The paper has studied the efficiency of existing marketing channels for export of cut roses from Pune region along with the export potential of roses in the international market. In all 25 cut rose producers from Floriculture Park, Talegaon area of Pune district, who export their cut roses were selected and primary data were collected through survey for the year 2011. The study has found that the majority of producers cultivated red colour variety, viz. Bordo (31%) and Gold strike (26%). Channel I (Producer’! Exporter’!Importer’!Consumers) was observed to be the most prominent channel of cut roses export in the study area, but according to efficiency index the Channel II (Producers’!Importer’!Consumers) was more efficient as per unit rate was higher in this channel. The UK, New Zealand and Malaysia were found to be the major destinations for Indian cut roses exports during the past four years. There is a vast potential for export of cut roses to major markets like the UK, Malaysia, New Zealand and Australia. The major problem in export of cut roses was uncertain market conditions. Therefore, efforts should be made to identify the unexplored markets with higher potential for export of cut roses from the country.
Cut roses, horticultural export, export destinations, Maharashtra
