Safal is the largest organised retail network of fruits and vegetables in the NCR region of India. Currently it operates over 400 retail outlets in the NCR region.[1]. Safal is owned by Mother Dairy. Mother Dairy is a subsidiary of National Dairy Development Board[2][3]. Safal was started in 1988 as an Government of India initiative to benefit fruit & vegetable producers and the urban consumers. The task was assigned to National Dairy Development Board as they had similar experience in the related sector of milk[4][5]. Safal's supply chain covers 16 states, about 50,000 farmers and over 200 farmer associations[6].