedRetail,Horticulture,Entrepreneurship,AgriculturalResearch,
Innovation,Development,Policy,ValueChainDevelopment,SouthAsia,
JELCodes:L14,L26,L32,L66,N5,N55,O13,O19,O31,O32,O33,O53,Q12,Q13,Q16
RIUDISCUSSIONPAPERSERIES
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 3
1HeadofAsiaResearch,RIUCRT,[email protected]
2ResearchFellow,CentreforResearchonInnovationandSciencePolicy(CRISP),[email protected]
3SocialPerformanceAnalyst,MicrofinanceInformationExchange(MIX),[email protected]
4ResearchFellow,RIU,[email protected]
5ResearchFellow,LINK,[email protected]
6
Headof
the
RIU
Central
Research
Team
(CRT),
Director
of
LINK
Ltd.
and
visiting
professor,
Department
of
Development
PolicyandPractice,OpenUniversity,UK,[email protected]
KUMUDADORAIANDANDYHALL
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected] -
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
4/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
TABLE OF CONTENTS
LISTOFACRONYMS 5
1.INTRODUCTION 7
2.DEBATESABOUTFOODRETAILANDDEVELOPMENT 10
FIGURE1:AFRAMEWORKFOREXPLORINGPUTTINGRESEARCHINTOUSE
INDYNAMIC,ECONOMICSYSTEMS 12
3.THE
EMERGING
ORGANISED
FOOD
RETAIL
LANDCAPE
IN
INDIA
13
4.CASESTUDY:ORGANISEDRETAILOFFRESHFRUITANDVEGETABLES
INHYDERABAD,INDIA 16
TABLE1:EXPANSIONOFORGANISEDRETAILOFFRESHFRUITAND
VEGETABLES 16
BOX1:VONTIMAMIDI,ANEPICENTREOFRETAIL 17
TABLE2:PROCUREMENTDETAILSOFDIFFERENTMARKETAGENTSAT
VONTIMAMIDI 17
5.KEYFEATURESOFORGANISEDRETAILARRANGEMENTS 21
TABLE3:NETGAIN(ORGANISEDRETAILVS.LOCALMANDI) 21
TABLE4:DECISIONSONSALEOFPRODUCE 22
TABLE5:HOLDINGSIZEOFFARMERS(ACRES) 24
TABLE6:SERVICESRECEIVEDFROMTHERETAILERS 24
BOX2:EXTENSIONSUPPORTBYORGANISEDRETAILERS(ITCANDHERITAGE) 25
6.CHALLENGESANDOPPORTUNITIESFORORGANISEDRETAILININDIA 28
7.LESSONSFORPUTTINGRESEARCHINTOUSEANDINTERNATIONAL
DEVELOPMENTPRACTICE 30
REFERENCES 32
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 4 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
5/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
LIST OF ACRONYMS
ADB AsianDevelopmentBank
ASARC AustraliaSouthAsiaResearchCentre,Canberra
CABI CentreforAgriculturalBioscienceInternational
CGIAR ConsultativeGrouponInternationalAgriculturalResearch
CGD CenterforGlobalDevelopment
CPA CentreforPolicyAlternatives
CRT CentralResearchTeam,RIU
DFID DepartmentforInternationalDevelopment,UK
FAO TheUnitedNationsFoodandAgricultureOrganization
FDI ForeignDirectInvestment
GDP GrossDomesticProduct
GlobalGAP GlobalGoodAgriculturalPractices
GoI GovernmentofIndia
ICRIER IndianCouncilforResearchonInternationalEconomic
Relations
IFPRI InternationalFoodPolicyResearchInstitute
LINK
LearningINnovation
Knowledge
MSU MichiganStateUniversity
MTID Markets,TradeandInstitutionsDivision,IFPRI
NDDB NationalDairyDevelopmentBoard,India
NGOs NonGovernmentalOrganisations
R&D
Researchand
Development
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 5 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
6/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
RIU ResearchIntoUse
S&T ScienceandTechnology
UK
UnitedKingdom
UN UnitedNations
UNPAD UniversitasPadjadjaran
USA UnitedStatesofAmerica
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 6 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
7/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
1. INTRODUCTION
AcrosscuttingthemeintheResearchintoUse(RIU)programme,fundedbytheUKs
Departmentfor
International
Development
(DFID),
is
the
exploration
of
the
developmental
opportunitiespresentedbynewpatternsofentrepreneurialactivity.RIUsspecificinterest
concernsthewayentrepreneurshipasadriverofinnovationandthedynamicforce
withineconomicandsocialsystemscanbeusedaspartofamechanismwhere
agriculturalresearchandtechnologyaredeployedforpovertyreductionandeconomic
development.Thisispartofawiderinterestinunderstandinghowtheeffectivenessofa
keypublicpolicytoolinvestmentsinagriculturalsciencecanbeenhanced.
Thisisanexcitingtimetobeexploringsuchissues.Developmentpracticeisbecoming
increasinglycomfortablewithembracingenterpriseasapartnerinthedevelopment
process.But,moreimportantly,therehasbeenanupswinginenterpriseactivityinthe
developingworldcharacterisedbyamarkedlydifferenteraofeconomicdynamism.
Althoughsomeofthisdynamismhashadlittletodowithagriculturedirectly,ithas,
nevertheless,startedtoaffectagrifoodvaluechainsinprofoundwaysthe
industrialisationoffoodsystemsnotjustforexport,butincreasinglyforlocal
(super)marketsbeingjustoneexampleofthis.Whileitistruethatthiseconomicdynamism
hasbeenmostapparentinIndia,ChinaandotherAsiancountries,moregenerally,partsof
Africaandandthefoodsectorinparticulararestartingtoexhibitsimilartrends
associatedwithurbanisationandrisingurbanincomes.
ForRIUthisraisesquestionsaboutwhetherthereisanypotentialtopiggybackonthisnew
dynamicforputtingresearchintousespecifically,whetherinstitutionalchangein
marketingarrangementsisassociatedwithinstitutionalchangeinrelationtoaccessto
technology,researchandothertechnicalexpertise.Theliteraturehasforsometimenow
discussedthepotentialroleofpublicprivatealliancesforpromotingtechnicalchangeand
innovationintheagriculturalsector(ByerleeandEcheverra,2002).Theliteraturehasalso
discussedsomeofthelikelyarchitecturesformakingthisworkinanemergingeconomy
setting(Hall,
2006).
However,
equity
and
governance
issues
in
value
chains
have
also
been
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 7 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
8/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
highlightedasaconcernthatcannotbeignored(Kaplinskyetal.,2010),althoughmorein
relationtointernationalvaluechains.Whatisnowneededisresearchtoexplorethese
issuesinrelationtothenewandemergingpatternsofentrepreneurialactivityassociated
withdomestic
food
systems,
which
have
been
transformed
profoundly
in
the
last
5years.
ThecasechosenforthisstudyistheemergingtrendinIndiaoflargecorporatehouses
branchingoutintoretailingoffruitandvegetables.Thistrendiscloselyassociatedwith
urbanisation,growingconsumerismandanincreaseinthenumbersofuppermiddleclass
andhighincomehouseholds.Thisisaphenomenonthatistakingplaceacrossthe
developingworldandtheexperiencesofIndiaarelikelytoprovideinsightsonwhatmay
alreadybe
starting
to
take
off
in
Africa.
In
the
case
of
India
the
establishment
of
these
new
retailoutletssellingfreshfruitandvegetableshasledtosomelimitedexperimentationwith
newwaysoffieldlevelprocurementofthesecommodities.Despiteseveraltrader
organisations,NGOsandassociationsofstreetvendorsopposingthemassiveexpansionof
organisedretailbecauseofalosstolivelihoods,manyinindustryandpolicycirclesbelieveit
willhavepositiveimpactsontheagriculturalsupplychainandraiseprices.Thisdebateis
alsocloselyrelatedtothewiderissueofpotentialimpactsonstreethawkersandneighbour
hoodkirana(grocery)stores.
Istheorganisedretailingoffreshfruitandvegetablesbenefitingproducersofthese
commodities?Arethesearrangementscreatinganynewcapacityforinnovationornew
demandsfortechnicalandothersupportbydifferentactorsintheagriculturalinnovation
system7?
