This study aims to examine the influence of Big Data analytics, innovation & capabilities in the supply chain as well as to find the moderating effect of organisational flexibility on the performance of the supply chain (SCP) and find the effect of competitive intensity as a controlling variable on the performance of supply chain. This research aims to present a theoretical model based on the resource-based theory's relational view (RBV). The data was collected through a survey questionnaire and 25 manufacturer firms managers participate in this survey. According to the findings of this study BDA has a favourable and strong association with SCI and SCC, as well as SCP. The majority of the manufacturers' firms in this research employed BDA to speed up their standing algorithms quicker with massive data sets.