bloom In full

Though the business of flowers looks promising enough,
Debashish Sengupta and Dr Rajkamal discover why floriculture
in India is still in its nascent stage

Though the business of flowers looks promising enough, Debashish Sengupta and Dr Rajkamal discover why floriculture
in India is still in its nascent stage Though India's floriculture market in India has a huge potential both in the domestic as well as the international market, the sector lies unexploited. The primary reason being the unorganised nature of marketing flowers.

OBJECTIVE OF STUDY
Retailers (florists) and wholesalers play a central role in marketing of flowers and this paper apart from studying their current marketing practices attempts in bringing out the existing lacunas and highlighting future focus areas. It also aims at providing constructive recommendations through this research and contributing this sector's development through integrated marketing efforts.

RESEARCH METHODOLOGY
Research Design: Descriptive Data Collection: Primary - Through Survey Sampling: Method using questionnaire and personal interview. Population - Western UP and Terai belt of Uttaranchal Design: Non-probability, convenience and judgemental, Size-85

FINDINGS
Source of flower procurement In order to assess the major source from where floral marketers procure flowers, around 40(47 per cent) floral marketers said that they acquired flowers from wholesalers. While 35(41 per cent) said they procured it from farms and 10 (12 per cent) of them said they cultivated it themselves. (Refer Fig A) The findings clearly indicate that these marketers are keen on buying flowers from intermediaries than cultivating it themselves. Although In full Figure A

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