Therestofthispaperisorganisedasfollows:Thesecondsectiondiscussestheemergence
oforganisedretailinthefoodandgrocerysectorinthedevelopingworld.Section3explores
theorganisedretailinglandscapeinIndia.Section4presentsacasestudyofthechanging
natureoforganizedfruitandvegetableretailinthecityofHyderabadinSouthIndia.
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 8
7AgriculturalInnovationSystemreferstothenetworkoforganisations,enterprises,andindividualsfocusedonbringing
newproducts,newprocesses,andnewformsoforganisationintoeconomicuse,togetherwiththeinstitutionsandpolicies
thataffect
the
way
different
agents
interact,
share,
access,
exchange
and
use
knowledge.
KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
9/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
Procurementoperationsofvariousretailersandkeyfeaturesofthesearrangementsare
discussedinSection5andthechallengesandopportunitiesfortheorganisedretailing
sectorinIndiaarediscussedinSection6.Finally,Section7summarisesthelessonsfor
internationaldevelopment
practice
and
for
putting
research
into
use.
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 9 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
10/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
2. DEBATES ABOUT FOOD RETAIL AND DEVELOPMENT
Modernretailingissettohavetakenoffindevelopingcountriesinthreesuccessivewavesin
the
years
between
the
early
1990s
and
the
early
2000s
(Reardon
and
Hopkins,
2006;
ReardonandBerdegue,2007).InthecaseofthelargeAsianeconomiesofChinaandIndia,it
occurredduringthethirdofthosewaves,startingfromthelate1990s.Thistrend,popularly
referredtoasthesupermarketrevolution,hasbeentransformingfoodretailmarkets
andthesupplychainstheysourcefromnotonlyinmediumincomecountries,butalsoin
thepoorerdevelopingnations(Timmer,2005).Whileexploringdriversofrapidretailgrowth
indevelopingcounties,Reardonetal.(2003)indicatedthatthesamefactorsthat
contributedto
the
spread
of
supermarkets
in
developed
countries
50
years
ago
were
still
responsibleforthesamephenomenonindevelopingcountriesmorerecently,including:
marketliberalisationindevelopingcountries;thefloodofForeignDirectInvestment(FDI)
availableafterthe1990s;saturationofsupermarketsinhomebasemarketsandtheirlow
margins(whichpropelledthesearchforhigherreturnsintransitionalanddeveloping
countries);thegreateravailabilityofprocurementandlogisticstechnology;anddeclining
transportcosts.Inaddition,theemergenceofregionalagrifoodchainsinAsiawiththe
disappearanceof
regional
trade
barriers,
rise
in
institutions
that
encourage
regional
integrationandgreaternumbersofimportantregionalplayersalsohadimportant
implicationsforagriculturalproductionandinnovationsystems(ThompsonandCowan,
2000).
Consumerdemandandchangingpreferenceshavealsoplayedaroleinstimulatingthis
growth.Forinstance,astudybyICRIER(2008)foundthatretailsalesgrowthwasdirectly
proportionaltoRealGDPandRealPrivateFinalConsumptionexpenditure,indicatingthata
substantialincreaseindisposableincomeamongIndianhouseholdssincethemid1990s
couldbeanotherdriverofthissupermarketrevolution.AstudybyDeloitteStores(2007)
predictsfastergrowthfortheorganisedretailbusinessindevelopingcountriesinthenext
decadeduetorisingnumbersofyoungerpopulations.InIndiatheorganisedfoodretail
sectorhasbeengrowingatannualratesbetween16and50percentoverthepastfewyears
(ReardonandGulati,2008),startingfromasmallbase.Ifthesehighratesofgrowth
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 10 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
11/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
continuetheyareboundtohavesignificantimpactsonexistingvaluechains(ICRIER,2008).
Rapidgrowthintheorganisedretailsectorisalsoresultinginconsolidationtoachieve
economiesofscale(ChakravarthyandKurien,2007).ExamplesoftheseinIndiainclude
corporategiants
such
as
the
Reliance
Retail
Group
taking
over
Adani
Retail
in
Gujarat
and
theA.V.BirlaGrouptakingovertheTrinethrachainofstoresacrossthecountry.
Althoughrapidlyincreasingnumbersoftheseretailventuresseemtoprovidenew
opportunitiesforproducersandprocessors,theirdevelopmentalimpactsarestillcontested.
Cadilhonetal.(2006)reportsthathigherpricesofferedbysupermarketswasoffsetbythe
extracostsincurredbyfarmerstosupplytothem.Inmostcases,supermarketsstillsourced
frommedium
and
large
suppliers
(Farina
et
al.,
2005).
Even
when
they
did
source
from
small
farmersthesetendedtobeanupperechelonofsmallfarmersintermsofcapitalassets,
infrastructureaccessandsize(ReardonandTimmer,2007).Natawidjajaetal.(2007)
demonstratedasimilartrendfortomatoesinIndonesia.Intheveryrareinstanceswhere
smallfarmerssolddirectlytosupermarkets,itwasfoundthattheywerepartofaverygood
producersorganisation(GulatiandReardon,2007).Similarobservationshavebeenmadein
otherstudies,whichshowthatfarmersconnectedtotheorganisedretailsectorinIndiahad
largerlandholdings(ICRIER,2008;MangalaandChengappa,2008;AlamandVerma,2007)
andhigherproportionofirrigatedland(ICRIER,2008)thanthosesupplyingtotraditional
marketchannels.
However,severalstudiesonfreshfruitandvegetableretailchainsinIndiahaveconfirmed
relativeadvantagesforfarmersconnectedwithorganisedretail.Forexample,retailchain
contractedfarmersreceivecomparativelyhigherprices(DhananjayaandRao,2009;Alam
andVerma,2007),highernetprofits(ICRIER,2008;MangalaandChengappa,2008;Birthal
etal.,2005)andalsohadlowertransactioncosts(SinghandSingla,2010;ICRIER,2008;
AlamandVerma,2007).SinghandSingla(2010)reportthatretailchainshaveraisedquality
consciousnessamongfarmers,introducedgrading(inprimaryprocessing)andhavehelped
incostcuttingthroughextensionandtrainingoninputuseforbetteryield.
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 11 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
12/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
Thediscussionsaboveindicatethatpatternsofmarketdevelopmentandthedifferential
impactsthesehaveondifferentmarketchainstakeholdershasbeengivenconsiderable
attention.However,lessattentionhasbeengiventothewaynewmarketingarrangements
andrelationships
between
farmers
and
retailers
act
as
vehicles
for
technical
change.
This
is
animportantquestionforRIUandisoneoftheissuesexploredintheinvestigationofthe
Indianretailsectordiscussedinthenextsection.Specifically,thediscussionexplores
whetherinstitutionalchangeinmarketingarrangementsisassociatedwithinstitutional
changeinrelationtoaccesstotechnology,researchandothertechnicalexpertise.Figure1
belowpresentastylisedframeworkforexploringthisquestion.Itsmainfeatureisthe
propositionthatthecurrenteraofeconomicdynamisminemergingeconomiesis
stimulatingenterprises
to
introduce
institutional
innovations
in
marketing
systems
that
not
onlylinkpoorfarmerswithmarkets,butalsobringaboutinstitutionalinnovationinaccess
toresearch,technologyandrelatedexpertise.
Figure 1. A Framework for Exploring Putting Research into Use in Dynamic Economic
Systems
Source:The
authors
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 12 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
13/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
3. THE EMERGING ORGANISED FOOD RETAIL LANDSCAPE IN
INDIA
Retailisoneofthefastestgrowingsectorsintheworld.TheretailbusinessinIndiais
estimatedtogrowat13%perannumfromUS$322billionin200607toUS$590billionin
201112.Whiletheunorganisedsectorisexpectedtogrowatabout10%perannum,
organisedretailisestimatedtogrowat4550%perannumduringthesameperiod(ICRIER,
2008).However,organisedretailconstitutesonlyaround4%ofthetotalretailsalesinIndia,
comparedto7580%indevelopedcountriessuchastheUS,JapanandtheUK.InIndia,
organisedretailingisspreadingfast,thoughthegrowthiscurrentlyfocusedaroundcities
and
tier
1
towns.
