This case scenario gives in detail the efforts of Reliance Retail in creating a dedicated supply chain for bananas that are sourcing directly from farmers and selling them through Reliance's retail outlets in urban India. Reliance intercedes at multiple points in the supply chain, bypassing several layers of middlemen, introducing hygienic techniques of ripening and educating the farmers about better means of growing, planting and picking bananas.
This results in better quality of fruits for the consumers, lesser wastage in the supply chain and greater income for farmers. There are various challenges in scaling the model and leveraging the supply chain to source other fruits and vegetables while Reliance's efforts with bananas appear to be a success. The case highlights how a viable business model that makes a favorable impact on the lives of poor farmers and dealers can be established by a big commercial organization such as Reliance by describing the challenges and assorted tradeoffs that Reliance needed to make.
Reliance Retail Creating Social Value through Banana Supply Chain Case Study Solution
PUBLICATION DATE: June 01, 2013 PRODUCT #: IMB421-HCB-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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