Purpose: The cold chain (CC) is critical in preserving perishable goods across multiple industries. Insufficient infrastructure, along with other challenges, contributes to extensive food wastage. Although numerous studies have focused on the challenges of the CC, an integrated framework is required to prioritize and tackle these challenges.

Design/methodology/approach: The empirical research utilizes a conscious capitalism perspective and employs multi-criteria decision-making methods, specifically fuzzy analytic hierarchy process, Fuzzy Technique for Order Preference by Similarity to Ideal Solution and the best-worst method to analyse various factors affecting the cold supply chain (CSC).

Findings: The findings of this research emphasize that implementing best practices, forming partnerships and alliances and government initiatives are significant non-information technology (IT)solutions. Automating data collection, integrating logistics management systems and creating integrated platforms are notable ITsolutions for addressing CSC challenges. These findings align with the recent focus on sustainability in the CCs.

Originality/value: The currentstudy contributes a novel integrated framework and seeksto fill the existing gap by analysing issues and proposing solutions to mitigate the adverse effects of these issues on the CC. The study attempts to further build upon prior research by extending it through the utilization of a unified model with a focus on sustainability