Market plays an important role in effectiveness of any enterprise importantly for agricultural produce like vegetables is more challenging than others because of perish ability, seasonality and bulkiness. Vegetable marketing in Jharkhand is predominantly unorganized and retailer oriented. The very nature of small size of land holdings by the farmers, aberrant weather condition, and typical habits of consumption (buying fresh vegetables) of the consumers and poor Supply chain infrastructure makes marketing for vegetables more critical to its entrepreneurship. This study attempts to identify various issues and constraints involved in managing supply chain in vegetables and identifying and analyze different strategies that can be applied to optimize supply chain management of vegetables. This research was exploratory and primarily involved in depth interviews with players in the organized retailing as well as unorganized retailing. It was found that constraints with which vegetable supply chain facing are influence of intermediaries, high level of wastage in transportation and logistics, quality degradation during transport as well as during storage, lack of infrastructural facilities and poor market intelligence. In organized retail management lack of formal agreement between buyers and farmers are main hindrance to access high price and consistency of supply and quality to be maintained were major constraints. It has to be concluded that Government and private sectors have to join hands in private –public partnership mode to improve the physical infrastructure, information dissemination and the service required for quality and consistent improvement of the supply chain.

Keyword: Supply chain of vegetables; Constraints analysis; Exploratory interview; Intermediaries; Wastage level;