CHAPTER VII MARKETING OF ORCHIDS AND...

73
CHAPTER - VII MARKETING OF ORCHIDS AND ANTHURIUMS This chapter analyses the marketing of Orchids and Anthuriums produced in Kerala. Sect~on - I deals with the present trends in floriculture trade, marketing channels, ar~alys~s of the marketing of Orchids and Anthuriums by the Cultivators such as harvesting of Orchid and Anthurium flowers, sale of plants and flowers, destination-wise and form-wise sale of plants and flowers, factors influencing the price of plants and flowers, seasonal variations in the demand for plants and flowers, net income trom cultivation, storage, transportation, etc. Section - I1 analyses the world trade and consumption of floriculture and the trends in floriculture exports from India. SECTION - I PRESENT TRENDS IN FLORICULTURE TRADE The share of lndia in the international floriculture trade is almost miniscule, i.e., India's share constitutes only 0.4 per cent of the total value of the global trade in floriculture. However, the cut flower industry has registered a phenomenal growth from a mere 14.91 crore in 1992-93 to 80 crore by the end of 1998-99. And now the Indian flowers are shopped to the world's largest flower auction centres at Aalsmeer, which handles about 18 million cut flowers and 2 million potted plants per day to generate the Netherlands guilders of U.S. Dollar 1,657 millions per annum.

Transcript of CHAPTER VII MARKETING OF ORCHIDS AND...

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CHAPTER - VII

MARKETING OF ORCHIDS AND ANTHURIUMS

This chapter analyses the marketing of Orchids and Anthuriums

produced in Kerala. Sect~on - I deals with the present trends in floriculture trade,

marketing channels, ar~alys~s of the marketing of Orchids and Anthuriums by the

Cultivators such as harvesting of Orchid and Anthurium flowers, sale of plants and

flowers, destination-wise and form-wise sale of plants and flowers, factors

influencing the price of plants and flowers, seasonal variations in the demand for

plants and flowers, net income trom cultivation, storage, transportation, etc.

Section - I1 analyses the world trade and consumption of floriculture and the trends

in floriculture exports from India.

SECTION - I

PRESENT TRENDS IN FLORICULTURE TRADE

The share of lndia in the international floriculture trade is almost

miniscule, i.e., India's share constitutes only 0.4 per cent of the total value of the

global trade in floriculture. However, the cut flower industry has registered a

phenomenal growth from a mere 14.91 crore in 1992-93 to 80 crore by the end of

1998-99. And now the Indian flowers are shopped to the world's largest flower

auction centres at Aalsmeer, which handles about 18 million cut flowers and 2

million potted plants per day to generate the Netherlands guilders of U.S. Dollar

1,657 millions per annum.

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lndian exports of Floriculture produce had gained a momentum

during recent years. India's flor~culture export basket comprises fresh cut flowers

like roses, Carnations. Orchids, Anthuriums, Bulbs, Planting Materials and other

live plants besides a significant contribution from dry flowers. The USA is the

largest importer of lndian floricultural produce and dry flowers, followed by

Netherlands, Germany, Japan, U.K.. Italy, France, Australia and Singapore.

lndian floriculture industry has gone through two distinct phases. The

first phase starting from 1991-1997 was a learning phase where a high rate of

dependency, on imported technology, medium, auction marketing and buy back

systems, was visible. The second phase starts from 1997 to date is characterised

by remoulding the adopted technology to suit to the lndian needs, venturing into

direct marketing, popularisation of scientific methods of cultivation and marketing

techniques, good export growth, value realisations, synchronization of product and

marketing strategies and aggressive efforts to capture a high market share in the

international market.

The global floriculture trade has been expanding on an average rate

of 15 per cent per annum, whereas in India the annual growth rate is estimated to

fluctuate around 7 to 8 per cent. The domestic market, which was predominated by

the traditional flowers like, marigold, chrysanthemum, roses, jasmine, etc., has

started absorbing cut flowers like Orchids and Anthuriums to a significant extent is

a positive indication of the gaining popularity of these flowers over the traditional

flowers in the country. Now the metropolitan localities like Delhi, Mumbai and

Calcutta consume more than a lakh flowers per day, of which the contribution of

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Orchids and Anthuriums as an item of internal decoration, flower arrangements

and bouquet making is significantly high. A considerable share of the Orchid and

Anthurium flowers consumed in these metropolitan cities are brought either directly

from Kerala, or through the major auction centre at Bangalore.

Indian floriculture industry is poised to adopt innovation in packing of

cut flowers by adopting 'aqua packs' and refrigerated containers, for enhancing the

vase life of cut flowers. Hitherto these innovative methods of packing was not

popular in the country due to the increased need of cargo space in vertical

standing posit~on and the lack of logistic support as is adopted widely in agri-

exporting countries like Israel, Netherlands, etc.

Though India has a high potential to grow a wide array of cut flowers,

especially Orchids and Anthuriums, nearly 90 per cent of the established units are

concentrating on roses due to its high demand and returns compared to other

traditional flowers. Conditions prevailing in the coastal belt, especially in the State

of Kerala, congenial for the cultivation of the non traditional money spinning cut

flowers like Orchids and Anthuriums. These plants have the potential for fetching

very high rate of returns to the cultivators when compared to the traditional flowers,

except the high cost of planting materials due to the inadequacy of biotechnology

labs capable of mass multiplying these plantlets on a commercial basis through the

in vitro propagation techniques. The Government of lndia is providing various

financial assistance a r~d incentives to the companies involved in the sphere of

biotechnology. Several companies have emerged in lndia by taking advantage of

the high priority accorded by the Government of lndia for the popularisation of

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high-tech agriculture. Companies like 'De Orchids and Anthuriums' in Mumbai,

'Eden Flora' in Bangalore, 'Vogel's India' in Mangalore, 'Natural Synergies' in

Chennai, 'AVT' Cochln, 'Ajlnthya BIO-Tech' Thalssery, 'Bio-plant' Palakkad, 'Beena

Nursery' Thiruvananthapuram, 'Kairaly Orchids' in Cochin, 'Hafi Orchids' in Cochin,

'Nath Seeds' in Aurangabad, 'Indo-American Hybrid Seeds Corporation', lndo

American Hybrid Seeds Corporat~on' in Bangalore, etc., are some of the leading

companies involved in the mass multiplication, hardening and marketing of

.Anthurium plants and Orchids.

MARKETING CHANNELS OF ORCHIDS AND ANTHURIUMS

In Kerala marketing of Orchids and Anthuriums are carried out more

or less in a similar way. Many of the wholesalers, commission agents, retail traders

and cut flower societies, etc., are involved in the marketing of both these

categories of cut flowers, depending upon the availability and demand of flowers.

The marketing net work of cut flowers like Orchids and Anthuriums in Kerala

comprises wholesalers, cut flower societies, retailers and commission agents in the

State and also the wholesalers, retail florists, beauty parlours, interior decorators in

the terminal markets outside the State. A diagrammatical representation of the

marketing channels ot cut flowers in Kerala is exhibited in Fig. - XI.

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Fig. X1 MARKETING CHANNEL OF ORCHID AND ANTHUMUM FLOWERS

l=------ l--1

WHOL AL !S

TRANSPORTATION

RETAIL FLORISTS

I I

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At present there are 18 wholesalers, 7 cut flower societies, 245

retailers and 56 commiss~on agents in Kerala. Details regarding the intermediaries

involved in the marketing of cut flowers are given in Table NO. 7.1

Table No. 7.1 Details regarding the Intermediaries involved in the Cut Flower Trade in Kerala ate go^!

No. C ---- l Wholesalers .-C- -

2 Cut flower societies 3 Retailers . -~ ~

4 Commission ABents --_ Total

. ~- 326

Source: Field Survey.

The Field Investigation reveals that there are 9 bio-technology units

in the Private sector, 1 Agricultural University and 2 Research Centres for catering

to the needs of the cultivators of cut flowers in Kerala. Details regarding the

number of biotechnology labs in the public and private sector in Kerala are

depicted in Table No. 7.2 and Table No. 7.3 respectively

Table No. 7 2 Details of Bio-technology Labs in Kerala

r - q - Types of Institutions -- --.----p

Sector Institutions Sector Institutions

) Total

Numbers

3 9

I No.

L - 12 Source: Field Survey.

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Table No. 7.3 Table showing the names of major institutions in Kerala, which have involved in the mass multiplication and marketing of Orchids - and Anthuriums.

(SI.r~-.. -

Government and 1 le Institutions

Spices Board .

Tropical Botanical 1 2 1 Garden and Resea" 1 Ajinthya Bio-tech Thalassery 1 Institute, Palode. Agricultural University,

1 3 / ~el layani, 1 Hafi Orchids Cochin 1 - W

Social Institute of Bio-

C ~-

titute of Bio-

-- Beena Nursery, -p---..

-p--...

Source: Field Survev.

