Linking farmers with retail marketing in the context of changing landscape

The pattern of agri-system in India is changing drastically with the advent of organized retail chains. Supplemented with advanced logistics management these chains led by organized retail magnets are proposing better deals to farmers as well as quality product at lower price to consumers. On the other hand, due to predominance of unorganized and small farmers with weak bargaining power, the attractive offer are been seen as unrealistic and false allurements. The present paper endeavor to suggest a framework for integrating farmers with the organized retail marketing in an efficient manner.