FoodandgroceryconstitutesthebulkofIndianretailinganditsshareisabout60%
(Images,2008).Organisedretailingaccountsforaboutlessthan2percentofthefood
retailingindustryinIndia.However,theshareoforganisedretailinginthefoodandgrocery
segmentcouldgrowto1520%ifthecurrenttrendsinexpansionoforganisedretail
continue(ReardonandGulati,2008).
Nilgiris,establishedin1905asadairyfarmnearOotacamundinSouthIndia,isperhapsthe
firstorganisedfoodretailerinIndia8.Althoughanotherchain,Spencers,hasbeenpartofthe
Indianretaillandscapesince1863,itonlybegansellinggroceriesin1920.Safal,established
in1988bytheNationalDairyDevelopmentBoard(NDDB),wasthefirstorganisedretailing
ventureforfruitandvegetablesinNorthIndia(mainlyDelhi)9.Therapidexpansionofthe
RPGGroupsFoodWorldoutletsindifferentpartsofIndiabeginningwithitsfirstoutlet
inChennaiin1996indicatesenhancedcorporateinterestinfoodretailing.
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 13
8ItopenedanotherstoreinBangalorein1936andthenextoneinErode,TamilNadu,in1962.Nilgirisinitiallyfocusedon
dairy products, bakery productsand confectionary, but in 1945 expanded its range to includegroceries andother food
items.Itcurrentlyhasmorethan90storesunderthebrandnameNilgiris1905.9SafalFruitandVegetableUnitwassetupin1988bytheNationalDairyDevelopmentBoardwiththeobjectiveofcreating
adirectlinkbetweenfruitandvegetablegrowersandconsumers.ItispresentlyaunitofMotherDairyFoodsProcessing
Ltd.,awhollyownedcompanyofMotherDairyFruit&VegetableLtd.Safalhassetup279speciallydesignedmodernretail
outlets in and around Delhi to market fresh and frozen fruit and vegetables directly to consumers. It sources fruit and
vegetablesthrough
more
than
a100
producer
associations
set
up
in
select
villages.
KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
14/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
OthercorporatehousesthatarecurrentlyactiveinthefoodretaillandscapeofIndia
include:RPG(Spencers),Reliance(Fresh),ITC(ChoupalFresh),AdityaBirla(More),Heritage
(Fresh@),PantaloonRetail(FoodBazaar),Bharti(EasyDay)andExpressRetail(BigApple).
Muchof
the
expansion
in
food
and
grocery
retailing
in
India
is
currently
concentrated
in
the
southernstatesinandaroundChennai,HyderabadandBangalore.Increasing
urbanisationandrisingincomelevelswithresultantchangesindietarypatternstowards
highvaluecommoditieshavealsosparkedcorporateinterestinfoodretailinginIndia.
Whatistheimpactofthisexpandingcorporateretailingofagriculturalproducts
especiallyfruitandvegetablesonproducers,intermediariesandconsumersinIndia?The
evidenceis
limited
and
opinion
seems
to
be
divided.
Much
of
the
focus
of
discussion
has
beenaroundlivelihoodlossesofstreethawkersandneighbourhoodstores,whocurrently
sellmorethan98%offoodandgroceries.TheICRIER(2008)studyfoundthatunorganised
retailersinthevicinityoforganisedretailersexperiencedadeclineinvolumeofbusiness
andprofitintheinitialyearsaftertheentryoflargeorganisedretailers.Impactsare
expectedtobelargerinthelongrun,whentheorganisedretailingoffoodandgrocery
reachesatleast2530%ofthetotalsales(ReardonandGulati,2008).However,consumers
dogainfromlowpricesofferedthroughorganisedretail(GaihaandThapa,2007;ICRIER,
2008).
Withregardtoimpactonfarmers,availableevidencevariesfromsignificantbenefitsarising
fromdirectsalestoorganisedretailers(ICRIER,2008)tonoimpactascorporatesare
procuringonlyfromthemandis(producemarkets)(IndiaFDIWatch,2007;Navadanya,
2007).Astudyoncontractfarmingarrangementsindairy,poultryandvegetableshas
reportedsignificantgainsinincomeoffarmerswhoarepartofcontractarrangementsin
comparisontononcontractfarmers(Birthaletal.,2005).However,theperformanceof
contractfarmingvariesconsiderably,dependingonthenatureandtypeofcontracting
agency,natureoftechnology,crop/produceandthelocalandnationalcontext(Singh,
2007).Anotherstudycitingglobalexperiencespointstolowerpricesforfarmerswhenlarge
retailerspurchaseinbulk(CPA,2007).
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 14 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
15/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
TheFAO(2005)studyonfoodretailinginAsiaindicatesthatratherthanthetypeofstore,
factorssuchasmethodsofprocurement,theuseoflogisticsandqualitystandardsapplied
haveimplicationsforfarmersincomes.Thesamestudyalsoindicatesthatfarmersface
manyproblems
in
supplying
to
supermarkets,
including:
delisting
of
suppliers
and
rejection
ofproducebyretailersfornotconformingtovolume,qualityanddelivery;andprice
competitionsbetweenchainsthatkeeppriceslow,thusmakingitdifficultforfarmersto
earnenoughofaprofittopayforonfarminvestments.TheIndianGovernment,however,
considersorganisedretailtobebeneficialasitcansetupsupplychains,givebetterpricesto
farmersandfacilitateagroprocessing(GoI,2006).Whileorganisedretailingmaypartially
supportsomeofthesemuchrequiredchanges,theroleofthegovernmentespeciallyits
differentorganisations
involved
in
agricultural
research,
extension
and
marketing
in
creatingabetterproductionandmarketingsystemisstillnotveryclear.
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 15 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
16/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
4. CASE STUDY: ORGANISED RETAIL OF FRESH FRUIT AND
VEGETABLES IN HYDERABAD, INDIA
TheOrganisedRetailingLandscape
Upuntil2000Hyderabadhadonlytwoorganisedretailersoffreshfruitandvegetables
TrinethraandFoodWorld.Trinethrawasfoundedin1986asamultipleoutletretailstore
networkinHyderabad,SecunderabadandVishakapatnam.FoodWorld,whichopenedits
firstoutletatChennaiin1996,extendeditspresencetoHyderabadthesameyear.RPGs
Spencerfollowedsuitin2001andPantaloonRetailsFoodBazaarin2003.
Table
1:
Expansion
of
Organised
Retail
of
Fresh
Fruit
and
Vegetables
Name Year set up in
Hyderabad
Number of
stores in
Hyderabad
TotalNumberofstores
in India (as of March
2010)
1 Trinethra10 1986 79 275(tillJan2007)
2 FoodWorld 1996 20 67
3 Spencers 2001 28 250
4 FoodBazaar 2003 11 174
5 ChoupalFresh 2006 6 6
6 RelianceFresh 2006 45 624
7 @Fresh 2006 32 75
7
More
2007
92
579
8 SPAR 2008 1 4
Intheyearsthatfollowedtheseinitialforaysseveralothercorporateretailershave
expandedintotheHyderabadmarket(SeeTable1above).ITCopeneditsfirstChoupalFresh
storeinHyderabadinmid2006.RelianceenteredthescenewithitsfirstRelianceFresh
storeinHyderabadattheendofthesameyear.Heritagealsoemergedonthescenewithits
@Freshstoresatthesametime.ThelatesttoenterthisfieldisSPAR,whichopeneditsfirst
storeinHyderabadin2008.
Methodology
Thisstudyisbasedpartlyonasurveyof100farmersatVontimamidiafruitandvegetable
growingclusterinMedakDistrictnearHyderabad(SeeBox1)whoarecurrentlysupplying
producetofiveorganisedretailers(20farmerswererandomlyselectedfromeachretailer).
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 16
10TheAdityaBirlaGroupacquiredTrinethrainearly2007andrenamedthesestoresasMore.
KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
17/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
Thiswassupplementedwithinterviewswithrelatedactors,includingprocurementstaffand
seniormanagementofdifferentretailers,commissionagentsintraditionalmarketsand
governmentextensionstaff.
