EXECUTIVE SUMMARY

Title: Suggesting sustainable Marketing strategies of Floriculture in Bharuch-Narmada-Surat Programme area of

AKRSP (I)
Organisation: Aga Khan Rural Support Programme (India)
Reporting Officer: Mr. Niraj Joshi
Faculty Guide: Prof. Nirlesh Kothari
Students’ Name: Byomkesh Mishra
Objective: The main purpose of the present study was to develop a broad understanding of the functioning of the
cut flower business (particularly English Roses), the status and potential of reachable markets and in the process
ascertain what needs to be done thereby suggesting a sustainable marketing plan for the produce of the beneficiaries
of the Rose Wadi project. The specific objectives of the study were:
 To understand the dynamics of Floriculture market (traditional and major cut flowers like Rose) with
respect to the status of Floriculture in the study area.
 To identify major domestic markets in the vicinity and understand their demand-supply and preference
pattern.
 To identify existing practices, value-chain, issues, constraints and challenges in flower marketing in the
region.
 To analyze the performance and results of the Rose Wadi program implemented by AKRSP (I) with the
support from TSP in the study area.
 To suggest a viable and sustainable marketing plan for Floriculture produce of the beneficiaries of the Rose
Wadi program.
Scope: Floriculture for the present study has been used in a restrictive connotation to imply cultivation and
marketing of Fresh flowers only. AKRSP (I) has attempted to promote floriculture in the tribal area with the support
of Tribal Sub-Plan department of GOI. With an objective to provide alternative livelihood options to tribal farmers,
AKRSP (I) implemented a floriculture program (Rose Wadi) with 15 tribal farmers of Netrang cluster in two blocks
(Valia and Zagadia) of Bharuch district. These beneficiaries were provided 1400 English Rose (Gladiator Tea-red
variety) flower grafts each to cultivate in 0.5 acres of land. Given the nature of the crop selected, its special
cultivation requirements and characteristics, the fact that its cultivation has started only on a limited scale and that
too only recently, the study has focussed upon analysis of domestic markets only, for these flowers.
Methodology: The study involved collection of primary data regarding the economics of flower cultivation and
marketing from the beneficiaries of the Rose Wadi program by means of semi-structured interviews conducted with
them. This also involved visits to their fields (Wadi) and accompanying them to the markets to observe and
understand the current cultivation and marketing practices by them. Market surveys were conducted in major
wholesale and retail markets in the area. Three major wholesale markets at Bharuch, Surat and Baroda were
identified and studied through interviews with some of the traders operating their. Prominent retail points in these
cities were also identified and survey was conducted to understand the preference pattern across major products. A
retailer at Rajpipala was also interviewed where a couple of beneficiaries are presently selling their produce.
Secondary data from the records of AKRSP (I), Line departments and other agencies (Government and Non-
government) was also consulted for the study.
Limitations: The production and trade of flowers in the domestic market is completely unorganized and no reliable
quantitative data concerning their production, number of varieties cultivated, market arrivals, prices etc. are
available. Further, our repeated attempts to interview the owners/traders of floriculture units and major retailers on
some of the aspects relevant for the study were usually not met with success. Most of them didn’t want to share their
experiences especially about margins, returns etc.
Findings: The outputs of the program are in close correspondence with the immediate needs of the marginal farmers
and small farmers without a sustainable irrigation facility. The economics of flower cultivation looks quite
impressive with encouraging annual profits at the present scale of production. But the constraint is faced on part of
marketing. Therefore the production enhancement should follow and not precede a marketing system in place. The
produce from traditional farms as in the case of the Rose Wadi project has a comparative advantage of low cost
production. This advantage can be exploited as long as the domestic market fails to provide a premium for better
quality to the commercial producers. Unorganized marketing, transportation, non-availability and non-accessibility
of a permanent market were found to be among the most important problems faced by the beneficiaries of the Rose
Wadi program.