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Chandrasekaran Nagarajan (Jansons School of Business); M Ramasubramaniam (Loyola Institute of Business Administration (LIBA))
Published in:
10 pages
Data source:
Field research


Sweet corn is a niche product and its supply chain is complicated by the need to collaborate with farmers and then involve in farming. Further product has complexity in terms of its challenges in maintaining quality due to natural limitations of ability to gather heat and deteriorate in a short period. On forward linkages, there are requirement to strengthen the market segments. Each of the segments is unique. Rajesh Kumar, promoter of the company is ambitious to grow into a large pan India market with brand recall. Obviously, establishing supply network requires addressing issues of centralisation and decentralisation of location of farms and processing units. Further it also requires evaluating outbound transportation and localisation of farming and processing with strategic orientation of achieving growth aspiration by the promoter.


Agribusiness; Supply chain; Strategy; Supplier development; Agro processing; Corporate growth; Food processing
Less than 5 million US dollars
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