TOWARDS FLORICULTURE: UNDERSTANDING MARKETING AND SUPPLY CHAIN OF CUT FLOWERS IN DELHI

Abstract

We religiously believe one should avoid waking up early unless something extraordinarily worth it requires it. Needless to say, there aren't many things we call "extraordinarily worth it”, the flower market happens to be one of them . The three main flower markets of Delhi located at ’Baba Kharak Singh Marg’, ‘Chandni Chowk’, and ‘Mehrauli’ which have been operational for the past twenty years and more have been relocated to Ghazipur. This wholesale market supply flowers to an array of buyers ranging from event managers, wedding planners, designer florists to small scale vendors, thus catering to a myriad clientele. I have visited the wholesale market time and again as a customer with a very basic understanding of the larger scheme of things. Flowers play an important role in the cultural heritage of India; they have been an essential part of Hindu worshipping for the past several centuries. It is seen as a symbol of wishing one luck when given as a gift, which holds a special place in the minds and hearts of traditional and modern inhabitants of India This study aims at understanding and analyzing the current scenario of the wholesale flower market of Delhi, its functioning and system of operations from the mode of supply of flowers, their auction, the distributers, prices, and the type of flowers preferred by retailers, seasonal availability of various flowers, the market structure and demand scenario and to assess the costs, returns and profitability in marketing of cut flowers in Delhi .