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CONTENTS Topic

Pages

1. The Study: Scope and Objectives

1-6

1.1. Introduction 1.2. Project Backdrop 1.3. Scope and Objectives 1.4. Methodology and Limitations 1.5. Organisation of the Report 2.

Present status

7-

20 2.1. Flower cultivation in India 2.2. The Rose Wadi program 2.3. Economics of English Rose Cultivation 3.

Markets and Marketing Analysis

21-

34 3.1. Floriculture Markets: Domestic vs. Export 3.2. Existing Markets and Marketing practices in the Study Area 3.3. Marketing Channels 3.4. Demand Analysis 3.5. Competition Analysis 3.6. Issues and Problems in Marketing 4. Results and Findings

35-36

5. Suggestions and Recommendations

37-41

iv

ANNEXURES REFERENCES

LIST OF TABLES

Sr. No.

Title

Page

1. 5

Number of Wholesalers/Retailers interviewed 2.

8 classes of society

Area and Production of Flowers in India 3.

Needs of different Socio-economic

13

4.

incurred in cultivation of English Roses

Total annual expenditure

18

in selling flowers (at Rajpipala market)

5. 19

Production and Profits generated in selling

Profits generated 6.

20

Comparison of Prices of three varieties of Roses at Surat market 8.

Sources of steady and seasonal demand of flowers

LIST OF FIGURES

v

Annual 7. 25 32

Sr. No.

Title

Page 1.

Schematic representation of Fit requirements

11

Existing channels of flower marketing

2.

29

vi