ANALYSIS OF THE MARKETING OF ORCHIDS BY THE CULTIVATORS

Harvesting of Orchids

Harvesting and handling of Orchids are different when compared to

many of our trad~tional floriculture crops. Orchids are grown with a view to get

returns for many years. Hence ha~es t ing , grading, packing and transportation of

these flowers and plants require care from the part of growers. Sometimes, virus

and fungus will spread when these flowers are cut, if it is not done in a scientific

way. The persons involved in harvesting of flowers from individual plants have to

change the blades to go bn to the next plant. These blades can be sterilised and

reused. Other cutting tools and kn~ves should also be put in disinfectants between

the cuttings of flowers from each plant. A solution of Trisodium phosphate or a

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saturated lime solution having a PH value (having a PH value of 12) is ideal for

disinfecting the blades, knives and other cutting tools.

The harvesting of Orchid flowers is done in different ways. The

flowers of Orchids like ~Gattleya and Cymbidium are harvested 3 to 4 days after

opening of flower buds. While the stems of Dendrobium variety of Orchids are cut

when all the florets are almost open. Flowers, which are cut before this period, will

wilt quickly. Immediately after harvesting, the flower spikes should be put in vials or

in plastic buckets contaming water and fitted with plastic covers to protect them

from direct sunlight.

Floral Preservation

The floral preservation is done immediately after the harvesting of

flowers for prolonging the vase life of flowers. The type of floral preservatives and

the quantity required for the preservation differs in the case of Orchid and

Anthurium flowers.

In case of Cymbidium variety of Orchids prepared by adding 1 per

cent sucrose with 200 mg. of 8 HQC / litre of water, while in the case of

Dendrobium variety 4 per cent sucrose is added with 300 mg. of Silver Nitrate (Ag

No3) per litre of water or 4 per cent of sucrose along with 225 mg. of 8 HQC per

litre of water is taken to prepare the preservative solution.

Harvesting and Marketing

Harvesting periods of Orchid flowers also vary to a considerable

extent, depending upon the variety of plants used. Details regarding the peak

harvesting periods of Orchid flowers are exhibited in Table No. 7.4

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Harvesting periods of Orchid flowers differ from variety to variety.

Since most of the Orchid cultivators grow several varieties of commercial

importance and add many new exotic varieties to their plant stock at periodic

intervals to meet the changing tastes and preferences of the consumers, a specific

harvesting period generally applicable to Orchid flowers is very difficult to obtain.

However, the Field Survey carried out among the Orchid cultivators reveals that in

the case of 29 per c:erit of the cultivators, March - May is the peak period of

harvesting of flowers. 21 per cent of the cultivators have reported that October -

December is the peak period of their harvesting of flowers, while 19 per cent of

them have reported it as May - August. January - March and July - October have

been reported as the peak harvesting periods by 14 per cent and 10 per cent of the

cultivators respectively.

Range-wise details regarding average monthly sale of Orchid flowers

in the peak period is given in Table No. 7.5.

Table No. 7.4 Details Regarding Harvesting Periods of Orchid flowers( Peak Period)

~ a r v e z t i n ~ Per~ods .. -

1 March - Ma 2 M a y - Auguit 3 Bctober - December

--- -.-.p

4 July - October 5 Map June -. . 6 J a m - .- March - 7 Tune - September E Source Field Total Survey. 42 2 100 5

Total -

12 8 9 4 1 6

Percentage

29 19 2 1 10 2 14

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Table No. 7.5 Range-wise Details Regarding Average

of Orchid Flowers [Peak Period]

Low - Medium High Total Percentage

W - -- 1 2 2 5

.- - 2 5

.- 5 12 10

3 -- 3 6 -- 4 4 10

4 -- .A-.-- -- 4 10

-- +- 3 3 6

-- 5 5 12 .. -- 4 4 ~- -

10 -- 5 5 12 14 14 42 100

Source: Field Survey.

36 per cent (i.e., 5 out of 14) of the small-scale cultivators (low-

category) have an average monthly sale ranging from 300-400 flowers and in the

case of 29 per cent (i.e., 4 out of 14) of the medium-scale cultivators have an

average monthly sale ranging from 1,000 -1,500 and 1,500 -2,000 flowers each

(Table No. 7.5). In the case of large-scale cultivators 36 per cent (i.e., 5 out of 14)

of them have an average monthly sale of flowers ranging from 4,000-5,000 and

6,000 and above each during peak periods (Table No. 7.5). The table also

indicates that the cultivators who sell flowers ranging from 300 - 400, 4,000 -

5,000 and 6,000 & above come to 12 per cent each. It is also observed that those

who sell flowers ranglng from 400 - 500, 1,000 - 1,500, 1,500 - 2,000, and 5,000

- 6,000 represent 10 per cent each during the peak period. Those who sell flowers

ranging from 500 - 1,000 and 2,000 - 4,000 constitute 6 per cent each. The

cultivators who sell flowers ranging from l00 - 200 and 200 - 300 represent 5

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per cent each and those who sell less 100 flowers constitute only 2 per cent of the

total.

Range-w~se details regarding average monthly sale of Orchid flowers

in the lean period is given in Table No. 7.6

Table No. 7.6 reveals that of the number of Orchid cultivators who sell

100 to 200 and 15,OO -- 2,000 flowers per month represent 14 per cent each , while

those who effect an average sale ranging from 4,000 - 5,000 flowers constitute 12

per cent of the total. The number of cultivators who sell he flowers between 2,000

-- 4,000, 1,000 - 1,500, 200 - 300 and less than 100 represent 10 per cent each. 8

per cent of the cultivators sell between 400 - 500 flowers during the lean period.

The table also reveals that the number of cultivators who market their flowers

between 500 -- 1,000 and 5,000 - 6,000 comes 4 per cent each. Only 2 per cent of

the cultivators market above 6,000 flowers during the lean period. Majority (43 per

Table No. 7.6 Range-wise Details Regarding Average

[Lean Period]

..

4 1 3 2

- - 4 4 --

L- --

~p-- !- Total l 14 14 L . . .

Source: Field Survey

High

-- -- ..

..

-- ..

-- 2 --

4 5 2 1 p

14

Total .- 4 6 4 1 3 2 4 6 - 4 5 2 1

42

Percentage

10 14 10 2 8 4 10 14 10 12 4 2

100

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cent, i.e., 6 out of 14) of the small-scale (low-category) cultivators are observed to

have an average monthly sale of l00 to 200 flowers. The medium-scale cultivators

who sell flowers between 1,000 - 1,500 and 1,500 - 2,000 constitute 29 per cent

(i.e., 4 out of 14) each. 36 per cent (i.e., 5 out of 14) of large-scale (high-category)

cultivators have monthly sale ranging from 4,000 to 5,000 flowers during the lean

period.

Range-wise details regarding average monthly sale of Orchid plants

in the peak period 1s given in Table No. 7.7.

36 per cent (i.e., 5 out of 14) of the small-scale cultivators (low-

category) have an average monthly sale ranging from 100-150 plants and in the

case of 50 per cent (i.e.. 7 out of 14) of the medium-scale cultivators and 57 per

cent (i.e., 8 out of 14) of the large-scale cultivators, the average monthly sale

during peak periods come to 500 to 1,000 plants and 1,500 to 2,000 plants

respectively (Table No. i7.7). The Table also shows that 19 per cent of the total

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numbers of cultivators have an average sale of 1,500 to 2,000 plants per month.

16 per cent of the total numbers of cultivators surveyed are reported to have an

average sale of plants ranging from 500 - 1,000 per month during the peak period,

while 12 per cent of the cultivators are reported to have a monthly sale ranging

from 100 - 150 plants. The table also reveals that those who sell less than l00 and

between 400 - 500 plants during peak period represent 10 per cent each. Those

who sell plants ranging 150 - 200, 300 - 400,1,000 - 1,500, and above 2,000

represent 7 per cent each and 5 per cent of the cultivators sell between 200 - 300

plants during peak period

Range-wise details regarding average monthly sale of Orchid plants

in the lean period is given in Table No. 7.8

Table No. 7:8 reveals that during the lean period, 24 per cent of the

total number of Orchicl cultivators sell 100 - 150 plants per month, on an average,

while those who effect an average sale ranging from 400 to 500 plants constitute

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20 per cent each of the total. The table also reveals that 12 per cent of the

cultivators sell 500 -1000. Those who sell less than 100 and between 1,000 and

1,500 plants constitute! 10 per cent each. The cultivators who sell plants ranging

from 300 - 400 and 1,500 - 2,000 represents 7 per cent each. It is also observed

that the cultivators who sell between 200 and 300 and above 2,000 plants Gome 4

per cent each. Only 2 per cent of the cultivators are reported to have a sales

ranging from 150 - 200 plants per month during the lean period. 71 per cent (i.e.,

10 out of 14) of the small-scale (low-category) cultivators are observed to have an

average monthly sale of 100 - 150 plants. 57 per cent (i.e., 8 out of 14) of the

medium-scale cultivators and 36 per cent (i.e., 5 out of 14) of the large-scale (high-

category) cultivators have a monthly sale ranging from 400 - 500 plants and 500 -

1,000 plants respectively.

