Challenges and innovation in supply chain of fresh fruits and vegetables in India: Review of tech-driven supply chain platforms

India is the second-largest producer of fruits as well as vegetables, accounting for 11.3% and 11.8% of global production each, respectively. India’s post-harvest losses of fruits and vegetables range from 4.58- to 15.88% of the country’s horticulture production. The supply chain of fresh fruits and vegetables to the end user is a complex network that affects pricing and food security. A sustainable supply chain stimulates the overall development process of the economy, promotes production, eliminates unnecessary fluctuation of price, and reduces the loss of the produce in the course of the supply chain. The present work is exploratory and uses secondary sources. The paper attempts to explore the problems faced in the supply chain of fresh fruits and vegetables through a review of the basic and contemporary literature available. The study found that the supply chain of fresh fruits and vegetables is characterized by the number of intermediaries, improper standardization of produce, poor infrastructure for storage and transportation, lack of proper cold chain, the problem of demand and supply mismatch, and lack and market information. This creates the issue of post-harvest losses and wastage, high marketing costs, fluctuating prices, and an unfair share of income to farmers. This paper also examines the application of information technology in the supply chain of three successful tech-driven supply chain businesses, Ninjacart, Crofarm, and Agrofarms, each focusing on a diferent marketing channel for fresh fruits and vegetables. The modern horticulture sector is highly information-driven which enhances the production, distribution, and market. Models reviewed in this paper show how technology integrated with each step supply chain of fruits and vegetables enhances the efficiency, traceability, and total quality management of the produce. Tech-driven supply chain platforms are using big data analytics, remote sensing, and real-time tracking for an efficient supply chain of fresh fruits and vegetables.