OPTIMIZING FRESH PRODUCE RETAIL SUPPLY CHAIN THROUGH EFFICIENT OUTBOUND LOGISTICS SYSTEM: A CASE STUDY

Abstract

The research undertaken focuses on outbound logistics of a fresh produce retail supply chain with emphasis on aspects related to transportation planning, the distribution supply chain process flow through a case study of Mother Dairy, SAFAL. There is growing demand for retail chains involved in marketing and distribution of fresh fruits and vegetables, with this view corporate giants like Reliance, ITC, Aditya Birla and other regional groups are investing in their supply chain infrastructure. Outbound logistics in these chains are of even greater importance because of constraints like low shelf life and perishable nature of products. One of the already established player in this market is Mother Dairy, SAFAL established in late 1980s providing services in Delhi & NCR region. SAFAL has well established processes dedicated to downstream supply chain and all those processes have been chalked out in this research, which may serve as a guide for new businesses wanting to establish themselves in metropolitan cities. Topics covered in this research include process flow, route planning, network design, transport management, risk sharing, and logistics information flow.