Indian Council for Research on International Economic Relations (ICRIER), New Delhi 110 003. *E-mail: surabhi@icrier.res.in, mittal_surabhi75@yahoo.com
A part of the paper has been drawn from the study conducted by the author titled “Can horticulture be a success story for India?”, which was funded by ICICI Bank and was brought out as ICRIER Working Paper No. 197.
Indian horticulture sector is constrained by low productivity, high cost of production, huge post-harvest losses, inefficient supply chain and poor market intelligence. The present paper has brought forward two case studies of SAFAL Market and Namdhari Fresh which have been successful in over-coming the constraints that horticulture sector is facing in India for fresh fruits and vegetables. Some new marketing initiatives along with the existing supply chain inefficiencies have been highlighted to help formulate strategy and policy to achieve the much-desired second green revolution through horticulture growth.
