In business, an enduring supply is a product or service that a company can continue to provide over an extended period of time. This is in contrast to items with a limited shelf life or those that are subject to fashion trends.Enduring supplies are often seen as essential or necessary for a company to maintain its operations. For example, a manufacturer may require a steady supply of raw materials in order to keep production going, while a retailer may need to have a consistent stock of popular items to meet customer demand.