Area - wise details ot marketing of Flowers by the Orchid cultivators

are given in Table No. 7.9

Table No. 7.9 Details Regarding Marketing of Orchid Flowers

r y - 7 I I I

( Place of Market Low

14 -- -.

--

-- -- 14

Medium High ?j Total / Percentage I

Source: Field Survey

Majority (45 per cent) of the Orchid cultivators sell their flowers in the

near by areas. Those who market their flowers out of the state account for 24 per

cent of the total. Cultivators who market their produce within the district and those

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who sell the same within the State represent 21 per cent and 10 per cent

respectively. None of the respondents are involved in exporting their flowers or

plants to foreign countries.

Details regarding the marketing of plants by the Orchid cultivators are

presented in Table No. 7.10

Table No. 7.10

-- -- .

76 per cent of the total number of Orchid cultivators sell their plants in

the near by areas, while 19 per cent of them market their plants within the district.

Only 5 per cent of the cultivators sell their plants outside the district but within the

state. None of the cultivators surveyed are involved in the sale of plants outside the

state or export the same to foreign countries.

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Cultivators of Orchid plants sell their produce in different value added

torms. The main forms of market~ng their produce are analysed and ranked in the

order of their priority by means ol scoring technique. The results of the analysis are

given in Table No. 7.1 1 and a diagrammatical representation of the same is given

in Fig. XII.

Table No. 7.1 1 Ranking of Preferences of Orchid cultivators in the case of Sale of Produces - in d~fferent value-added forms

Source: Field Survey

SI. Different forms of No. value added items

Ranking ot the items marketed by the Orchid growers in the order of

their preferences reveals that cut flowers assume the first rank (36 per cent),

followed by plants (30 per cent) and in other forms (10 per cent) such as mother

plants, kiekies, dried flowers, flower arrangements, etc.

Aggregate Weighted Score

144 122

36 30

Ranks

1 2

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Fig. - XI1 VARIOUS FORMS OF VALUE-ADDED ITEMS MARKETED BY ORCHID

CULTIVATORS

I CUT FLOWERS PLANTS BOUQUETS oOTHERS 1

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Table No. 7.12 represents the ranking of various agencies to whom

the produces are marketed by the cultivators. Ranking of the preferences by

Orchid cultivators in marketing the~r produces are also seen in Fig. XIII.

Table No. 7.12 Ranking of preferences of Orchid cultivators in the case of sale of

Ranking of the preferences of the Orchid cultivators towards various

3 4

agencies in marketing their produces indicates that direct sale to consumers within

the state assume the first rank (25 per cent), followed by flower marts, hotels and

Sale through agents Cut flower society Direct sale to agents in nthnr States

other institutions (24 per cent), sale through agents (17 per cent), cut flower

societies (1 5 per cent), direct sale to agents in other states (1 2 per cent) and direct

131 121

98

sale to consumers in other states (7 per cent).

17 15

12

3 4

5

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Fig.- Xlll METHODS OF MARKETING OF ORCHID FLOWERS

- -~

Direct Sales to Consumers within the State

- 1 Sales to Flower martsMotelslOther Institutions B Sales through Agents 1 Sales to Cut flower Society , Direct sale to Agents in other states I Direct sale to Consumers in other states

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Details regarding the regularity of Sales of the Orchid cultivators are

presented in Table No 7.13

88 per cent of the Orchid cultivators are able to sell their produce on

Table No. 7.1 3 Details regarding . the Cult~vators who make Sale of Orchids

a regular basis, while 1% per cent of them are not in a position to effect sales on a

regular basis (Table No. 7.13). It IS also observed that among the cultivators, those

Category Low Medium - - -- -- -

Cultivators who 13

basis

4 1

v- Total

L. -p-.--_--.- . 14 14

who find it difficult to sell their produce on a regular basis are the small-scale

Source: Field Survey.

Total

37

5

42

High

14

--

14

Details regarding the frequency of sale of flowers by the Orchid

Percentage

88

12

100

cultivators are given in Table No. 7.14

Table No. 7.14 Details Reaarding the frequency of sale of Orchid Flowers

- 1~

Low l

2 ---pp ,-~~

7 +.-~~ 1 +--

4 14 - ~ ~ p p A

Source: Field'survey.

High

9 3 2 -- -~ 14

Medium

4 6 3 1 .-

14

Total

15 16 6 5

42

Percentage

36 38 14 12

100

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37 out of the 42 Orchid cultivators surveyed are involved in regular

supply of flowers. This comes to about 88 per cent of the total cultivators covered

under the study. Among the cultivators surveyed, majority (38 per cent) of them is

selling the flowers on a fortnightly basis and 36 per cent of the cultivators market

their products on a weekly basis. It is observed that 14 per cent of the cultivators

are in the practice of selling their flowers on monthly basis. Only 12 per cent of the

growers are occasionally selling the flowers.

Table No. 7.15 presents the details regarding the frequency of sale of

plants by the Orchid cultivators

'Table No. 7.15 reveals that 52 per cent of the cultivators are able to

sell their plants occasionally. 36 per cent of them are making sales on monthly

basis. Only 12 per cent of the cultivators who regularly sell their plants are doing

the same on fortnightl,~ basis.

Classification of Orchid cultivators on the basis of price fixers of Orchid

plants is glven in Table No. 7.1 6

Table No. 7.15 of sale of Orchid Plants

Medium

-- -----p -.

2 I 3 4

&- . . -p-- b 4 8 Total

L ---..----.----p .~~ 14 Source: Field Survey.

Total

-- 5 15 22 42

High

-- 2 8

- 4 14

Percentage

-- 12 36 52 100

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Table No. 7.1 6 C;lassification of Orchid cultivators on the basis of Price Fixers of Orchid Plants

Fixers of Price

-- Total

~~ ~~ -p-p-- ~

Source: Field Survey.

In majority (81 per cent) of the cases, it is observed that Orchid

cultivators are the ultimate fixers of prices of their plants because in the case of

plants, consumers directly approach them for their needs. In case of plants, the

risk of unsold stock of plants IS also insignificant. These enable the cultivators in

directing the price of the plants. In 14 per cent of the cases consumers happened

to be the fixers of prices of plants, while in 5 per cent of the cases middlemen or

brokers determine the prices of Orchid plants.

Table No. 7 17 presents details of Orchid cultivators on the basis of

the persons who fix the prices of Orchid flowers

Table No. 7.1 7 Classification of Orchid cultivators on the basis of Price Fixers of Flowers

Price Fixers

~

-- ,

6 ! Others -- F--'---- Total P

1- . ... -__ Source: Field Survey.

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In majority (57 per cent) of the cases traders play a dominant

role in the fixation of prices of Orchid flowers. Other price fixers of Orchid flowers

are cultivators themselves, which account for 31 per cent, followed by

middlemenlbrokers and cut flower societies, which constitute 7 per cent and 5 per

cent respectively. Consumers have an insignificant role in the fixation of prices of

Orchid flowers.

The price obtained by Orchid cultivators for their produces like Plants

and Flowers depends on several tactors. The major factors determining the price

of the Plants they market are analysed and prioritised by means of scaling

technique. The results of the analysis are presented in Table No. 7.18

Table No. 7.18 Ranking of the Factors affecting the Price of Plants marketed

Aggregate Weighted Score

128 68 57 55

308 Source: ~ i e l d Survey,

Hank~ng of the factors determining the price of plants marketed by

the Orchid cultivators in their order of preferences, indicates that the imported

varieties assume the first rank due to the exotic nature and high demand for

flowers (42 per cent) when compared to other factors. The Extent of growth of

plants assumes the second rank (22 per cent) due to the short duration for

flowering, followed by indigenous varieties (19 per cent) due to its low susceptibility

to diseases. Other factors (17 per cent) such as easy availability of the plants,

42 22 19 17

100

Ranks

1 2 3 4

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reputation of the seller, price of the plants, demand for flowers, etc., assume the

lowest rank in order of their preference

Price fetched for flowers by the cultivators also depends on various

factors. Important factors determining the price of flowers as prioritised by the

cultivators are analysed by means of scoring technique and the results of the

analysis are presented in Table No. 7.19 and a diagrammatical representation of

the same 1s shown in Fig. - XIV.

Table No. 7.1 9 Ranking of the Factors affecting the Price of Flowers marketed

tivators - Jgregate l Percentage l Ranks 1

r h t n r l Cenro

the orchid cull m o a c t o r s e c t i n q the I A!

Source: Field Survey.

Major factors ~nfluencing the price of flowers marketed by the

Orchid cultivators, ranked in their order of preferences, reveal that the Number of

flowers per spike assume the f~rst rank (26 per cent), followed by the Colour of

flowers (23 per cent). Length of sp~ke (20 per cent), Shelf life (15 per cent), Extent

of blooming of flower buds (1 1 per cent) and other factors (5 per cent) like changes

in tastes and prefererlces of consumers, seasonal nature of the market, frequency

of ceremonial occasions and Government sponsored programmes, etc.

