Ali Haidar Shah
Flower is a loveliest object of the earth. A single flower is a reason of a million smiles and happiness. In India flowers are very intimately associated with many social and religious activities. In India, major flower growers refer to those which produce high value, cut flowers such as rose, gladiolus, carnation, orchids, tuberose, lily, gerbera and loose flowers like Jasmine, Crossandra Marigold, China Aster, Chrysanthemums, and Gaillardia.
Floriculture is an age-old farming activity in India having massive potential for generating gainful self-employment among small and marginal farmers. In the recent years, it has emerged as a profitable agribusiness in India and worldwide, as improved standards of living and growing consciousness among the citizens across the globe to live in environment friendly atmosphere has led to an increase in the demand of floriculture products in the developed as well as in the developing countries worldwide. Government of India has identified floriculture as a sunrise industry and accorded it 100 percent export-oriented status. Owing to steady increase in demand of flower, floriculture has become one of the important commercial trades in Agriculture. Searching of market is essential tenet for each and every producers of floriculture which propels them to go for producer association, as it improves the quality and value of the products. Netherland is the best production hub in world forum where as India exports more to USA and United Kingdom these days. Southern India controls the major production of flowers whereas West Bengal is number one in cut flower production and Tamil Nadu is number one in loose flower production. Artificial flowers are major thrust in this market sphere these days.
IMPORTANCE OF FLOWERS IN INDIA
Economic point of view: Many flowers and ornamental plants are being grown for domestic as well as for export market and it will provide more return/unit area than any other agricultural/horticultural crops. Now-adays, growing of cut flowers is suited for flower decorations for bouquets preparation, and for floral baskets, has increased substantially and its share of the total trade has also improved. The present trend in floriculture is making dry flowers, extraction of natural colours and essential oils. There is lots of demand for good quality flower seeds and ornamental plant materials.
Aesthetic point of view: Horticultural therapy is the new dimension of horticultural science to heal the psychic debility and the science is to use garden, landscape plants, parts of plants, growing activity as tools to work is being utilized in psychiatric hospital, general hospitals, physical rehabilitation centre, homes for elderly, prisons and schools. The patients can achieve higher level of personal development and satisfaction.
Social point of view: flower speaks hundreds of unspoken words. Flowers symbolize the purity, beauty, peace, love, adoration, innocence and passion etc. Hence, many flowers are used to express the most sensitive, delicate and loving feelings. In our society no social function is complete without the use of flowers, floral ornaments, bouquets or flower arrangements they are invariably used in all social functions. Flowers are used in social gatherings, birthday parties, welcoming friends or relatives and honouring dignitaries. The concept of Valentine’s Day is fast catching up in India also.
World Floriculture Scenario : Globally, the export of flowers has increased phenomenally from 8 billion US dollar in 2006to 13 billion US dollar in 2015. The number of countries reported to have exported flowers in 2006 was 50 which has increased to 118 in the year 2015.The Compound Annual Growth Rate (CAGR) of World’s flower export during 2006-2015 is 5 percent. India has exported 22,086 MT of flowers to the world for the worth of 549 crores rupees in 2016-17. The Netherland is an important producer for cut flowers (54% in Global Market of Production), as well as a key importer from developing countries. Besides being one of the market leaders for cut flowers.
Indian Floriculture scenario : India is on the 18th rank with contributing 0.6 percent share in global floriculture trade. During the last decade, export increased at a CAGR of 4.33 percent. The domestic Indian market is growing at the rate of 25 per cent per year in the country as a whole. About 249 thousand hectares area was under cultivation in floriculture in 2014-15. The states like Karnataka, Tamil Nadu, Andhra Pradesh, West Bengal, Maharashtra, Rajasthan, Delhi and Haryana have emerged as major floriculture centres in recent times. The strength of floriculture development in India are varied according to different agro-climatic conditions in the country, availability of manpower and large demand for floricultural products in metropolitan cities. Emphasis has been shifting from traditional flowers to cut flowers for export purposes.
Types of Flower Markets : The flower markets are classified as below according to Florist A. Local florists B. Flower boutiques
Strategies used by local florists: They provide better services to the customers and try to get mutual trust from them. The flower arrangements are decorative and customized. They give aesthetic look to stall for attract customers. They analyse their current position and try to improve it by creating a good image and mutual trust among their customers. They copy the strategies of their competitors most rottenly.
Strategies used by the flower boutiques: They offer membership cards, gift cards and proper discounts to those customers who purchase from them on a regular basis. They undertake orders such as decoration of cars, building’s, temples etc. For some special occasions, they advertise themselves with the aid of the media like newspapers, leaflet/cards, L.C.D Screen and through Internet.
(The author is a Phd Scholar Nauni-Solan (H.P)
Ali Haidar Shah