Abstract
This paper delves into the reputation of the brand Aashir vaad by the revealment of farm to fork process which can be called as supply chain transparency by the ITC. It analyses the level of trust of the consumers towards the brand, when it releases its sustainability report. It poses a question that how supply c hain transparency increases the level of trust and brand reputation or brand perception from the views of consumers. It is found that the efforts taken to make the brand more favourable by reporting its sustainability has succeeded ,as the consumers prefer to use more of foods which are rich in ethical and sustainable practices . The consumers believe that the aashirvaad products are high in quality and are safe to use as they get to know about ITC releasing it supply chain transparency annually. The consumer s have also agreed to pay a slight premium if the products are sourced responsibly and sustainably. This shows that supply chain transparency enhances brand reputation and consumer trust towards the brand.
Keywords
Supply chain, reputation, perception, con sumer trust, sustainability and
revealment.
Reference
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