Ganapathy, M. S.AJAYA, T. C.2017-06-222017-06-222009-07-17Th-9413http://krishikosh.egranth.ac.in/handle/1/5810022718India is one of largest producer of fruit and vegetable in the world accounts to 12 per cent of fruits and 13 per cent of vegetables. Supply chain spans all movement and storage of raw materials, work-in-process inventory and finished goods from point-of-origin to point-of-consumption. The agriculture related supply chain segment suffers maximum inefficiency in India. Study was conducted in Safal, the Safal Daily Fresh, part of the National Dairy Development Board, a unit of Mother Dairy, which has opened its maiden retail outlet in July 2007 in Jeevanbheema nagar. Whenever there is huge quantity of material than required indent comes to Safal market then it is very difficult to arrange labours for handling. At present halls like fruit sorting, vegetable sorting, fruit ripening halls and cold storage units are not efficiently utilizing. There is no suitable logistic model for transportation of fruits and vegetables to the Safal daily fresh. Procurement and sales of fruits and vegetables are not reaching expected targets given by the NDDB. Due to good quality grading and standardization post harvest losses is very negligible, both in market and Safal daily fresh retail outlets. Since they are dealing directly with the farmers they are providing fruits and vegetables at a competitive price and making good profits through more sales. Safal needs to provide extension services regarding crop planning, selection of variety, market information farmers. This will lead to farmers producing fruits and vegetables as per the market requirement. It needs to increase number of Safal Growers Associations in fruit and vegetable growing district to achieve expected target level and to fulfil existing infrastructure facilities like ripening chambers, fruit, vegetable halls and cold storage units. It needs to tie up with star hotels, hostels and double the number of wholesale outlets within a span of two years in the Bangalore city to promote fruits and vegetables sales. It needs to increase number of Safal daily fresh retail outlets from 23 to 100 within span of three years to increase sales and give competitive edge for other retail chains.ennullThesis