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Fig.- XIV FACTORS D,ETERMlNlNG THE PRICE OF ORCHID FLOWERS

L

Number of Flowers

Length of Spikes

4 Colur of Flowers

Shelf Life l Extent of Blooming of Flower Buds Others 0

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Table No. 7.20 presents the extent of seasonal variations affected by

Orchid cultivators in marketing the~r produce

From Table No. 7.20, it is evident that majority (77 per cent) of

the Orchid growers are not affected by the seasonal variations in marketing their

produce, while those who are affected by seasonal variations constitute 33 per

cent of the total. Small scale and the medium scale cultivators are least affected by

the seasonal variatioris in marketing their produce because a majority of these

categories of cultivators are cor~tlnuing the marketing of their produces to local

flower market. interior decorators, beauty parlours, persons and firms involved in

flower arrangements and bouquet making within the State only. Hence they do not

face any marketing problems due to the seasonal variations. But in the case of

large-scale cultivators, the market destinations are situated outside the State

where there is a wide fluctuation in the demand for flowers due to the seasonal

variations consequent upon the upsurge in demand for the flowers during the

festival and ceremonial occasions.

Table No. 7.20 Classification of Orchid Growers on the basis of Seasonal Variations

Cultivators who arep affected by seasonal variations - . .

,variations -.--p-- ~

Total source: Field Survey.

Low

..

14

14

Medium

4

10

14

High

10

4

14

Total

14

28

42

Percentage

33

77

100

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Classification of Orchid cultivators on the basis of demand for their

flowers during the peak period is given in Table No. 7.21.

Table No. 7.21 Classification of Orchid cultivators on the basis of Demand for Flowers during .- Peak Period

-- -- -- -- -- --

~--A - 2 2 5

Total --p-.-----..----- ~- 14 14 14 42 100 A

Source: Field Survey,

Majority (57 per cent) of Orchid cultivators are marketing their flowers

during the months ot February and March. 29 per cent of the growers sell the

flowers during April and May and 9 per cent of the growers sell flowers during

December and January. Only 5 per cent of the cultivators sell the flowers during

September and December.

Classification of Orchid cultivators on the basis of demand for their

plants during the peak period is given in Table No. 7.22

Table No. 7.22 Classification of Orchid cultivators on the basis of Demand for Plants durin Peak Period

E~?P~~O~S 1~~ ~ - - - 1 JWPedium I High 1 Total I Percentage I

December -- Januav --

5

---p--. 8

source: Filed Survey.

-- -- -- ~p

9 3 12

-- -- -- 9 5 14

-- -- -- 23 11 34

-- -- -- 68 32 100

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It is observed that 68 per cent of Orchid cultivators market their

plants during the months of June to August and 32 per cent of them sell the flowers

during September and December

Table No. 7.23 exhibits the details regarding the Technical

assistance given by the Orchid cultivators to new growers of Orchid plants.

71 per cent of the respondents have opined that they provide

Table No. 7.23 Classification of Orchid cultivators on the basis of Technical Assistances

technical ass~stance to new growers of Orch~d plants, while those who do not give

p~- -

Low Medium -p--.. ... ~

Cultivators who give Technical Assistance to New Cultivators 9

7 5

.- -. . .. - 14 ~p - ~p 14

any sort of technical assistance to the new entrants in this field constitute 29 per

cent of the total

Source: Field Survey.

Details regarding the Type of Technical assistance given by the

Percentage

71

29

100

High

14

--

14

Orchid cultivators to new cultivators are shown in Table No. 7.24.

Total

30

12

42

Table No. 7.24 Details regarding the Types of Technical Assistance Given by -- Orchid Cultivators to New Cultivators SI. No. 1 2

- 3 4

Technical Help ~ -

Supply of Plants Guidarlce for Cultivation ~ o z a l e of thzr Produce Others

----.-.---pp ~~p-- -p~

Total ~

Low

2 3 2 --

p--.----

Source: Field Survey. 7

Medium

3 4 2 -- 9

High

9 2 3 --

Total

14 9 7 --

14 30

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All the large-scale (high) cultivators Surveyed provide technical

assistance in several ways such as Guidance of cultivation, selection and supply of

plants having high market potential and assistance for the sale of their plants and

flowers. The large-scale cultivators give guidance as to the source of availability of

planting materials to new cultivators besides the dissemination of information on

the Orch~d cultivation. Some of the small-scale (low) and medium-scale

cultivators have also been observed as rendering services as mentioned earlier as

evident from Table No. '7.24.

A range- wise classif~cation of the Orchid growers on the basis of the

monthly Net Income is depicted in Table No. 7.25

Table No. 7.25 Classification of Orchid cultivators on the basis of

Source: Field Survey.

From Table No. 7.25, it is discernible that 21 per cent of Orchid

cultivators earn an average monthly net income of less than Rs.500, while those

who get a monthly net income ranging from Rs.5000-Rs.10, 000 constitute 20 per

cent of the total. The Orchid cultivators whose monthly net income ranging from

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Us. 15,000- Rs. 30,000 account for 15 per cent and those whose monthly net

i~come ranges from Rs.2,000 to Rs. 5,000 and Rs. 30,000 to Us. 60,000 constitute

9 per cent each. Only 2 per cent of Orchid cultivators earn a monthly net income

exceeding Rs 90,000. It is also observed during the investigation that there is a

wide variation with regard to the monthly net income among various categories of

cultivators depending upon the methods of cultivation they adopt. The variation in

the monthly net incomes of the large-scale cultivators is very high when compared

to medium and small-scale cultivators.

Grading of Orchid Flowers

As in the case of other floricultural items there are no standardised

grades fixed for Orchid flowers. Prices of Orchid flowers are generally determined

in the market on the basis of the size and variety of flowers. Primarily the grower

makes the procurement of flower and in certain cases procurement and grading is

done in the local market. The process of procurement and grading often vary from

state to state arid also from countly to country. In general grading is done mainly

on the basis of the length of the flower spikes, number, size and colour of flowers

on the spike. A rninimum number of 8 flowers per spike are required for selling the

produce in the national or internat~onal market. In some cases the traders also give

due weightage to the number of lateral bracts for the inflorescence at the time of

orocurement of flowers.

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Packing of Orchid Flowers

Packing of Orchids and Anthuriums is also different. Various methods

of packing are adopted in the case of Orchid flowers. The method of packing

depends upon the variety of flowers. Cymbidium flowers, for instance, are often

packed as 100 flowers in a box, while Cattaleya flowers ate packed in standard

tlorist boxes. Tubes are usually taped to the bottom of the box and shredded wax

paper is pasted around the flowers to protect the sepals and petals in transit.

Hawaiian Dendrobium variety of Orchid flowers are packed as 14 dozen sprays per

box having a standard size of 75 X 25 X 17.5 cms. The sprays actually have to be

compressed in order to put the lid on the boxes. When the flower box is opened in

the terminal market, the sprays due to the special type of packing, spring back to

their uncompressed state.

Storage of Orchid Flowers

Since most of the Orchid flowers have long lives on the plants, up to

3 or 4 weeks, cultivators often leave them on the plants until they are needed.

When the flowers are cut, they can be stored wet at 7 O C to 10 O C up to two

weeks. Temperatures lower than the 7 C lead to browning and necrosis of

flowers. If the flowers are not at their peak time of maturity then the storage time

will be less

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ANALYSIS OF THE MARKETING OF ANTHURIUMS BY THE CULTIVATORS

Harvesting of Anthurium flowers

Harvesting periods of Anthurium flowers also vary to a considerable

extent, depending upon the variety of plants used as in the case of Orchids. In

case of Anthuriums the flower stems are harvested when three fourth of the

flowers on the spadix are almost fully developed and the flower stem is sufficiently

hardened. The flower stems need to be placed immediately in vials or in plastic

buckets containing water as in the case of Orchid flowers.

Floral Preservation

In case of Anthurium flowers, an initial floral treatment is carried out by

dipping the flower spikes in 170 rng. of Silver Nitrate per litre of water for 10

minutes at the room temperature or the flowers are dipped in a preservative

solution prepared by adding 1 per cent sucrose with Sodium Hypo chloride (73

PPM). A solution made of 1 per cent sucrose together with Benzoic acid (500

PPM) is also found to have reported as equally well as the floral preservative

mentioned above by the cultivators and traders of Anthurium flowers. These

solutions enable to extend the vase lives of flowers to a considerable extent.

Details regarding the peak harvesting periods of Anthurium flowers

are exhibited in Table No. 7.26

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'Table No. 7.26 Details Regarding Harvesting Periods of

1 4 1 Februay- April

k-- TUGI L _---p- _-

5 September- May 100

Source: Field Survey.

Harvesting periods of Anthurium flowers differ from variety to variety.