Box1:Vontimamidi,anepicentreofretailprocurement
VontimamidiisavillageintheRangareddydistrictofAndhraPradesh,about40Kmaway
fromthemajorurbancentreofSecunderabadandlocatedonamajorhighway.Itscentral
locationhasallowedittobecometheepicentreofaclusteroffarmsina3040kmradius,
andahubforretailcollectioncentres.Approximately14000farmersgrowvegetables
includinggourds,
cucumber,
brinjal,
chillis,
beans
and
tomatoes
in
villages
around
Vontimamidi.ReliancewasthefirstorganisedretailertosetupahubinVontimamidiin
2006tosourcefruitandvegetables,andITCandMorefollowedsuitin2007.Inthesame
year,SpencerssetupitsvegetablecollectioncentreatMulugunearVontimamidi,while
Heritagelauncheditspackhouseinanearbyvillage.
Table2belowprovidesanindicationofthevolumeofproduceboughtbyorganisedretailers
fromVontimamidieveryday.Inadditiontoorganisedretail,traditionalproducemarkets
alsosourcetheirfruitandvegetablesfromVontimamidithroughthe75oddcommission
agentswhooperateatalocalmandi(market).
Table2:ProcurementDetailsofDifferentMarketAgentsatVontimamidi
Averagedailyprocurement(tonnes)OrganisedRetailers
Otherdays Weekends
(Saturday/Sunday)
Number of
farmers selling
their produce
(dailyaverage)
Organisedretailers
ITC ChoupalFresh 45 7 3050
RelianceFresh(RangerFarms) 1314 16 3050
RPGSpencers 10 12 2530
Heritage @Fresh 2630 4245 50
AdityaBirlaMore 7 17 3540
Local produce market (mandi),
Vontimamidi
300 300 500
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 17 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
18/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
NatureofExistingProcurementArrangements
ITCChoupalFresh
ChoupalFresh
is
apilot
project
operated
by
ITCs
Agri
Business
Division,
with
the
professed
objectiveofverticallyintegratingfarmerswiththemarket.ITCestablisheditscollection
centreforfreshvegetablesin2007atVontimamidi,wherevegetablesboughtaresorted,
cleanedandgradedbeforebeingsenttoadistributioncentre.ITChassetupacropnursery
anddemonstrationfarmatVontimamidionatwoacreplotitleasedin2008.Thecompany
hasemployedatechnicallyqualifiedfarmmanagertohandlegroundleveloperations,
includingprocurement,nurserymanagementanddisseminationofbettercrop
managementpracticesamongvegetablegrowers(SeeBox2inthenextsectionformore
details).Thecompanymaintainsalistofcontactfarmersandhasencouragedsomeof
themtobranchoutintothecultivationofexoticcrops.
HeritagesFresh@
Fresh@isachainofretailstoresspecialisinginfreshfruit,vegetablesandgroceriesset
upbyHeritageFoodsIndiaLimited,aleadingprivatedairyandagribusinesscompanyin
SouthIndia.Heritagehasestablisheda60tonnecapacitypackhouseinAdivimasjid,a
villageclosetoVontimamidi,aswellascollectioncentresinfivenearbyvillages.Thepack
househasfacilitiesforcleaning,sorting,gradingandripeningfruit.Ithandlesmorethan52
kindsofvegetables,includingcarrots,cauliflower,gourds,chillisandcapsicum.Heritage
workswith187farmersspreadoutin4clusters(eachclustercomprises1213villages).Out
ofthese,131aredesignatedascustomfarmersatermforthecompanyspreferred
producers,who
it
supports
through
inputs
and
technical
advice
from
an
experienced
agronomist.Productionoperationsarecoordinatedbyaproductionmanager(SeeBox2in
thenextsection)andfieldleveloperationsby15productionandprocurementassistants.
Heritagealsomaintainsafieldnurseryforfarmersandhasbeeninstrumentalinpromoting
cultivationofnewcropsinthearea,suchascarrots,cauliflowerandpotato.
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 18 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
19/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
RPGsSpencersRetail
SpencerssRetailisoneofIndiaslargestmultiformatretailers,specialisinginfoodand
groceryitems,electronics,homeandofficeessentials,garmentsandpersonalcare.The
companyis
one
of
the
oldest
players
in
agri
food
retailing.
It
set
up
aprocurement
facility
in
Muluguvillage,closetoVontimamidi,in2007,wherefreshvegetablesareboughtfrom
nearbyfarmersandeventhelocalmandi(market)whensuppliesfallshortofdemand.The
collectioncentremaintainsalistof150farmersonitsroster,butbuysproducefromaround
2530farmerseveryday.Itdoesntprovideanysortofadviceortechnicalsupportto
farmers.Produceboughtisthencleaned,packedandsenttodistributioncentresbefore
beingdispatchedtodifferentstoresacrossthecountry.
RelianceFreshsRangerFarms
RangerFarmsistheprocurementwingofRelianceFresh,thevegetableandfruitretailwing
ofRelianceRetail.ItscollectioncentrewasestablishedatVontimamidiin2006,witharound
3550farmerssupplyingproducetoiteveryday.Althoughatrainedagriculturalistlooks
afterprocurementoperationsatVontimamidi,thecollectioncentredoesntprovideany
specifictechnicalsupporttogrowers.RelianceFreshhasalsoestablishedthreeother
collectioncentresintheregion,specificallyforgreenleafyvegetables,colecropsand
tomatoes.
ABRLsMore
AdityaBirlaRetailLimited,whichoperates672foodandgrocerystoresacrossIndia,
acquiredtheHyderabadbasedTrinethrasupermarketchainin2007andrenameditMore.
MoresprocurementcentreatVontimamidi,setupin2007,hasaround350farmersonits
roster,outofwhich3540areregularsuppliers.Asofnow,Moredoesnotprovideany
technicalsupporttogrowers.
Localmandi,Vontimamidi
TheAndhraPradeshstategovernmentsetupalocalmandi(traditionalproducemarket)for
fruitandvegetablesatVontimamidiinJuly2008.Themandihasnoformalsystemofauction
in
place,
but
transactions
are
carried
out
by
75
commission
agents,
who
set
prices
based
on
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 19 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
20/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
theproduceavailableandtheirnegotiationsforitwithtraders.Allproduce,irrespectiveof
quality,isboughtatthemandi.Farmersbringtheirproducetothemandiintheeveningand
sellittocommissionagents,who,inturn,selltotradersfromotherlocales.
Themandilacksbasicinfrastructure(storage,parking,cleanwater,etc.)andthereisno
modernordigitalweighingsystem.Commissionagentschargeabrokeragefee(varying
from4to10%ofproduceprices),whilefarmershavetobearunloadingcharges(Rs2per
bag).Theexactpercentageofcommissionchargeddependsoncreditadvancedtofarmers
(forbuyinginputssuchasseedandfertiliser)aswellasimplicitfactorssuchaspersonal
relationshipsandfarmersreputations.Asgeneralpracticecreditadvancedisnotdirectly
chargedany
interest,
but
agents
charge
farmers
ahigher
percentage
of
brokerage
fee
to
compensateforinterest.
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 20 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
21/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
5. KEY FEATURES OF ORGANISED RETAIL ARRANGEMENTS
Organisedretailerscurrentlybuyaround2233%oftheproducegrowninandaround
Vontimamidi,but
the
figure
is
likely
to
go
up
as
more
new
retail
stores
continue
to
open
in
urbancentres(andassumingthatfreshfruitandvegetableretailbeginstocontribute
significantrevenuestocorporateretailers).Keyfeaturesofprocuringarrangementsby
organisedretailersexaminedinthecourseofthisstudyaresummarisedbelow:
(i)Betterpricesforfarmers
AllfiveorganisedretailerswhosourcetheirproducefromVontimamidibasetheirdaily
rateson
local
average
daily
prices
at
the
major
local
produce
market
at
Bowenpally,
making
suretofixrateshigherthanmarketrates.Farmersalsogainthroughthesearrangements
becausetheysaveonbrokeragechargesandpackingcostsatthelocalmandi.Therearealso
instanceswherefarmershaventbenefitedasaresultofpricefluctuationsatthemandi.Of
the100farmerssurveyedforthisstudy69hadsoldtobothanorganisedretailerandthe
localmandionthesameday.TheirexperiencesofthetransactionsarepresentedinTable3
below,whichillustratesthepercentagenetgaininthefarmersearningsthroughorganised
retail.
