date:May 18, 2012
choice of products and are able to buy them at competitive prices. Moreover, the branding of product has enhanced the product quality and safety; but there is no clear evidence to show that it has helped the farmer- producers, as hardly a few supermarkets are at present practicing backward integration. Their share in the total market especially for perishables like fruits and vegetables is too small to create any impact. They are in the process of evaluating various business models, which if im