Since most of the Anthurium cultivators grow several varieties of commercial

importance and add many new exotic varieties to their plant stock at periodic

intervals to meet the changing tastes and preferences of the consumers, a specific

harvesting period generally applicable to Anthurium flowers is very difficult to

obtain. However, the Field Survey carried out among the Anthurium cultivators

reveals that in the case of 40 per cent of the cultivators, November to April is the

peak per~od of harvesting of flowers. 29 per cent of the cultivators have reported

that July to February is the peak period of their harvesting of flowers, while 17 per

cent of them have reported it as June to September. February to April and

September to May are reported as the peak harvesting periods by 9 per cent and 5

per cent ot the cultivators respectively.

The production of Anthurium flowers will also be sluggish during

certain periods and it also differs from variety to variety. Information elicited from

the Anthurium cultivators 'regarding their lean harvesting periods is presented in

Table No. 7.2'7

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Table No. 7.27 Details Regarding Harvesting Periods of Anthuriurn flowers ( Lean Period)

r 6 ~ 7 - 7 l l 1 1 I Harvesting Per~ods 1 Total 1 Percentage 1 L - -- - -

Total - -- -- -- , 42 100 Source: Field Survey.

Analysis of the lean harvesting period of Anthurium cultivators

indicates that February to July is the lean period of harvesting of flowers in the

case of 33 per cent of the cultivators. 21 per cent of the cultivators have opined

that June to September is the lean period of their harvesting of flowers, while 19

per cent of them have reported it as August to November. May to July is reported

by 17 per cent of the cultivators as their lean period of harvesting. March to August

and November to January are reported by 5 per cent each of the cultivators.

There is also a wide variation in the monthly average sale of

Anthurium flowers during the peak and lean periods. It ranges from a minimum

level of 300 flowers per month in ihe case of small-scale (low-category) cultivators

to as high as 10,000 flowers and above in the case of a large-scale (high-category)

cultivators.

flange-wise details regarding average monthly sale of Anthurium

flowers in the peak period is given in Table No. 7.28.

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57 per cent (i.e., 8 out of 14) of the small-scale Anthurium cultivators

(low-category) have an average monthly sale ranging from 400-500 flowers and in

the case of 36 per cent (:i.e., 5 out of 14) of the medium-scale cultivators and 29

per cent (i.e., 4 out of 14) of the large-scale cultivators, the average monthly sale

during peak periods come to 4,000 to 5,000 flowers and more than10,OOO flowers

respectively (Table No. 7.28). The Table also indicates that 19 per cent of the

total numbers of cultivators have an average sale of 400 to 500 flowers per month.

11 per cent of the total number of cultivators s ~ ~ e y e d are reported to have an

average sale ot flowers ranging from 4,000 to 5,000 flowers per month during the

peak period, while 10 per cent each of the cultivators are reported have a monthly

sale ranging from 500 tol,000 flowers, 2,000 to 4,000 flowers, and 10,000 flowers

and above respectively.

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Range-wise details regarding average monthly sale of Anthurium

flowers in the lean period is given in Table No. 7.29.

Table No. 7.29 Range-wise Details regarding Average Monthly

~

Source: Field Survey.

'Table No. 7.29 reveals that 22 per cent of the total number of

Anthurium cultivators sell 400 to 500 flowers per month, on an average , while

those who effect an average sale ranging from 2,000 to 4,000 flowers and 5,000

to 6,000 flowers per month constitute 17 per cent and 14 per cent respectively.

Majority (57 per cent) of the small-scale (low-category) cultivators are observed to

have an average monthly sale of 400 to 500 flowers. 36 per cent of the medium

scale cultivators and 43 per cent of large-scale (high-category) cultivators have

monthly sale ranging from 1,500 to 2,000 flowers and 5.000 to 6,000 flowers

respectively.

Range-wise details regarding average monthly sale of Anthurium

plants in the peak period is given in Table No. 7.30

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43 per cent (i.e., 6 out of 14) of the small-scale cultivators (low-

Table No. 7.30 Range-wise Details regarding Average Monthly Sale of Anthurium Plants :Peak Period]

category) have an average monthly sale ranging from 400-500 plants and in the

case of 57 per cent (i.e., 8 out of 14) of the medium-scale cultivators and 29 per

- Ranges j Low Medium

1 -- ,.. -- 1 --

_1- -. 2 -- 4 -- 6 .~ 1

5 ~-P,.. . -.

8 .P-. -- ..

-- +- --

- - ~- + - - ~

Total - 14 -. 14

cent (i.e., 4 out of 14) of the large-scale cultivators, the average monthly sale

Source: Field Survey.

Total

1 1 2 4 7 5 8 1 4 3 4 2

42

High

-- -- ..

-- -- -- -- 1 4 3 4 2 14

during peak periods come to 1.000 to 1,500 plants and 4,000 to 5,000 plants

Percentage

2 2 5 10 16 12 19 2 10 7 10 5

100

respectively (Table No. -7.30). The Table also indicates that 16 per cent of the total

numbers of cultivators have an average sale of 400 to 500 plants per month. 19

per cent of the total number of cultivators surveyed are reported to have an

average sale of plants ranging from 1,000 to 1,500 plants per month during the

peak period, while 10 per cent each of the cultivators are reported to have a

monthly sale ranging from 300 to 400 plants, 2,000 to 3,000 plants and 4,000 to

5,000 plants respectively

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Range-wise details regarding average monthly sale of Anthurium

plants in the lean period is given in Table No. 7.31.

Table No. 7.31 Range-wise details regarding Average Monthly

Source: Field Survey.

Table No 7.31 reveals that during the lean period, 16 per cent of the

total number of Anthuriuni cultivators sell 400 to 500 plants per month, on an

average , while those who effect an average sale ranging from 300 to 400 plants

and 500 to 1,000 plants per month constitute 14 per cent each of the total. 36 per

cent (i.e., 5 out ot 14) each of the small-scale (low-category) cultivators are

observed to have an average monthly sale of 50 to 100 plants and 150 to 200

plants during the lean period. 43 per cent (i.e., 6 out of 14) of the medium scale

cultivators and 36 per cent (i.e., 5 out of 14) of the large-scale (high-category)

cultivators have a monthly sale ranging from 300 to 400 plants and 500 to 1,000

plants respectively.

Area wise details ot marketing of Flowers by the Anthurium

cultivators are given in Table No. 7.32

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Majority (38 per cent) of the Anthurium cultivators sell their

Table No. 7.32 Details Regarding Marketing of Anthurium Flowers

flowers in the near by areas. Those who market their flowers out of the State

p-----

Place of Market Total p

Near by Areas 16 ~~~~~~. -.p-- ~~

2 Within the District 7 --p-

3 Within the ~~ State 8 4 Out of the State 11 5 -n Countries --

~ o i a l --pp-. .- ---- 42

account for 26 per cent of the total. Cultivators who market their produce within the

Percentage

38 17 19 26

- W

100

State and those who sell the same within the district represent 19 per cent and 17

Source: Field Survey.

per cent respectively

[)etails regarding the marketing of plants by the Anthurium cultivators

are presented in Table No. 7.33

Table No. 7.33 Details Regarding Marketing of Anthurium Plants

Place of Market Total Percentage

22 52 24

6 15 9 --

42 100 Source: Field Survey.

52 per cent of the total number of cultivators sell their plants in the

near by areas, while 24 per cent of them market their plants within the District.

Only 15 per cent of the cultivators sell their plants outside the district but within the

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State. The cultivators surveyed are involved in the sale of plants outside the State

are come to 9 per cenl.

Cultivators of Anthurium plants, sell their produce in different value

added forms. The main forms of marketing their produce are analysed and

ranked in the order of their priority by means of scoring technique. The results of

the analysts are given in Table No. 7.34 and a diagrammatical representation of

the same is represented in Fig. - XV.

Table No. 7.34 Ranking of Preferences of Anthurium cultivators in the case ot Sale of Produces in different value-added forms

p

Hank~ng of the items marketed by the Anthurium growers in the order

4 l Others

of their preferences reveals that cut flowers assume the f~rst rank (38 per cent),

followed by plants (30 per cent), bouquet (22 per cent) and in other forms (10 per

cent) such as mother plants, for flower arrangements, etc.

42 Grand Total

10 4

Source: Field survey. 41 1 100

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Fig. - XV VARIOUS FORMS OF VALUE-ADDED ITEMS MARKETED

BY ANTHURIUM CULTIVATORS

CUT FLOWERS -. ANTS-. BOUQUET-, OTHERS I

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Table No. ;'.35 presents the ranking of various agencies to whom the

produces are marketed by the cultivators. The preferences by Anthurium

cultivators in Ranking of marketing their produces to whom are presented in Fig. -

XVI.

Table No. '7.35 Ranking of references of Anthurium cultivators in the case of sale of f~owkrs

Source: Field Survey.

