Towards a grounded view of collaboration in Indian agri-food supply chains A qualitative investigation

Purpose - The purpose of this paper is to understand the process and role of supply chain collaboration in Indian agri-food industry and highlight the perceptions of buyers and suppliers toward each other. The paper seeks to find out how can collaboration in agri-food supply chain lead to low wastage and better efficiency. Also, the paper attempts to capture the nuances of collaborative practices and perceptions of buyers and suppliers toward collaboration. Design/methodology/approach - Case study methodology in a top Indian food processing firm was conducted to explore the application and benefits of collaboration in supply chains, In-depth interviews with upstream supply chain members were conducted to understand the process of supply chain collaboration. Grounded theory methodology was used to analyze the transcripts. Findings - First, through content analysis of interview transcripts a comprehensive framework and a generic model was derived to understand the process of supply chain collaboration. Supplier selection, joint planning and information sharing were found to be main antecedents while profits; waste reduction and supply chain efficiency were major outcomes of collaboration. Second, it was found that the suppliers are usually more skeptical of the buyers and do not trust them easily. While, for buyers, it is very important to have good relations with suppliers and should make provide incentives to suppliers for collaboration. Originality/value - To the best of the knowledge, this is the first study to elaborate the process and outcomes of collaborative activities along an Indian agri-food supply chain through in-depth qualitative study, In developing countries, agriculture industry is the backbone of economy, Therefore, the insights developed in this study may be useful for managers in agribusiness to dwell into such supply chain practices that would increase profit and efficiency, and decrease wastage.