The Indian market for short shelf-life perishables has undergone massive changes over the years. This article throws light on the market potential of the perishable items with due regard to the product development and innovation, pricing, branding, distribution channels, advertising and promotion and also the quality aspect of the product. The article concludes by probing the future of the perishables in the market at par with consumer behavior.

The Indian market for short shelf-life perishables has undergone a massive change over the years. At the time of independence, marketing of short shelf-life perishables such as milk and dairy products, fruits and vegetables and fish did not have any organized interventions. Production was limited, consumer awareness was low, there were hardly any significant brands and there were no apex bodies to provide policy direction. With increasing disposable incomes of consumers, more so in urban areas, there have been changes in the market characterized by the entry of new companies, new brands and new products. Organized marketing efforts have significantly contributed to these developments.

With liberalization and possible entry of international brands and retail chains, the marketing of short shelf-life perishables is poised for further changes. Liberalization process has also enabled the entry of private sector in areas hitherto reserved for the cooperatives. There is likely to be increasing competition in the market with many firms sharing market space. The interface of supply chain with the marketing intervention is also a challenge. While the dairy sector is likely to face significant market challenges, other perishables have to cope with supply chain problems. In addition, new institutional forms of marketing have to be explored so as to benefit the consumers and the producers.

From a production of 55.7 million tons in 1991-92, the milk production has gone up to an estimated 100 million tons in 2006-07. The per capita availability has gone up from 178 gms a day to 245 gms a day in the corresponding period.1 There has been considerable penetration in the organized marketing of milk by the dairy cooperative system pioneered by NDDB. The organized dairy cooperative system reaches to, in addition to all the metros, major urban areas in the country. The daily milk supply to every 1000 urban consumers has gone up more than three times. While the Amul brand of GCMMF is very well-known, there are strong regional brands such as Nandini of KMF (Karnataka), Vijaya in Andhra Pradesh and Saras in Rajasthan.

Marketing Mastermind Magazine, Marketing of Short Shelf-life, International Brands, Supply Chain Management, Cooperative Marketing Society, Mother Dairy, Integrated Fisheries Project, IFP, Dairy Sector, Plantation Management, Quality Management, Cooperative Sectors.