Hank~ng of the preferences by the Anthurium cultivators towards

various agencies in marketing their produces indicate that direct sale to consumers

within the state assume the first rank (26 per cent), followed by sales through

flower marts, hotels and other inst~tutions (21 per cent). Cut flower societies (18

per cent), sale through agents (17 per cent), direct sale to agents in other state (1 1

per cent) and direct sale to consumers in other states (7 per cent) are the other

modes of sale of Anthuriunl flowers as reported by the respondents in their order of

preference.

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Fig. - XVI METHODS OF MARKETING OF ANTHURIUM FLOWERS

- - - -

1 Direct Sales to Consumers within the State Sale to Flower mart / Hotels / Other Institution

D Sale to Cut Flower Societies Sale through Agents 1 Direct sale to Agents in other States

L_- 1 Direct sale to Consumers in other States -----l

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Details regarding the regularity of Sales by the Anthurium cultivators

are presented in Table No. 7.36

Table No. 7.36 Details reaardina the Anthurium Cultivators who makes Sale at

Cultivators who make p g I l ,31 ~ 1 4 ~ ~ 1 :I 1 sales on a rxu lar basis Cultivators who do not ..

make sales on re ular basis - -- Total ~- ~

14 14 14 42 100 Source: Field Survey.

car G s i s -

90 per cent of the Anthurium cultivators are able to sell their produce

Category No. ..--

on a regular basis, while 10 per cent of the cultivators are not in a position to effect

sales on a regular basis (Table No. 7.36). It is also observed that among the

High

cultivators, those who find it difficult to sell their produce on a regular basis are the

small-scale cultivators.

Total

Details regarding the frequency of sale of flowers by the Anthuriurn

Percentage

cultivators are given in Table No. 7.37

Table No. 7.37

.-p--p--. -pp-- pp

-.--p 5 11 17 40

. . 21 29

-- - -~

3 4 10 Total L 14 14 14 42 100

Source: Field Survey.

.38 out of the 42 Anthurium cultivators surveyed are involved in

regular supply of flowers. Th~s comes about 90 per cent of the total cultivators

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covered under the study. Among these cultivators, majority (40 per cent) of them

are selling the same on a weekly bas~s while those who are marketing the same on

a monthly and on a fortnightly basis constitute 29 per cent and 21 per cent

respectively. Only 10 per cent of the growers are selling the flowers on an

occasional basis

Table No. 7.38 presents the details regarding the frequency of sale of

plants by the Anthuriuni cultivators

Table No. 7.38

Medium High Total Percentage

-- 2 2 4 10 1 3 2 6 14

- - ~ -.-p-

2 1 10 13 31 8 -- - 19 45

Total L- ~

14 14 14 42 100 Source: Field Survey.

Table No. 7.38 reveals that 45 per cent of the cultivators are able to sell the

plants only on an occasional basis. 31 per cent of them are making sales on

monthly basis, while 14 per cent of the cultivators who regularly sell their plants are

doing the same on fortnightly basis. Cultivators who market their plants on weekly

basis come to only 10 per cent of the total.

Classification of Anthurium cultivators based on the prices of

Anthurium plants IS giver) in Table No. 7.39

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Table No. 7.39 Classification of Anthurium cultivators on the basis of Price Fixers of Plants

Fixers of Price ~

p.

Total - ~~ ~

Source: Field Survey.

In the case of price fixation, it is observed that Anthurium cultivators

themselves are the ultimate fixers of prices of their plants because in the case of

plants, consumers directly approach the cultivators for their needs. In case of

plants, the risk of unsold stock of plants is also insignificant. These enable the

cultivators in deciding the price of the plants..

Table No. '7.40 presents details of Anthurium cultivators on the basis

of the persons who fix the prices of Anthurium flowers

Table No. 7.40 Classification of Anthurium cultivators on the basis of Price Fixers of Flowers

I Price Fixers Total Percentage . - ' L L- -- - -

I 2 'Traders L-~-. ..

: L-.- 3 Cut flower Societies I 1 - 4 Consumers ~

5 Middlemen / Brokers !~--t6)thers--' -- m -

CL-.

Total ~ -- 42 100 Source: Field Survey.

In major~ty (57 per cent) of the cases traders play a decisive role in

the fixation of prices of Anthurium flowers. Other price fixers of Anthurium flowers

are cultivators themselves, which also account for 29 per cent, followed by cut

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flower societies and middlemen / brokers which constitute 7 per cent and 5 per

cent respectively. Consumers are found to have an insignificant role in the fixation

of prices of Anthurium flowers. It represents only 2 per cent of the total.

'The price obtained by Anthurium cultivators for their produce like

Plants and Flowers depends on several factors. The major factors determining the

price of the Plants they market are analysed and prioritised by means of scaling

technique. The results of the analysis are presented in Table No. 7.41

Table No. 7.41 Ranking ot the Factors affecting the Price of Plants marketed bv the Anthurium cultivators -

Factors affect~ng the rlce of Anthurlurn Plants

~ ~ $ Z J a r i e t i e s ~ l --

4 lndi enous varieties Others 42

Grand Total 596 100 !Source: Field Survey

1 l 1 Extent of growth -

Hank~ng of the factors determining the price of plants marketed by

the Anthur~um cultivators, in their order of preferences, indicates that the Extent of

growth of plants (32 per cent) assuming the first rank, followed by Size of plants

including the size of pot (25 per cent), Imported varieties (23 per cent), Indigenous

varieties (1 3 per cent) arid other tactors (7 per cent) such as easy availability of the

plants, reputation of the seller, price of the plants, demand for flowers from the

plant sold, low susceptibility of plants to diseases etc.

Price fetched for tlowers by the Anthurium cultivators depends on

various factors. Important factors determining the price of flowers as prioritised by

the cultivators are analysed by means of the scoring technique and the results of

We~ghted Scores

190

Percentage

32

Ranks

1

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the analys~s are presented in Table No. 7.42 and a diagrammatical representation

of the same is represented in Fig. - XVII.

Table No. 7.42 Ranking of the Factors affecting the Price of Flowers marketed by the Anthurium cultivators

Source: Field Survey.

Major factors influencing the price of flowers marketed by the

Anthurium cultivators, ranked in their order of preferences, reveal that the Width of

Spathe assume the f~rst rank (24 per cent), followed by the Stalk length (20 per

cent), Angular difference between Spathe and Spadix (14 per cent), Brightness /

Colour of Spathe (13 per cent), Shelf life (13 per cent), Wrinkles of Spathe (12 per

cent) and other factors 1:4 per cent) like changes in tastes and preferences of

consumers, seasonal nature of the market, frequency of ceremonial occasions and

Government sponsored programmes.

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p-- - -

Fig. - XVII FACTORS INFLUENCING THE PRICE OF ANTHURIUM FLOWERS

~p

Width of Spathe Stalk length

OAngular difference between Spathe and Spadix q Brightness I Colour of Spathe H Shelf Life

Wrin kles of Spathe Others

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Table No. 7.43 presents the extent of seasonal variations affected by

Anthurium cultivators in marketing their produce.

Table No. 7.43 Classification of Anthurium cultivators on the basis of

- Seasonal Variations - in marketing their Produce

Anthurium cultivators who are affected by seasonal variations

; Anthurium cultivators who are not affected

- 1 by seasonal variations Total

~ 42 100 Source: Field Survey.

From Table No. 7.43, it is evident that majority (81 per cent) of the

Anthurium growers are not affected by the seasonal variations in marketing their

products, while those who are affected by seasonal variations constitute 19 per

cent of the total. Small-scale and the medium-scale cultivators are least affected by

the seasonal variations in marketing their produce because a majority of these

categories of cultivators are continuing the marketing of their produces to local

flower marts, interior decorators, beauty parlours, persons and firms involved in

flower arrangements and bouquet making within the State only. Hence they do not

face any marketing problems due to the seasonal variations. But in the case of

large-scale cultivators, the market destinations are situated outside the State

where there is a wide tluctuation in the demand for flowers due to the seasonal

variations consequent upon the upsurge in demand for the flowers during the

festive and ceremonial occasions.

Classification of Anthurium cultivators on the basis of demand for

flowers in the peak period are given in Table No. 7.44.

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Table No. 7.44 Classification of Anthurium cultivators on the basis of Demand for Flowers of Anthurium in Peak Period.

I m, l --

I I I I I I 31. I hln / Periods 1 Low I Medium I High I Total I Percentage I

-- December -January 2 1 l 4 10

- 8 7 7 22 52

.- 4 6 4 14 33 l 4 l .June - August -- -- -- -- --

p

I

Majority (52 per cent) of cultivators are marketing their flowers during

the months of February and March. 33 per cent of the growers sell the flowers

during April and May and 10 per cent of the growers sell flowers during December

and January. Only 5 per cent of the cultivators sell the plants during September

and December.

Classification of Anthurium cultivators on the basis of demand for

plants in the peak per~od are given in Table No. 7.45.

Tat Cla

It is observed that out of 35 cultivators, 66 per cent of them market

their plants during the months of June to August and 34 per cent of the growers

sell their plants during September and December.

