Transforming Sourcing Practices: Technology’s Role in Private Fruit and Vegetable Retailing in Bengaluru City

Renukadevi Doraisamy, Mamatha Girish and M.R. Girish

Indian Journal of Agricultural Marketing, 2025, vol. 39, issue 1

Abstract: The marketing of fruits and vegetables in India is a low margin business with challenges like perishability, seasonal availability and bulkiness, that makes its supply chain complex. This study focuses on the sourcing practices of private fruit and vegetable retailers in Bengaluru city, part of India’s unorganised retail sector analysed using descriptive statistics and weighted average source distance (WASD). A significant regional variation was observed in sourcing patterns which was influenced by proximity and infrastructure. Online platforms such as BigBasket, Ninjacart, and Udaan, though utilized by only 8.33 per cent of the retailers, offer advantages like reduced food mileage, cost savings, and convenience. These platforms are particularly prevalent in tech-savvy regions like East and South Bengaluru, where they complement the traditional methods. The findings emphasize the transformative potential of technology in optimizing logistics, and enhancing freshness, and also crucial for improving profitability and sustainability in unorganised retail sector.

Keywords: Research; and; Development/Tech; Change/Emerging; Technologies (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ags:injagm:400029

DOI: 10.22004/ag.econ.400029

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