Introduction

Horticulture presents a lucrative business opportunity with the hurdles that we have overcome by the efficient supply chain. The traditional methods of agriculture marketing involving numerous intermediaries are now replaced by efficient supply chain and innovative methods of marketing of horticultural produce. Horticulture produce is of perishable and seasonal in nature. Tomato is one of the examples which is the most perishable commodities in horticulture - also there are many other vegetable which is grown in the belts of Karnataka which have lost its value post harvest due to lack of infrastructure facilities and Poor efficiency in marketing channels. Inadequate marketing infrastructure leads to high prices and low share of farmer in consumer rupee. Hence technical and professional issues in the operations of value chain should be included in each and every step where value addition is done in the product. The issue here is the need to reduce unnecessary costs or to invest in activities that pay off in terms of increased value as perceived by the customersAbout 30 percent of the fruits and vegetables grown in India are wasted annually resulting in instability of prices.  This has resulted in farmers not getting enough remuneration in terms of prices for their produce. Further, this has lead to rural impoverishment culminating in farmers' frustrations and suicides.