To develop an innovative technique to apply retail marketing and export of grape improvement techniques to a complete supply chain from farm to consumer. Design/ methodology/approach – Action research based on a Andhra Pradesh case study involving Post harvest loss in grapes for export market. Findings – Export market highlights significant opportunities to improve fruits supply chain performance, export perspective, profitability and relationships. Originality value – Drawing on both primary and secondary data, the paper examines how increasing demand and marketing costs, wastage impact on grape grower returns. Development of supply chain improvement methodology.
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