Fruits and vegetables are an integral part of what constitutes a healthy diet, which in turn helps in preventing malnutrition as well as a range of NCDs. People’s food choices are shaped by their food environments and the food sources/products available in their lives. In low-medium income countries (LMICs) such as India, per capita consumption of fruits and vegetables is less than the WHO recommended intake of 400g a day. Food prices are important determinants of food choices, which in turn are driven by the structure of the supply chain and the margins/ monetary incentives at each of its stages.


MIHM is working with LSHTM to understand ‘Incentivising fruit and vegetable consumption in urbanising India’ and develop an intervention based on financial incentives and a sustainable business model to increase the consumption of fruits and vegetables for peri-urban communities in India. This study aims to map the supply chain of fruits and vegetables (FV) through different channels in peri-urban India with margins at each level of the supply chain.



Sarang Deo, Arindam Debbarma


Thematic focus area: Managing healthcare delivery systems

Tags: Supply chain, NCD Management