Studies on Marketing of Flower Cultivation under Polyhouses in Chittor District of Andhra Pradesh, India

Flower industry is an emerging as a blooming business not only in India, but in other countries as well. Floriculture denotes cultivation of flowers, developing new varieties of commercial value, sale of flowers as raw commodities, processing, distribution, etc. for the local and international market. This paper attempted to to analyse the different marketing channels of flower cultivation under polyhouse in chittor district of Andhra Pradesh. This study was carried out based on primary data and interviewed with 30 flower growers and seller in chittor district. Three channels were identified namely channel I: Farmer -Wholesaler-Trader -Retailer -Consumer, Channel - II: Farmer -wholesaler -retailer-consumer and Channel-III: Farmer -wholesaler -consumer. With regard to marigold in channel – I, the net share of the producer in the consumer’s rupee was 40 per cent and price spread Rs.65 and marketing efficiency 0.66, whereas, in chrysanthemum, the net share of the producer in the consumer’s rupee is 48 per cent and marketing efficiency 0.90. With regard to marigold in channel – II, the net share of the producer in the consumer’s rupee was 45 per cent and price received by the farmer was Rs.43 per kg of the produce from the wholesaler and the wholesaler was selling at a price of Rs.64 per kg to the retailer. The final purchase price of the consumer was Rs.96 price spread Rs.43 and marketing efficiency 0.81. In case of chrysanthemum, the net share of the producer in the consumer’s rupee was 51 per cent and marketing efficiency 1.05. The producer’s share in the consumer’s rupee was 55 per cent for marigold in channel – III, price spread was Rs.35 and marketing efficiency was 1.22, while, in case of chrysanthemum, the net share of the producer in the consumer’s rupee was 64 per cent, marketing efficiency 1.76. . Channel - III was having the highest efficiency among all the channels but mostly used channel was channel – II.