Challenges and Innovations in Fruits and Vegetable Operations in Indian Organized Retail Industry
Shilpa Sarvani Ravi1, M. V. Ram Prasad2

1Ms. Shilpa Sarvani Ravi, Research Scholar, GITAM Deemed to be University, Visakhapatnam, Andhra Pradesh, India.
2Prof. M. V. Ram Prasad, Professor, GITAM deemed to be University, Visakhapatnam, Andhra Pradesh, India.
Manuscript received on March 16, 2020. | Revised Manuscript received on March 24, 2020. | Manuscript published on March 30, 2020. | PP: 2597-2603 | Volume-8 Issue-6, March 2020. | Retrieval Number: F8579038620/2020©BEIESP | DOI: 10.35940/ijrte.F8579.038620

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Abstract: The retail sector in India is emerging as one of the largest sectors in the economy. The organized retail market in India is growing at a CAGR of 20-25 per cent per year. India was ranked second in the Global Retail Development Index 2019 after China, backed by rising middle class and rapidly growing consumer spending. As the country’s population is witnessing a steep hike, the demand for various Fruits and Vegetables (F&V) products is also increasing at the same pace providing sustainable income and employment in this segment. Unfortunately this segment in the organized retail industry is facing challenges hindering the growth due to high wastage issues and demand uncertainty. This is a novel study focused on clearing the roadblocks in F&V segment for retail entities. This is a qualitative study which included data collection through structured interviews with the Operation Managers of retail stores and Warehouse Managers of Organized Retailers in Bengaluru city. Critical challenges like Low shelf life, Uncertainty in Quality, Price Fluctuations, Seasonality, Fill-Rate issues and respective innovative strategies to overcome such challenges were rightly identified. The study developed a conceptual framework aligning the critical challenges and innovations in F&V handling to attain the sustainable growth. This research also identified the emerging trends in F&V retailing. This information can be considered as treasure to the retailers and entrepreneurs to defeat the F&V challenges and enjoy the perks of sustainability in the market.
Keywords: Retail Industry, Fruits and Vegetables (F&V), Retail Challenges, Strategic Innovations, Sustainable Growth.
Scope of the Article: Sustainable Structures.