The phenomenon of organized retailing, inspite of its tremendous growth in the last 2-3 years in India has just seen the tip of the iceberg. Under this backdrop, the agri sector has a tremendous potential to take advantage of this development. There is a need to evolve a frame-work of retailing that configures an efficient supply chain to benefit the retailers, farmers and the customers alike. While it can be intuitively derived that for this to happen, the retailer needs to be closer to the farmer, the underlying high costs for it deter this for small retailers.This project has given...