Supply chain management for Indian scenario and conditions

The revolutionary concept that is doing the rounds in management circles is "supply chain management". So long, the chain of movement of the product from the manufacturer to the customer is by rules of thumb and years of experience, SCM gives a ready referendum whereby entrepreneurs competing globally can streamline their businesses so as to deliver the right product, at the right time, place, cost and quality. Can such a system exist successfully in developing countries like India? SCM is in the process of being refined to the point where the customer gets what he demands, when he demands and wherever he demands it. With changing times, it is now an environment of "Survival of the Fastest". In Indian conditions and similar conditions in some other, parts of the globe, the topographical and geographical constraints along with cultural diversity of the people dictate the terms that are involved with upstream and downstream linkages. This affects the different processes and activities that produce value in the form of products and services in the hands of the ultimate consumer. This paper presents an approach suitable for Indian conditions to resolve issues in customer service, demand flow, distribution and supply.