This paper deals with the co-ordination of a single producer, multi distributors and multi retailers for a supply chain management to get the maximum profit at minimum investment when shortages is permitted at the retailer‘s end and they are the partially backlogged. Most previous studies on supply chain have dealt with a moderately simpler chain with a single producer and a single buyer. The requirement of the producer is directly proportional to demand of the distributor, while the demand of the distributor is dependent on retailers’ requirement. This passes on rationally to the whole supply chain. The proposed model of this paper considers deteriorating items where the deterioration rate is considered as constant.