The upcoming modern retail store for fruits and vegetables have a very pronounced impact on its market and have led to the emergence of new supply chains all across the country. The present study was undertaken in Hisar and Karnal district of Haryana to compare the marketing efficiency of fruits and vegetables supply chain. For the present study a sample size of 200 respondents and two supply chains for fruits and vegetables were chosen purposefully. The findings of the study revealed that the modern supply chain (MSC) for fruits and vegetables was more efficient than the traditional supply chain (TSC) for both the fruits and vegetables. The percentage of physical losses at traditional supply chain was found to be 20.6 per cent while in the modern supply chain it was only 6.66 per cent. The index of marketing efficiency was found to be 1.06 in MSC of vegetables as against the 0.77 in TSC, whereas for fruits the marketing efficiency index was found to be 2.49 in MSC as compared to 1.99 in TSC. The share of the producer in consumer’s rupee was found to be 52 and 43 per cent in MSC and TSC respectively for vegetables. However, producers share in consumer’s rupee was found to be 70 and 66 per cent in MSC and TSC of fruits. The major factors contributing to the efficiency of MSC were found to be a short length of the supply chain, packaging and less physical loss in the MSC.