Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Koyilathumpaday, Sujit Sukumaran; M, Nandini Title A name given to the resource Going beyond tomato a fruit or vegetable debate: economic and policy challenges in tomato farming in India Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Emerald Emerging Markets Case Studies;Volume;15;Issue;1;pp.1-28 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/EEMCS-06-2024-0255" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/EEMCS-06-2024-0255</a> <br /><br /><a href="https://www.scopus.com/pages/publications/85217440695?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/85217440695?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Koyilathumpaday S.S., Department of MBA, School of Business and Management, Christ University, Bangalore, India; M N., Department of MBA, School of Business and Management, Christ University, Bangalore, India Description An account of the resource Learning outcomes: The case was an application of a market demand and supply mechanism and its impact on the products price and focus on the following objectives:??Analyze the vegetable market in India and the challenges faced by the farmers (tomatoes) using demand and supply concepts.??Examine the impact of price elasticity on the revenue of the farmers.??Assess the challenges faced by the government in controlling prices of vegetables and food inflation.??Evaluate diversification strategies in agriculture to mitigate risk. Case overview/synopsis: The market for tomatoes was highly cyclical because of erratic rainfall, and farmers went through a difficult time, especially when the prices fell below the cost of production. They moved out for crops that had stable prices. They expected government support for price stability. Government and policymakers considered price fluctuations a short-term phenomenon that required limited interventions when prices were high. This case was about Dilip, a farmer who was into farming tomatoes on a large scale in Karnataka, India. He was facing a dilemma as to whether he had to continue or move to other crops because of the low price of tomatoes in May 2023 or to diversify into some small but related business. He was worried at the same time, curious to understand the volatility in the prices of tomatoes, government responses, risks and returns associated with the cultivation of this crop and Agri-supply chain. Based on his understanding, he should make decisions to continue or diversify into some other farming or related business. Complexity academic level: This case was written for microeconomics and managerial economics of undergraduate and postgraduate students. This case demonstrates the application of the demand and supply mechanism for a perishable product such as tomatoes. Price fluctuations are common in these markets because of various uncontrollable factors such as rain, pests and natural calamities. The case could show the relationship between the firms elasticities and revenue. This case also highlights the policy constraints in controlling the prices in the short run. This case could also be used for understanding macroeconomic concepts such as food inflation and its impact on general price inflation. The students or target audience with a background in the functioning of the markets could very well relate to the concepts discussed. Supplementary material: Teaching notes are available for educators only. Subject Code: CSS: Entrepreneurship (3); Management Science (7). 2025, Emerald Publishing Limited. Subject The topic of the resource Agri-supply chain; Business development; Demand; Elasticity; Entrepreneurial skills; Marketing; Price fluctuation; Pricing; Profit; Social enterprise; Supply Publisher An entity responsible for making the resource available Emerald Publishing Relation A related resource ISSN: 20450621; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online