MSc

Floriculture is fast emerging as a lucrative profession in the world scenario
and is a potential money spinner for many countries. In terms of production,
floriculture in the world is growing at an average rate of 10 per cent per year.
Floriculture is a multi-crore industry in India which contributes 0.6 per cent to global
floriculture trade. In 2009-10 the total area under floriculture was estimated to be
1,83,000 hectare with an estimated production of 1021 metric tonnes of loose flowers
and about 6667 million numbers of cut flowers.
Cut flowers like orchid and anthurium are identified as the most important
flowers with commercial potential suitable for Kerala. The present study was done to
investigate the economics of cut flower enterprises, marketing channel and marketing
efficiency of cut flower trade and to identify the constraints of cut flower industry in
Central Kerala. Orchid and anthurium were the major cut flowers included in the
study. The study was conducted with a sample of 120 cut flower growers. Percentage
analysis, ABC cost concept, Capital productivity analysis and Shepherd’s formula
were used to analyze the data. Orchid and anthurium growing units have been studied
across three scales of operation, viz., small (less than 500 plants: C-I), medium (500
to 1000 plants: C-II) and large (above 1000 plants: C-III) for a standard of 100 plants
in each categories.
Anthurium
Per unit cost of cultivation of anthurium showed increasing pattern towards
smaller groups. According to ABC cost concept cost of cultivation for five years for
C-1, C-11 and C-111was estimated to be Rs. 15,164, Rs.11,486 and Rs.9,963
respectively. The establishment cost was found out to be Rs.13,116 (C-1), Rs.12,008
(C-11) and Rs.11,330 (C-111). Recurring cost ranged from Rs.2,500 in C-111 to
Rs.6,315 in C-111. The total return realized over crop life varied from Rs.32,790 to
Rs.41,152 in different scales of operation. The estimated project worth parameters
were well above acceptance level in C-11 and C-111.
Orchid
According to ABC cost concept cost of cultivation for five years for C-1, C-
11 and C-111 was estimated to be Rs. 15,932, Rs.13,017 and Rs.11,199 respectively.
The establishment cost was found out to be Rs.13,397 (C-1), Rs.12,607 (C-11) and
Rs.13,092 (C-111). Recurring cost was Rs.2,450 in C-111, Rs.3,835 in C-11 and
Rs.6,025 in C-1. Per unit cost of cultivation was found to be decreasing as the scale
of operation increases. The total return realized over the economic life of the crop
was found to Rs.27,640 in C-1, Rs.30,461 in C-11 and Rs.35,474 in C-111.Higher
returns were realized from larger units. The estimated project worth parameters were
well above acceptance level in all the categories.
Capital productivity analysis of orchid and anthurium showed that larger
units were seen comparatively more efficient and profitable than smaller ones. In
anthurium cultivation only family labour was utilized for all operations in three scales
of operation. But in case of orchid, hired labour was employed for potting and
planting in C-111.
Marketing channels and efficiency
Six marketing channels were identified for anthurium. The direct channel i.e.
Producer Consumer was found to be more efficient. Out of the three marketing
channels identified for orchid, Producer Local florists’ Consumer was
identified as the most efficient channel.
Constraints in cut flower trade
The most serious problem faced by orchid and anthurium growers, especially
smaller sized units, was low market price for their products. Irregular markets
followed by delay in getting sale proceeds were identified as the other major
constraints faced by the growers. Short supply of flowers, lack of government
support, lack of storage facilities etc. were the major problems faced by cut flower
traders. Effective production planning and marketing management were identified as
the key factors for the development of the sector.