The retail market for fruits and vegetables is explained here. The chain comprises farmers, middleman, c onsumer. Farmer: Can be further subdivided as landowner and farmer. Middlemen: Includes commission agent(comprises brokers (aarthi), subagent), Wholeseller(Shopkeepers, Thekedars), or retailer (comprises shopkeepers, Thiya, Cart) Consumer: Includes individual, family, groups, hotels, restaurants. The supply chain can bypass some of the players.