Table3.NetGain(Organisedretailervs.localmandi)*
%gain** No.of producers %ofproducers
25to0 3 4.34
0to25 9 13.04
25to50 26 37.68
50to75 17 24.63
75to100 5 7.24
>100 9 13.04
Total 69 100.00
*Netgain=retailerpricenetpriceatthemandiafterdeductingothercharges
**%gain=(netgain/netpriceatthemandi)X100
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 21 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
22/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
Thus,whilemorethan95%ofthefarmerssurveyedgainedthroughtransactionswith
organisedretailers,thegainsexperiencedbyatleast62%ofthemwasmuchmorethanthe
prices(between25%and75%more)offeredtothematthemandi.
(ii)Greaterchoiceforfarmersofoutletsforsale
Till2006,vegetableproducersintheregiononlyhadoneavenueformarketingtheir
producethroughagentsattheproducemarketatBowenpallyinHyderabad.However,
themushroomingofretailstoresinthecityandcollectioncentresintheregionhasafforded
Vontimamidifarmersagreaterchoiceinhowtheyselltheirproduce.Thesettingupofa
localmandiatVontimamidihasalsoworkedinthefarmersfavour,asanyproducenot
boughtby
the
retailers
is
sold
at
the
market.
Almosteveryfarmersurveyeddidnttrustthemethodofweighingproducethatwasusedin
themandiwhereagentsstillusedthetraditionalhangingbalanceandpreferredthe
electronicscalesusedbyretailers.However,themandistillheldsomeappealforfarmers,as
allproducewasboughtregardlessofquality,whiletheretailersonlyboughtquality
produce.Table4belowsummarisesthefactorsaffectingfarmersdecisionsonwhotosell
toonagivenday.
Table4.DecisionsonSaleofProduce
Methods usedfordecidingthepointofsale %
Farmerscalltheretailers(checkdemandandprices) 64
Retailers call farmers on the phone and inform them of their daily
requirementandprices
32
Taketheproducetothefirstretailer,thentothenextandthentothe
mandi
4
n=100
Whensurveyed,farmerssaidthemainattractionoforganisedretailwasthehigherprices
offeredforproduce,closelyfollowedbytheirtrustoftheelectronicscaleoverthe
traditionalhangingbalance.Savingsfromcommissionchargestoagentsatthelocalmandi
wasanotherreasontochooseorganisedretailinstead.
(iii)Insufficient
institutional
development
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 22 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
23/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
Organisedretailershaveintroducedanewinstitutioninmarketingfreshfruitand
vegetablesbycreatingasystemofpreferentialpaymentforqualityalthoughgiventhe
(small)scaleofthesearrangements,theyareyettohaveanyimpactonthelocalmandi,
wherefarmers
continue
to
sell
the
bulk
of
their
produce.
However,thegovernancemechanismofthenewsupplychaincreatedisstillnotfully
developed.Theinstitutions(rules)relatedtocontracts,payments,gradesandstandardsare
yettoevolve.Theretailersexistingmarketingsystemdoesntfitintoeitherthemodelof
standardcontractfarmingorthatofcorporatefarming.Thereisnopredetermined
procurementpriceandnorareinputsortechnicalsupportprovidedaspartofthis
arrangement.It
is
more
like
contact
farming
an
informal
procurement
arrangement
whereretailersenterintoinformalarrangementswithproducerswhocanprovidequality
produce.Thereisnomechanismforsharingproductionandmarketingrisks.Procurement
volumesandpriceschangedaily,basedoninformationonfrontenddemand
communicatedbytheheadofficeaswellaspricesatthelocalmarket.Also,eachpartyis
freetoexplorebetteravenuesofprocurementandsale.
Ifthesearrangementsaretoexpandandsucceedthereisaneedtodevelopacodeof
commercialconductforcommercialrelationsbetweenretailersandproducers.Herethe
governmentcanplayaveryimportantroleindevelopingthiscodeofconduct,sothat
chancesofpotentialconflictsbetweenretailersandproducersarereducedand,thus,losses
tobothpartiesmitigated.
Thereisenoughreasontobelievethatretailersare,sofar,notbiasedagainstsmallfarmers
(Table5).However,globalexperienceindicatesthatsmallholdersarelikelytobeexcluded
fromthesenewsupplychainswhenorganisedretailersstartemployingstringentquality
parametersinprocurement(FAO,2005).
Table
5.
Holding
Size
of
Farmers
(Acres)
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 23 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
24/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
Holdingsize % Averagearea[acres]
Lessthan2.5 31 1.78
2.5 5.0 34 3.88
5.010.0 21 8.28
Morethan10 14 18.86
n=100
Fromtheabovetable,itisreasonabletoassumethatorganisedretailersarenotbiased
towardfarmsofanyparticularsize.Rather,theemphasisismoreonqualityandpreference
isgiventothosefarmerswhofulfilretailersrequirements.
(iv)Institutionalchangesinaccesstotechnology,researchandtechnicalexpertise
Introductionof
new
knowledge
on
improved
seeds
and
farming
practices,
deployment
of
trainedstafftoadvisefarmersandanewprocurementsystemthatvaluesqualityhaveall
resultedinincrementalimprovementstofarmersaccesstotechnology,researchand
technicalexpertise.Outofthefiveorganisedretailers,onlyITCandHeritagehave
establishedreliablemechanismsfortransferringnewtechnologiestofarmers(SeeBox2on
thefollowingpage).Bothhaveestablishedproductionanddemonstrationplotsin
Vontimamidiandhaverecruitedtrainedpersonnelwhoalsoprovidetechnicaladviceto
farmerstomanagethem.Theyhavealsodistributedsampleseedsofvegetables
(suppliedbyseedcompanies)tofarmers.Heritagehasabiggerprofessionalteamtoprovide
technicalsupporttoproducers,especiallyitscustomfarmers.RangerFarms(Reliance)is
managedbyanagriculturalprofessional,butthecompanydoesnotprovideanyformal
extensionsupporttoproducers.MoreandSpencersdonotofferanytechnicalsupportto
farmers.Only15%offarmershavereceivedanykindofadvicefromretailersonvegetable
production(Table6).
Table6.Servicesreceivedfromtheretailers
Typeofservice %of respondentswhohave received the
service
Samplepacketofvegetableseeds 12
Adviceonvegetableproduction 15
N=100
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 24 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
25/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
Box2:ExtensionSupportbyOrganisedRetailers(ITCandHeritage)
ITCChoupal
Fresh:
ITC
has
set
up
a2acre
crop
nursery
and
demonstration
farm
at
Vontimamidi.Newvarietiesofvegetablesaretestedhereandthesiteisalsousedasa
trainingcentre.Thecompanyhasanagriculturalextensionofficerpostedhere,assistedby2
local,trainedtechnicalassistants.TheofficervisitsITCscontactfarmersregularlyand
providestechnicalguidanceoverthephone.
Thistechnicalteamisresponsiblefor:
Identifyingvegetablegrowingvillageclusters
Studyingcropping
patterns,
seasonality,
quantity,
duration
and
availability
of
crops
Identifyingkeyfarmers
Developing collectioncentresandfinalisingqualityparameters
Introducing newvarieties,demonstratingnewtechnologiesandprovidingadviceon
problems
Recentlythecompanyselected24farmersfromtheregionandtrainedthemonvegetable
productiontechniquesthatwouldearnthemaGlobalGAP(GoodAgriculturalPractices)
certificate,ultimatelygrantedtothembyFoodCert(theorganisationentrustedwithGAP
certificationinIndia).GAPisastandardthatcoverstheentireactivityofagricultural
productionfrombeforeseedsareplanteduntilthecropisharvested.ITCsextension
teamhasalsopreparedachecklistbasedonGlobalGAP,titledChoupalFreshGAP.
HeritagesFresh@
Heritage
has
established
a
nursery
and
demonstration
farm
near
its
pack
house
at
Mulugu,
nearVontimamidi.Alargeteamofprofessionalsmanagesproduction,procurementand
extensionactivities.Besidesaseniormanager(trainedinagriculturalbusinessmanagement)
theteamcomprisesadeputymanager(procurement),2productionandprocurement
executivesand15fieldassistantswithdiplomasinagriculture.Technicalsupportisprovided
byanexperiencedagronomist.
