Marketing of Flowers in Central Gujarat

The present was undertaken with a view to study pattern and practices of marketing, price spread, constraints faced by rose, lily and marigold flower growers of Central Gujarat. The data were collected from 240 producers of flowers and from selected marketing intermediaries during 2014–15. Three marketing channels identified in the study area which were used for marketing of flowers of (Channel-I: Producer → Wholesaler cum Commission Agent → Retailer → Consumer, Channel-II: Producer → Village level Merchant → Wholesaler cum Commission Agent → Retailer → Consumer and Channel-III: Producer → Retailer → Consumer). The average quantity marketed of rose flower was 99.47 quintals per farm. Out of total marketed flowers, about 79.00 per cent rose flowers were marketed through Channel-I. In the case of lily and marigold flowers, average marketed quantity per farm was 158.58 and 127.84q, respectively. Out of which, 76.95 per cent lily flowers, and 71.53 per cent marigold flowers were marketed through Channel-I. Thus, Channel-I was the most dominant Channel-of marketing for all three flowers under study.