Retailing and branding of vegetables and fruits: an exploratory study

Indian economy has been witnessing significant changes in last few years in the retail sector. We have seen major technological advances transformed business practices. Emergence of new formats and changing customer preferences provided an opportunity for people to serve and get served better. Even the next few years will indeed bring even more changes than the last decade. This paper is an attempt of authors to understand and study the present Indian retail industry's transition driven by organised retail sector with respect to fruits and vegetables in a detailed manner. This is basically an exploratory study to understand the retailing of vegetables and fruits in Indian context.