Everymonth
outside
experts
conduct
training
classes
for
the
technical
staff
on
production
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 25 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
26/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
andplantprotectionaspects.Thetechnicalteam,inturn,trainscustomandregistered
farmersduringvillagemeetings.Farmersinterestedinregisteringwiththecompanyare
invitedtofillinanagreementformandarethenprovidedauniquecodeandidentitycard.
Customfarmers
who
are
willing
to
invest
in
poly
houses
are
encouraged
to
grow
exotic
vegetables,suchasyellowandredpeppers,broccoli,redcabbage,chinacabbage,etc.
.Thetwocompaniesthathaveplacedtechnicallyqualifiedteamsatthecollectioncentres
andthathavesetupdemonstrationplotsneedtobecommended,giventheweaknatureof
publichorticulturalextension.TheAndhraPradeshDepartmentofHorticultureonlyhastwo
employees(1
horticultural
officer
and
afield
consultant)
for
each
division11.
Sometimes
the
twomemberteamsareforcedtoattendtomorethanonedivision,giventhelargenumber
ofvacantposts.Thedepartmentasawholeismorefocusedondistributinginputsand
subsidies.Atthetimeofconductingthisstudyneithertheorganisedretailersnorthe
farmersinVontimamidihadanyengagementwiththehorticulturedepartment,despite
bothbeingeagertoimproveproductiontechniques.
(v)Newactors,newrolesandopportunitiesformorefrequentandmoreeffectiveinteraction
ThefivecorporateretailersinVontimamidihavesetupcollectioncentres,distribution
centresandpackinghousestostore,grade,cleanandpackproducebeforedistributingitto
urbanretailoutlets.Thishasresultedinastrengtheningofthesupplychaininfrastructure
forperishablecommodities,andhasreducedproducespoilagetoalargeextent.Retailers
haveincentivisedqualityproductionbyprovidingfarmersanalternatechannelfor
marketingproduce.Theyhavealsobroughtinanewsystemofpricingbasedonquality.
Somearealsotryingtodevelopfarmerscapacitytocultivatenewcropsandproduce
commoditiesofbetterquality.
Currentpatternsofinteractionare,however,restrictedtoretailersandselectfarmers.
Whatisclearistheneedforalocalretailpresenceandcontinuousintermediationto
developnewcapacities.Upgradingproductionofhorticulturalproducewithnewcrops,
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 26
11Eachdivisioncomprises67mandals.Eachmandalincludesaround3035villages.
KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
27/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
bettervarietiesandadoptionofbetterqualitystandardswouldneedadifferentkindof
extensionsysteminplace.Thestatehorticulturaldepartmentandresearchstationsworking
onvegetablesandfruitcouldlearnalotfromtheexperienceofsomeretailers,suchasITC
andHeritage,
who
are
currently
experimenting
with
new
models
of
support
for
their
preferredfarmers.Theimportanceofproblemsolvingadvice,regularfieldvisitsand
continuousintermediationforproducingbetterqualityproduceisincreasinglyclear.Alot
couldbegainedbyforgingeffectivepartnershipsbetweendifferentagenciesinvolvedin
research,extensionandmarketing.Withoutaneffectivemechanismfortechnology
developmentandpromotion,thepotentialofferedbytheentryoforganisedretailingwould
bedifficulttoachieve.
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 27 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
28/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
6. CHALLENGES AND OPPORTUNITIES FOR ORGANISED RETAIL
IN INDIA
Organisedretailingoffruitandvegetablesbythecorporatesectorisexpectedtoexpandin
Indiainthecomingyears.Whileretailersareexperimentingwithanewbusinessmodel,
producersaretestingoutnewapproachestomarketingfruitandvegetables.These
arrangementsarestillevolving.However,thesenewwaysofproducingandmarketingfresh
fruitandvegetablesarecurrentlycreatingcapacitiesforinnovationinhorticulture.While
governmentcoulddomoretosupportandstrengthenthesearrangements(through
research,extension,marketingandinfrastructuredevelopment),itseemstobedisengaged
from
this
entire
process
of
change.
Thecurrentdebateonorganisedretailoffreshfruitandvegetablesishighlyskewedin
termsofitsimpactontraditionalsmallretailers.Protectingtheinterestsofsmallretailersis
important,buttheinterestsofproducerswhooutnumberdifferentmarketintermediaries
byanycountshouldalsoreceiveequalconsideration.
Producersdo
benefit
when
alternate
marketing
channels
emerge
and
this
study
clearly
supportsthis.Benefitsarenotonlyintheformofhigherincomes,butalsointermsof
improvedcapacityforqualityproductionanddealingwithnewwaysofmarketing.However,
sofaronlyafewfarmersintheregionhavebenefited,withretailoperationsstillatasmall
scale.Farmersstillcontinuetodependontraditionalmarketsand,therefore,upgradingthe
infrastructureandtradingpracticesatthesemandisshouldreceivecontinuedattention.
Oncethescaleofbusinessexpands,retailerswillhavetodealwithagreaternumberof
producers.Withrisingurbanconsumerdemandintermsofquantity,quality,choiceand
convenience,organisedretailisboundtoexpand.Ifproducersaretobenefitfromthisnew
marketingrevolution,theirabilitytoproducequalityhorticulturalproduceneedstobe
upgraded.Thiswouldrequirebothpublicandprivatesectorsupport.Farmerscapacitiesto
marketqualityproducealsoneedtobeenhanced.
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 28 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
29/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
Publicsectorextensionsupportforhorticultureproducersiscurrentlyveryweak.
Strengtheningitwouldrequirelargernumbersoftrainedpersonnelandmoreresources.
However,thereisagreaterneedforadifferentkindofextensionsystemthatcould
specificallysupport
farmers
to
produce
quality
fruit
and
vegetables
and
help
them
access
therightkindsofinputandoutputmarkets.Alotcouldbelearntfromtheexperiencesof
ITCandHeritage,aswellasotherpublicinitiativesinthecountry,suchasSafal(Mother
DairyFruitandVegetableLtd.)andtheVegetableandFruitPromotionCouncil,Keralam.
Publicsectorextensionneedstobeproactiveandengagewithorganisedretailerstodesign
extensionprogrammesthatenhancethecapacityoffarmersandproducergroups.Although
thisstudy
hasnt
found
any
discrimination
against
smallholders,
global
experience
indicates
thattheyarelikelytobeexcludedfromthesenewsupplychains,whenorganisedretailers
startemployingstringentqualityparameterswhenbuyingproduce.Extensioncanand
shouldassistsmallfarmersinenhancingtheircapacitytodealwiththesenewquality
requirements.
Someorganisedretailershavestartedsupportingproducerswithseed,adviceandpersonal
visitstofarmerfields.Buttheyneedtodomoreiftheyarekeenonexpandingoperations.
Thiswouldinvolverecruitingmoretechnicallytrainedstaff,improvingfarmadvisory
servicesanddesigningspecificeducationalprogrammesonqualityproduction.
Arrangementsbetweenretailersandfarmersarecurrentlybasedontrust,withoutany
writtenorbindingcontract.However,oncethescaleofoperationsexpands,written
contractswouldbecomeimportant.Thepublicandprivatesectorsneedtoworktogetherto
developbetterandtransparentguidelinesoncontractarrangementstoreduceriskand
ensureprofitsharing.
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 29 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
30/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
7. LESSONS FOR PUTTING RESEARCH INTO USE AND
INTERNATIONAL DEVELOPMENT PRACTICE
Inthelate1990sandearly2000s, anumberofstudiesflaggedtotheinternational
developmentcommunity
that
private
sector
activity
in
agri
food
systems
had
the
potential
todrivetechnicalandinstituitionalinnovationscapableofimprovingthelivelihoodsofthe
smallscalefarmingsystem(Halletal.,1998,2002;Reardonetal.,2003;Byerleeand
Echeverra,2002).Atthattimeexampleswerescarceanditwasdifficulttoseehowthese
wouldplayoutatscale.Nevertheless,evenatthattimethekeybottleneckwasclearly
identified:namely,theneedfornewwaysofworkingandotherinstitutionalchangesthat
wouldallownewandpotentiallinksbetweenprivateagrienterprises,publicresearchand
alliedtechnical
services
to
work
productively
together
in
supporting
acontinuous
process
of
innovation.
