Marketing Channel Dynamics in Wholesale and Retail Floriculture Markets of Mumbai and Pune: A Comparative Review

bstract Floriculture markets constitute an important component of the horticultural sector by facilitating the movement of flowers from producers to consumers through various marketing channels. The efficiency of these channels significantly influences market performance, profitability, and the overall development of the floriculture trade. The present study examines the marketing channel dynamics and efficiency in wholesale and retail floriculture markets of Mumbai and Pune. The analysis focuses on the structure of marketing channels, marketing practices adopted by traders, and factors affecting channel efficiency. Special attention is given to the role of intermediaries, distribution mechanisms, pricing practices, and market-related challenges influencing the flow of floriculture products. The study seeks to evaluate the comparative functioning of wholesale and retail markets and identify factors contributing to efficient market operations. The findings are expected to provide insights into prevailing marketing systems and highlight areas requiring improvement for strengthening market competitiveness. The study concludes that enhancing channel efficiency, improving market coordination, and addressing operational bottlenecks are essential for the sustainable development of floriculture markets in urban centres.