Securing steady supplies of fruit, vegetables and other groceries is seen as crucial to dominating Indian e-commerce
Amazon is taking the first steps to cracking India’s outmoded agricultural sector, hoping to secure the farm produce that yields two-thirds of the country’s $1-trillion in annual retail spending.
Amazon is the latest corporate giant hoping to tap the world’s largest annual harvest of fruit and vegetables after China’s, joining Reliance Industries, Walmart’s Flipkart and the Tata Group, which recently acquired online grocer Bigbasket. They aim to boost their businesses by helping modernise an industry dominated by small farmers who struggle to buy basic equipment from temperature-controlled warehouses and refrigerated trucks, which generates enormous waste.
“Unless Amazon, Walmart, Reliance and others crack the farm supply chain, they cannot unlock big growth in e-commerce,” said Arvind Singhal, chair of retail consultancy Technopak Advisors. “Gaining goodwill at the grass roots level by building a strong relationship with farmers will help them get predictable, quality produce all year at stable prices.”
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