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Table No. 7.46 exhibits the details regarding the Technical

assistance given by the Anthurium cultivators to new growers of Anthurium plants

67 per cent of the respondents have opined that they provide

Table No. 7.46 Classification of Anthurium Cultivators on the basis of Technical Assistance

to New - Cultivators

technical assistance to new growers of Anthurium plants. While those who do not

give any sort of technical assistance to the new entrants in this field constitutes 33

Percentage

67

33

100

per cent of the total

~ource%eld Survey.

Category -p-.- - .- - . .-p

Cultivators who give Technical to New Cultivators

Cultivators who donot give ~echnical to New Cultivators

~ o t a l -.

Details regarding the Type of Technical assistance given by the

Medium

8

6

14

Low

7

14

Anthurium cultivators to new cultivators are shown in Table No. 7.47

Table No. 7.47 Details regarding the Types of Technical Assistance Given by Anthurium Cultivators to New Cultivators

-------p.

Source: Field Survey.

High

13

1

14

All the large (High) scale Anthurium cultivators suweyed, provide

Total

28

14

42

technical assistance in several ways such as Guidance for cultivation, selection

and supply of plants having high market potential and assistance for the sale of

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their plants and flowers. Guidance regarding the source of availability of planting

materials, dissemination of information pertinent to the Anthurium cultivation, etc.

Some of the small-scale (low) and medium-scale cultivators have also been

observed as rendering services as mentioned earlier as evident from Table No.

A range-wise classification of the Anthurium growers on the basis of

the monthly Net income is depicted in Table No. 7.48

'Table No. 7.48 Classification of Anthurium cultivators on the basis of Average Monthly Net Income from Anthurium Cultivation -.

Table No: 7.48 reveals that majority (31 per cent) of the Anthurium

cultivators earn an average monthly net income of less than Rs.5000, while those

who get a monthly net revenue ranging from Rs.5000 to Rs.10,000 and Rs.,15,000

to Rs. 20,000 account for 23 per cent and 14 per cent respectively. Those whose

monthly net income ranges between Rs. 10,000 and Rs. 15,000 represent 12 per

cent of the total, while 10 per cent of the cultivators earn a monthly net income of

Income (in Rupees)

Total -

Rs. 40,000 to 80,000. 5 per cent of the total number of cultivators gets a monthly

net income ranging from Rs. 20,000 to Rs. 40,000. Only 5 per cent of the

Source: Field Survey

Total

13 10 5 6 2 4 2

42

Percentage

31 23 12

- 14 5 10 5

100

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Anthurium cultivators surveyed get a monthly net income exceeding Rs 80,000.

The Field Investigation also reveals that the income of the large-scale cultivators is

very high when compared to medium and small-scale cultivators.

Grading of Anthurium Flowers

Grading of Orchid and Anthurium flowers is also different from one

another.

In the case of Anthurium flowers the grading is done mainly on the

basis of the size of the spathe. The recommended minimum spathe size of a

graded variety of Anthurium flower should 8 to 9 centimeters with a stem length of

30 centimeters. The colour and wrinkles of the spathe and the shape of spathe are

also the determining factors in the fixation of prices of flowers. In Europe, grading

and sizing of Anthurium are according to stem length and size of flower. In Hawaii,

the flowers are graded by size, on the basis of the average of length and width of

flowers. The procuring agencies also grade the flowers on the basis of the length

of the spathe and also by considering the length as well as width of spathe. On the

basis of the length of spathe Anthurium flowers are graded into 7 categories, while

on the basis of the length as well as width of spathe these flowers are again

classified into 7 grades.

The Anthurium flowers fetch a unit value ranging from Rs. 5 to Rs. 15

and in except~onal cases these flowers fetch a price as high as Rs. 40 as in the

case of extra super large grade. Table No. 7.49 and 7.50 depicts the European

and American grades and standards of Anthurium flowers.

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Table No. 7.49

Source: ACE AIC arke et Briefs: Anthurium, 2002, p. 9.

Packing of Anthurium Flowers

Table No. 7.50 Grades and Standards for Anthurium flowers

The packing of Anthurium flowers also needs care because the

Grade Names

Extra large Large -- Medium -- Small - Miniature - Peewee Corsage

damage caused to the spathe or spadix will result in lowering of the unit value

Size (Avg. of Length &Width

in Inches) over 6

5-6 4-5 3-4 2-3

Under 2 Under 2

realisation in the market. The cut end of Anthurium flowers is usually covered with

Source: ACE AIC arks Briefs: Anthurium, 2002, p. 9.

the stalk by means of rubber bands. Each flower is then packed in individual poly

bag of the required size. 'A piece of brown paper is also inserted into the poly bags

at the time of packing for providing necessary humidity in the bag. Pieces of tissue

papers are inserted between the spathe and spadix to protect the spathe from

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getting damaged due to the jerking of spadix when the flowers are packed. Flowers

are arranged in opposite direct~ons and paper pieces are put in between the

flowers to keep them in tact and to provide aeration to flowers. Water is also

sprinkled in these papers for keeping the freshness of flowers. Lining of cartons

with high-density polythene sheet and moist paper insulation are also done for

maintaining proper humidity in cartons and to prevent injuries caused to flowers

during handling and transportation. In India packing of flowers is done in

hardbound boxes. Packing of flowers is done in corrugated boxes I cartons of

varying sizes, depending upon the requirement of the importer. The standard size

of boxes for packing Anthurium flowers is 21.6 X 50.8 X 91.4 cm. or 27.9 X 43.2 X

101.6 cm. These cartons are then placed in master boxes, if they are intended to

be suited to the international auction market. The master boxes normally will have

a size of 99.5 X 63.5 X 24 cm with an area of 152 cm3. These specifications are

important when the flowers are despatched to the terminal markets abroad.

Storage of Anthurium Flowers

Storage of Orchid and Anthurium flowers is more or less similar.

Flowers of Anthuriums are very sensitive to low temperature. Anthuriurn flowers

can be stored wet at 13 I' C for a period of 2 to 4 weeks. The storage of flowers

below 13 O C: may cause darkening of spathes. The red coloured cultivars are

observed to be more susceptible to chilling injury.

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Transportation

Orchid and Anthurium flowers are highly prone to damage during

handling. Hence the flowers should be well protected during packing and transit.

The flower stems and spikes should be held tightly in the boxes to avoid damages

caused due to jerk movements during transit. The stem or spike ends are usually

wrapped in wet cotton with a view to prevent the flowers from desiccation due to

water loss during transit.

SECTION - II WORLD CONSUMPTION AND TRADE IN FLORICULTURE

This section makes an analysis of the trends in world consumption

and trade of floriculture in general and Orchids and Anthurium flowers in particular.

The world consumption of floriculture products is estimated to be worth $40 billion

of which cut flowers contribute nearly 60 per cent and the rest being live and potted

plants. The U.S., Japan and Western Europe are the major markets as far as the

flowers are concerned. Their consumption alone is expected to reach $ 38 billion

by A.D. 2002. There has also been an increase in the per capita consumption of

floricultural products in the developed and developing countries.

A. World Market for Cut Orchids

1J.S.A. has a well-developed market for cut flowers like Orchids and

Anthuriums. 'The U.S. domestic production and marketing of Orchids is

widespread, and local Orchids (mostly Cattleyas) can be found in all the major

wholesale flower markets of the country. U.S. imports of fresh-cut Orchids have

increased by 51.2 per cent in volume and 21.8 per cent in value since 1990, from

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1 15.3 million stems (US$5.85 million) to 23.2 million stems (US$7.13 million) .

Almost all of this increase is accounted for by a rise in imports of Dendrobium

Orchids, from 9.1 million stems (US$3.3 million) in 1990 to 16.8 million stems

(US$4.4 million) in 1994. Imports of non-dendrobium Orchids have remained

relatively unchanged in the U.S. since 1990 at around 6.3 million stems per year,

with the exception of 1991, when imports dropped to 4.2 million stems.

Thailand, the world's largest producer of Dendrobium Orchids, is the

biggest supplier to the United States and accounted for 97.0 per cent of total

imports of Orchids of the country in 1994. U.S. imports of Dendrobium Orchids

from Thailand have nearly doubled, from 8.6 million stems in 1990 to 16.4 million

stems in 1994. Singapore was the second-largest supplier in 1994, with a supply of

2,89,000 stems, followed by Jamaica (44,611 stems), New Zealand (37,142

stems), and Costa Rica (23,660 stems). An analysis of monthly imports for the past

few years shows that Thai product arrives in the U.S. in large volume during the

period February-June. During these five months, imports from Thailand exceed 1.5

million stems per month. For the rest of the year, imports generally range between

7,00,000 and 1.0 million stems per month.