Tenyearslater,thepredictionsaboutthepotentialofprivateenterpriseshavestartingtobe
seenontheground.AsthecaseofIndiashows,privateenterpriseisbecomingamajor
transformativeforceintheagrifoodsystem.Morespecifically,itisbeingviewedasalarge
scalemechanismforlinkingpoorfarmerstorapidlyexpandingurbanmarkets.Theseareno
longerisolatedcases,butanincreasinglycommonpractice.Fromadomesticand
internationaldevelopmentpolicyperspective,thisisatrendofsufficientimportancefor
policymakerstogiveattentionto.
Yetwhilethispatternofmarketdevelopmentisnowwidelyandbetterestablishedthanit
was10yearsago,thesameproblemsarebeingencountered.IfthecaseofIndiais
indicativeofamoregenerictrend,itsuggeststhatwhileanewarchitectureofsector
playersisnowinplace,relationshipsbetweenprivateenterprise,publicresearchandallied
technicalservicesarestillpoorlydeveloped.Moreover,becauseofthis,thepotentialfor
thesenewpatternsofmarketdevelopmenttoprovidefarmerswithaccesstoarangeof
technicalandotherresourcesandexpertiseandtocontributeeffectivelytotheupgrading
ofproductionsystemsisanopportunitymissed.Policycannotaffordtoignorethisasthe
foodsystemsofmostdevelopingcountriesurgentlyneedtoupgradeproductionpractices
toincrease
food
productivity
and
improve
the
sustainability
of
practices
in
order
to
cope
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 30 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
31/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
withclimatechangeaswellastomeetchangingconsumerdemandswhichincreasingly
embodythesesustainabilityandethicalconcerns.
Whatcan
be
done?
It
seems
that
the
hardware
is
in
place
in
the
sense
that
an
architectureoflinkagesexistsbutthesoftware(ororgware)tomakethishardwarework
ismissing.Thetaskatagenericlevelis,therefore,aboutfindingwaysofincreasingthe
comfortlevelbetweenagrienterprises,publicresearchandalliedtechnicalservices. Once
thesenewandcomfortablewaysofworkingareestablishedthatwouldenableproductive
collaborationtotakeplace.This,ofcourse,hasproveneasiersaidthandone(Hall,2006;
Spielmanetal.,2009).Thetruthisthatthereisprobablynoshortcuttoachievingthis
comfortlevel
of
relationships.
It
is
going
to
require
long
term
policy
support
for
arange
of
activitiesthathelpdeveloptheinterfacebetweenorganisedretailingandagricultural
researchandextensionservices.Thejustificationforthisasapublicexpenditureisthatofa
clearsocialreturntothesmallholderfarmingsector.
Therangeofpossiblewaysofachievingthisgreaterinterfacebetweeniswideanddiverse,
butatitscoreistheneedforpublicmoneytoexperimentwithandbuildexperiencesof
publicprivaterelationships:thiscouldbeintheformoftaxbreaksforinvestmentsinpublic
researchbytheprivatesector;itcouldbeintheformofbusinesschallengefundstosupport
collaborativeresearchanddevelopmentactivity;itcouldinvolvehandingoverhorticultural
researchfacilitiestoindustryassociations;itcouldinvolvesecondingpublicextensionstaff
toprivatecompaniesorevenprovidingpublicresourcestotheprivatesectortotrainand
provideextensionservices.Thepossibilitiesareendlesswhilebeingspecifictoparticular
socialandinstitutionalsettings.However,theoverridingmessageforpublicpolicyisthatits
taskistostrengthenthecapacityoftheemergingarchitecturesandsystemsthatare
assumingsignificanceinthedevelopmentlandscape.ThisisalessonforRIUinthesense
thatitsmodusoperandiinthefutureshouldbetobecomeopportunistic.Itshouldfocuson
identifyingopportunitiesassociatedwithemergingpatternsofentrepreneurial
developmentandexplorewaysofusingfinancialandtechnicalsupporttostimulatethe
patternsofinstitutionaldevelopmentneededtoenableinnovationandrelevancetosocial
and
economic
development
agendas.
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 31 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
32/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
REFERENCES
Alam,G.andD.Verma(2007).Connectingsmallscalefarmerswithdynamicmarkets:A
casestudy
of
asuccessful
supply
chain
in
Uttarakhand.
Centre
for
Sustainable
Development,Dehradun,India.
Birthal,P.S.,P.K.JoshiandA.Gulati(2005).Verticalcoordinationinhighvaluefood
commodities:Implicationsforsmallholders.MTIDdiscussionpaperno.85,IFPRI,
Washington.
Byerlee,D.and.Echeverra,R.G.(2002).AgriculturalResearchPolicyinanEraof
Privatization:IntroductionandOverview.InByerlee,D.andR.G.Echeverria(eds)
AgriculturalResearchPolicyinanEraofPrivatization:ExperiencesfromtheDeveloping
World.CABI,
pp.
300.
CadilhonJ.J.,P.Moustier,N.D.Poole,P.T.G.TamandA.P.Fearne(2006):Traditionalvs.
ModernFoodSystems?InsightsfromVegetableSupplyChainstoHoChiMinhCity
(Vietnam),DevelopmentPolicyReview,24(1),3149.
Chakravarty,C.,andB.Kurian.(2007).BhartieyesBigAppleasstarterforretailfeast.
EconomicTimes.December24,2007.
CPA(2007)FDIinRetailIII,ImplicationsofWalMartsBackdoorEntry,CentreforPolicy
Alternatives,New
Delhi.
DeloitteStores(2007).GlobalPowersofRetailing.DeloitteToucheTohmatsuandStores
Magazine.
Dhananjaya,B.N.andA.U.Rao(2009).NamdhariFreshLimitedinM.Harpers(Ed.)
InclusiveValuechainsinIndiaLinkingtheSmallestProducersotModernMarkets,
WorldScientific,Singapore,Casestudy1,Chapter3,2641.
FAO(2005).ChangesinfoodretailinginAsia:Implicationofsupermarketprocurement
practicesfor
farmers
and
traditional
marketing
systems,
Agricultural
Management,
MarketingandFinanceOccasionalPaper8,FoodandAgriculturalOrganisation:Rome,
Farina,E.M.M.Q.,Gutman,G.E.,Lavarello,P.J.,Nunes,R.,Reardon,T.(2005).Privateand
publicmilkstandardsinArgentinaandBrazil.FoodPolicy,30:302315.
Gaiha,R.andGaneshThapa(2007).Supermarkets,smallholdersandlivelihoodsprospects
inselectAsiancountries,ASARCWorkingPaper,AustraliaSouthAsiaResearch
Centre,Australian NationalUniversity,Canberra.
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 32 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
33/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
GoI(2006).ReportofthePlanningCommissionWorkingGrouponAgriculturalMarketing
InfrastructureandPolicyRequiredforInternalandExternalTradefortheXIFiveYear
Plan(200712)GovernmentofIndia.
Gulati,A.andT.Reardon(2007).AsianFoodMarketTransformation:PolicyChallengesto
promoteCompetitiveness
with
Inclusiveness.
Prepared
for
Policy
Forum
Agricultural
andRuralDevelopmentforReducingPovertyandHungerinAsia:InPursuitof
InclusiveandSustainableGrowthSessionDonGrowthandStructuralChangesin
AsianAgricultureOrganizedbyInternationalFoodPolicyResearchInstitute(IFPRI)
andAsianDevelopmentBank(ADB),ADBHeadquarters,Manila,Philippines.August9
10,2007.
Hall,A.(2006).PublicPrivateSectorPartnershipsinaSystemofAgriculturalInnovation:
ConceptsandChallenges,InternationalJournalofTechnologyManagementand
SustainableDevelopment,Vol5.,No.1.
Hall,A.J.,RasheedSulaimanV.,N.G.ClarkM.V.K.SivamohanandB.Yoganand(2002).
