A Study on Flower Cultivation and Marketing Behavior in Tamil Nadu With Special Reference to Tiruchirappalli District

This study is designed on considering the contemporary trends of flowers cultivation and marketing in Tamil Nadu with the view of different flowers cultivating farmers and retail floral traders. Tamil Nadu stands second in the area under flower cultivation and production of flowers in India. Flower cultivation is very popular in the state. Therefore, the study was undertaken to examine the economics of flowers production and to identify the constraints to jasmine production and marketing using primary data collected from the Tiruchirappalli district of Tamil Nadu in 2019-20. The cultivation of major flowers generated impressive returns to the farmers and good employment opportunities for farm family as well as agricultural labourers especially for female workers. The non-availability of labour and credit, adverse climate, high establishment cost, incidence of pest and disease were major constraints faced by the farmers in jasmine cultivation. Further, high price fluctuation, transportation cost and commission charge, malpractice by the traders and trader’s collusion were the major constraints in the marketing of important flowers. The results reveal that the flower traders haven't tailored these marketing concerns yet. Besides, it gives a rational perceptive to Tamil Nadu traders of utilizing this floral marketing theory to bloom this industry by managing different complexities.