Newer Dimensions in Supply Chain Management of Horticultural Crops — A Case of Anthurium in Mizoram

The economics of production and marketing of anthurium in the state of Mizoram have been studied. The cultivation of anthurium is being implemented in the state progressively under technology mission for the Development of Horticulture in the NEH region. The financial analysis has indicated that the enterprise is highly remunerative as shown by NPV, B/C ratio and IRR values. Although the establishment cost has been found more in hi-tech than in a shade house, the quality of flower grown in hi-tech is far superior besides more profitability and the year-round production. About two-thirds of the total cut flowers of anthurium produced in Mizoram are marketed outside the state through a Bangalore based exporter, ZOPAR Export Ltd. And the remaining are consumed in the state. Farmer's selling to ZOPAR and further export outside the state has depicted highest marketing efficiency. Public-Private partnership model although exists, needs to be strengthen for production of anthurium flowers in the state. Development of such marketing systems may strengthen the supply chain management. If successful, it may act as a model supply chain management of horticultural crops in the NEH region.