PublicPrivateSectorInteractionintheIndianAgriculturalResearchSystem:An
innovationSystemsPerspectiveonInstitutionalReform.InByerlee,D.andR.G.
Echeverria(eds)AgriculturalResearchPolicyinanEraofPrivatization:Experiences
fromtheDevelopingWorld,CABI.
HallA.J.,
M.V.K.Sivamohan,N.Clark,S.TaylorandG.Bockett(1998).Institutional
DevelopmentsinIndianAgriculturalR&DSystems:TheEmergingPatternsofPublic
andPrivateSectorActivity.Science,TechnologyandDevelopment,Vol.16,No.3,pp.
5176.
ICRIER(2008).ImpactofOrganisedRetailingontheUnorganisedSector,WorkingPaper
22,AuthoredbyJoseph,M.,Soundararajan,N.,Gupta,M.and Sahu,S.IndianCouncil
forResearchonInternationalEconomicRelations,NewDelhi
Images(2008).IndianRetailDirectory2008,ImagesMultimediaPrivateLimitedNew
Delhi.
IndiaFDIWatch(2007).ResistCorporateHijackofRetailTrade,NationalMovementfor
RetailDemocracy,
New
Delhi.
KaplinskyR.,J.Chataway,N.Clark,R.Hanlin,D.Kale,L.Muraguri,T.Papaioannou,P.
RobbinsandW.Wamae(2010).BelowTheRadar:WhatDoesInnovationinEmerging
EconomiesHaveToOfferOtherLowIncomeEconomies?InternationalJournalof
TechnologyManagementandSustainableDevelopment,Vol.8(3).
Mangala,K.P.,andChengappa,P.G.(2008).ANovelAgribusinessModelforBackward
LinkageswithFarmers:AcaseofFoodRetailChain.AgriculturalEconomicsResearch
Review,21(Conferencenumber),363370.
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 33 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
34/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
Natawidjaja,R.,T.Reardon.,andS.Shetty,withT.I.Noor,T.Perdana,E.Rasmikayati,S.
Bachri,andR.Hernandez(2007).HorticulturalProducersandSupermarket
DevelopmentinIndonesia.UNPAD/MSUReportpublishedbytheWorld
Bank/Indonesia,June.
Navdanya(2007).
Corporate
Hijack
of
Retail,
Retail
Dictatorship
Vs
Retail
Democracy,
NavdanyaResearchFoundationforScience,TechnologyandEcology,NewDelhi.
Reardon,TandAshokGulati(2008).Theriseofsupermarketsandtheirdevelopment
implicationsInternationalexperiencerelevantforIndia,IFPRIDiscussionPaper
00752,InternationalFoodPolicyResearchInstitute,Washington,D.C.
Reardon,T.andJ.A.Berdegu.(2007).TheRetailLedTransformationofAgrifoodSystems
anditsImplicationsforDevelopmentPolicies.ABackgroundPaperPreparedforthe
WorldBanksWorldDevelopmentReport2008:AgricultureforDevelopment.Rimisp
andMSU:
January.
Reardon,T.andC.P.Timmer(2007).TransformationofMarketsforAgriculturalOutputin
DevelopingCountriesSince1950:HowHasThinkingChanged?chapter55inR.E.
Evenson,andP.Pingali.(Eds.)HandbookofAgriculturalEconomics,3:Agricultural
Development:Farmers,FarmProductionandFarmMarkets.Amsterdam:Elsevier
Press:28082855.
Reardon,T.andR.Hopkins(2006).TheSupermarketRevolutioninDevelopingCountries:
PoliciestoAddressEmergingTensionsamongSupermarkets,SuppliersandTraditional
Retailers.The
European
Journal
of
Development
Research,
vol.
18,
No.
4,
December
2006,pp.522545.
Reardon,T.,Timmer,P.,Christopher,B.B.,Berdegue,J.,(2003).Theriseofsupermarketsin
Africa,AsiaandLatinAmerica.AmericanJournalofAgriculturalEconomics,American
AgriculturalEconomicsAssociation,Vol.85,No.5:11401146.
Singh,S.(2007),"AgribusinessinSouthAsia:AFactSheet",CentreforManagementin
Agriculture,IndianInstituteofManagement,Ahmedabad,Editedandcoordinatedby
KumarGautam,Researcher,MakeTradeFairCampaign.
Singh,SukhpalandSingla,Naresh(2010).FreshFoodRetailChainsinIndia:Impactson
SmallPrimaryVegetableProducersandTraditionalF&VRetailers,StudyReport,
IndianInstituteofManagement,Ahmedabad.
Spielman,DJ.Hartwich,F.,andvonGrebmer,K.(2009).Publicprivatepartnershipsand
developingcountryagriculture. InFarmerFirstRevisited:Innovationforagricultural
researchanddevelopment,ed.IanScoones,andJohnThompson.Pp.116124.
Warwickshire,UK:PracticalActionPublishing.
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 34 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
35/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
ThomsonS.J.andT.J.Cowan.(2000).GlobalizingAgroFoodsystemsinAsia:Introduction.
WorldDevelopment.Vol.28,No.3:4017.
Timmer,C.P.(2005).Agricultureandpropoorgrowth:anAsianperspective.CGDWorking
PaperNo.63.Washington,DC,CenterforGlobalDevelopment.
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 35 KUMUDADORAIANDANDYHALL
-
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
36/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
THERIUDISCUSSIONPAPERSERIES
(Availablefordownloadatwww.researchintouse.com)
201001 ResearchIntoUse:InvestigatingtheRelationshipBetweenAgricultural
Researchand
Innovation
ByAndyHall,JeroenDijkmanandRasheedSulaimanV.
201002 Bottomup,Bottomline:DevelopmentRelevantEnterprisesinEastAfricaand
theirSignificanceforAgriculturalInnovation
ByAndyHall,NormanClarkandAndyFrost
201003 InnovationSystems,EconomicSystems,ComplexityandDevelopmentPolicy
ByNormanClark
201004
Putting
Research
Into
Use:
A
Market
Failure
Approach
ByNormanClarkandIanMaudlin
201005 ItMayTakeALittleWhile..:InsightsonAgriculturalResearchforInnovation
andDevelopmentinNigeria
ByUtiangP.Ugbe
201006 GenderandAgriculturalInnovation:RevisitingtheDebateThroughan
InnovationSystemsPerspective
ByAnnKingiri
201007 NewOrganisationalandInstitutionalVehiclesforManagingInnovationin
SouthAsia:OpportunitiesforUsingResearchforTechnicalChangeandSocial
Gain
ByT.S.VamsidharReddy,AndyHallandRasheedSulaimanV.
201008 TheInnovationTrajectoryofSleepingSicknessControlinUganda:Research
KnowledgeinitsContext
ByJohnMorton
201009
Africa
Matters:
Emerging
Lessons
from
the
RIU
Country
Programmes
ByJeroenDijkman
201010 WhatDoesInnovationSmellLike?AConceptualFrameworkforAnalysingand
EvaluatingDFIDRIUExperimentsinBrokeringAgriculturalInnovationand
Development
ByUtiangP.Ugbe
201011 StudyingRuralInnovationManagement:AFrameworkandEarlyFindings
fromRIUinSouthAsia
By
Rasheed
Sulaiman
V.,
Andy
Hall,
Vamsidhar
Reddy
T.S.
and
Kumuda
Dorai
ResearchIntoUse RASHEEDSULAIMANV.,N.J.KALAIVANI,JATINDERHANDOO,T.S.VAMSIDHARREDDY, 36 KUMUDADORAIANDANDYHALL
http://www.researchintouse.com/http://www.researchintouse.com/ -
7/28/2019 Organised retailing of fresh fruits and vegetables: Opportunities for putting research into use?
37/37
DISCUSSIONPAPER12:ORGANISEDRETAILINGOFFRESHFRUITANDVEGETABLES:OPPORTUNITIESFOR
PUTTINGRESEARCHINTOUSE?
201112 OrganisedRetailingofFreshFruitandVegetables:OpportunitiesforPutting
ResearchIntoUse?
ByRasheedSulaimanV.,N.J.Kalaivani,JatinderHandoo,VamsidharReddy
T.S.,KumudaDoraiandAndyHall