The aim of this paper is to report the finding from study on distance traveled by fresh vegetables from farming location to consumer in traditional and organized retailing. The focus is on the five fresh vegetables and final consumer destination is the city of Chennai. The research is primarily exploratory in nature and research instruments include interviews and survey through questionnaire with players in the fresh vegetable supply chain viz agents, auctioneers, wholesalers, traditional retailers, organized retailers and customers. Additional data collected thorough secondary source, existing literature on Indian retail.