Navigating high-value marketing channels for fruit and vegetable farmers in India

Purpose The emerging marketing channels have radically changed the dynamics of fruits and vegetables (F&V) marketing in India. Coexistence of traditional and modern marketing channels pose farmers a decision challenge. This study aims to understand this complex decision-making utilizing survey research method. Design/methodology/approach The data for the study were collected from 258 farmers in Haryana. Partial least squares-structual equation modelling (PLS-SEM) has been used for data analysis and leveraging important performance map analysis (IPMA) the practical implications have been ascertained. Findings It is highlighted that market participation decision for farmers is an economic imperative. The major emphasis is on marketing cost, price and trust. Farmers choose the most efficient channel as it offers maximum utility. Practical implications This research work lays important suggestions and implications for the managers of supermarkets and the policymakers. Supermarket procurement managers should focus on implementing efficient marketing practices to reduce marketing cost for the farmers. Originality/value Our study is one of the first attempts to understand the dynamics of fruit and vegetables marketing in light of the emergence of modern marketing channels as a new medium to market the produce.