The aesthetic value of flowers and ornamental
plants, their use in social events, overall satisfaction in
working with them and high income generating power
are attracting modern entrepreneurs to invest money in
the floriculture industry. The demand for flowers and
ornamental plants for different needs like religious,
official ceremonies, parties, house decoration, weddings,
funerals, etc, is on the rise. This demand for fresh
flowers and plants is increasing world-wide over the
coming years. The recent liberalization policy of the
Government of India has given Phillip to commercialized
agriculture particularly horticultural crops. Rose and
marigold flowers play a prominent role among cutflowers. The government of India has also identified
floriculture as a suitable area with vast potential for
export. Marigold (Tagetes erecta, Tagetes patula) flower
cultivation is getting increasingly popular among
farmers. Marigold, belonging to family Asteraceae, is an
important ornamental herb grown for its highly
decorative and long lasting flowers. I work on Prayagraj
District of Uttar Pradesh. In Prayagraj district the main
work of my project is to visit the missing Market and
meet to the farmers to address the farmers about the
economic benefit of adopting floriculture and
understand the value chain supply of marketing of rose
and marigold.. A Sample of 120 respondents was drawn
by proportional to area under Prayagraj . The farmers
were divided into marginal, small, semimedium,medium, large with the cumulative total
method. The sample included 15 marginal, 38 small, 25
Semi medium 30 medium 12 large respondents. . It is
revealed that marketing of rose and marigold is working
over three marketing channel, out of which the majorly
used channel is channel 3.
Keywords :
Rose, Marigold, Marketing Channel, Market Margin, Marketing Cost, Market Efficiency, Price Spread and Producer Share in Consumer Rupee.