European Markets for Orchids

lmports of fresh-cut Orchids by the top five European Union (EU)

importing countries, VIZ., Italy, Germany, Netherlands, France, and the United

Kingdom together came'to 137.6 million stems in 1993. Although this represents

an increase from 1988 levels of 37.1 per cent, imports declined by 7.4 per cent

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2 from 1992 to 1993 . The total import value, however, was 6.8 per cent higher than

in 1992 and 22.6 per cent higher than in 1988. The drop in volume and rise in

value was mainly due to the fact that Italian importers had brought in substantially

more high-value product from the Netherlands in 1993 than in previous years, and

had reduced the imports of cheaper Thai product. Although European imports of

Thai product has decreased, the Imports of higher-priced Singaporean product has

increased, and showing that there is bright prospects in the European market for

quality product.

Italy is the largest importer of Orchids in Europe, with an import to the

tune of 75.3 rnillion stems in 1993. This represents 2 million stems more than in

the previous year, but this increase is meager when compared with an increase in

imports to the tune of the 13 million stems between 1989 and 1990 and with the 44

million-stem increases between 1988 and 1989.

Germany is the second-largest European importer of Orchids,

bringing in 29.7 million stems in 1993. Compared with 1992 figures, imports for the

year 1993 showed a downswing of roughly 33 per cent in both volume and value

terms. Imports of Orchids from the Netherlands had recorded the largest drop,

falling from 31.8 m~llion stems in 1992 to 16.6 millions stems in 1993. Despite this

decrease, the Netherlands has been remaining as the largest supplier to the

German market, followed by Thailand (11.7 million stems) and Singapore

(9,96,000 stems).

The Netherlands imported 17.5 millions stems of the product in 1993;

about 3 million stems less than the previous year, and 8.5 million stems less than

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in 1988. Thailand had supplied 81.4 per cent of Dutch Orchid imports in 1993. The

imports of Thai product by Netherlands were at their lowest point during the past

few years. Imports from Singapore, by contrast, had increased from 1.3 million

stems in 1992 to 1.9 million stems in 1993, demonstrating that there is room in the

market for quality suppliers.

French imports of 8.1 million stems in 1993 were the highest since

1989 (8.2 million), but still lower than 1988 levels of 9.5 million. However, in 1993

the total ~mport value had reached ECU6.6 million, which was one of the highest

during the past few years. In 1993 France imported 82.6 per cent of the volume of

its Orchids from the Netherlands, reversing a three-year-old French trend of

importing more Orchids from outside the European Union than from within.

Imports of Orchids by U K had decreased by 10 per cent between

1992 and 1993, from 7.7 million stems to 7.0 million stems. However, the total

import value had increased from ECU2.4 million to ECU2.7 million. Since 1988,

however, import volume has risen by 23.1 per cent, whereas import value has

dropped by 24.4 per cenl.. Thailand is the largest supplier to the UK market since

1993, which on an average accounts for 70.7 per cent of total imports, followed by

the Netherlands with 24 per cent of the total imports.

Asian Markets for Orchid

Thailand is the world's largest exporter of tropical Orchids, mostly of

the Dendrobium variety.-The industry was founded on the "Pompadour" Orchid,

which was extremely successful when introduced on a wide scale in the mid-

1970s. In the early 1980's, Thailand developed new export varieties to meet

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consumer preferences and divers~fy its product line, which was suffering from

overproductior~ and low prices. Dendrobium Orchids have become synonymous

with Thailand in the world market due to the country's capability to perform

advanced research, including tissue culture propagation and good climate, which

permits year-round production, inexpensive labour and efficient post harvest

handling and transport. Now Thailand exports Orchids to more than 50 countries,

Japan being the major market.

Singapore is attempting to make inroads in to the Orchid industry and

seems to be succeeding, at least in Europe. Singapore has increased its stake in

the European Union import market for the last several years. Singapore also

exports large volumes of Orchids to Japan, although exact figures are not

available.

,Japan produces several varieties of Orchids but the volume of its

production is not sufficient enough to cater to the large domestic demand. Japan is

estimated to be the world's largest importer of Orchids, and approximately 600

hectares of land in Thailand, Singapore, Malaysia, and Indonesia are devoted to

produce Orchids solely for export to Japan. Japan had imported 5.0 million

kilograms of cut Orchids from Thailand in 1993 (US$17.3 million) an increase of

7,00,000 kilograms when compared to the previous year. 3

Taiwan had imported 5,82,000 kilograms of fresh-cut Orchids from

Thailand in 1993. Hong Kong had imported 1.1 million kilograms of Thai product

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and South Korea had imported 1, 94,000 kilograms of fresh-cut Thai Orchids in

1993.

B. World Market for Anthuriums

Anthurium andreanum is a heart-shaped bract with a vase life of 14

to 28 days. A member of the Araceae family, which also includes philodendron,

monstera, and calla lily, Anthurium is a slow-growing perennial that requires shady,

humid conditions such as those found in tropical rainforests. Although Anthurium is

sold both as a potted plant and as a cut flower, this bulletin focuses on the cut

flower trade, which is much larger than the potted plant trade. The traded value of

Anthurium is second only to that of spray tropical Orchids among the tropical

flowers, and the world import market size for Anthurium is estimated to exceed

US$20 million annually. 5

Scientists in the Netherlands and Hawaii have hybridized Anthurium,

originally found in the northern Andes Mountains of South America. Hundreds of

varieties now grow well in greenhouses, at sea level and up to 1,200 meters in

height. Anthuriums are bred for colour, shelf life, and disease resistance.

US Market for Anthuriums

The U.S, production of Anthurium is based on the island of Hawaii

where the area devoted to Anthurium production in 1994 was 10.8 million sq.ft.,

most of which was und& artificial, as proposed to natural shade. In the last 10

years, the Hawaiian Anthurium industry has undergone a massive downsizing as a

result of Anthurium blight disease and is only now beginning to recover. Since

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1990, the number of Anthuriurn farms with sales of more than U.S.$ 10,000 has

shrunk from 78 to 61 and the area under production has declined by 12 per cent. 6

The U.S. market for Anthurium had been dominated by Hawaii, which

had supplied 4.7 million stems in 1994. Although this represented a drop-off of 21

per cent from the previous year, imports from other countries did not make up the

difference. The United States imported 1.5 million stems of Anthurium in 1994,

slightly less than the previous year. Trinidad is the leading supplier to the United

States, followed by the Domintcan Republic and Jamaica. Mauritius is the only

other country that supplies more than 50,000 stems per year, and smaller amounts

of product have been received from Colombia, Costa Rica, Ecuador, New Zealand,

and Thailand.

European Market for Anthurium

The European market, especially for high-quality product, is

dominated by the Netherlands. However, Mauritius supplies to most of the

European countries lower-priced Anthurium and it also exports these products to

France. According to European importers, demand for Anthurium is almost stable,

neither increasing nor decreasing appreciably. For potential Asian suppliers, ltaly

and southern Europe represent more attractive markets than northern Europe

because in Italy and southem Europe there is more willingness to buy lower-priced

products.

Colour preferences for Anthurium vary throughout Europe. ltaly has a

marked preference for orange. The rest of the European consumers have an

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affinity towards red, scarlet, and a whole array of pastels from coral pink to creamy

white.

Asian Market tor Anthurium

During 1993 the imports of Japan was to the tune of more than 9.5

million Anthurium stems. Since then, imports of this country have been showing a

steadily increasing trend. Hawaii exported 4.5 million stems of Anthurium to Japan

in 1994, which was almost twice the volume of these flowers exported four years

7 earlier. Mauritius is now the top supplier of Anthuriums to Japan and other

countries such as Philippines have also got an increased market share in this

country.

Mauritius ~ncreased its quantity of Anthurium shipped to Japan from

48 tons to 136 tons between 1989 and 1993, with a value increasing from V91

million to V274 million. It is estimated that Mauritius now supplies about 5 million

stems per year. A small amount of production of good quality Anthurium also

enters from Malaysia to Japan.

According to Japanese importers, there is a need for Hawaiian types,

including obakis such as "Mickey Mouse" and standard varieties such as "Ozaki" ,

"Midori" and "Pastels" (other than white or yellow), which do not do well in

Mauritius because of the climate. There is also an increasing market demand for

Dutch-type large Anthurium (obakis as well as pastels).

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According to wholesale market statistics, red is the most popular

colour for Anthurium imported into Japan, followed by pink and white.

Opportunities for exports to Hong Kong of all tropical flowers are

expected to rise from the year 2002 as the many planned hotels in that country are

expected to complete their construction works. Moreover, the commissioning of the

new airport in Hong Kong will also provide opportunities for brisk trade in

Anthuriums, Orchids and other cut flowers in this country. Opportunities exist

mainly for best quality cut flowers. Consistent, year-round delivery in small

quantities is important as far this country is concerned. Currently in Hong Kong,

Anthurium (small and extra-large obakis) is available from Mauritius, Hawaii, and

the Philippines.

Singaporean growers produce Anthurium in Malaysia and export it to

other Asian and Middle Eastern countries. There are five big flower trading

wholesale houses in Singapore with a turnover of US$1 million to US$2 million per

year. They sell Anthurium flowers to the 1,000 retailers in Singapore, but also

export both temperate and tropical flowers to Japan, Hong Kong, Taiwan, Dubai,

etc. They Import from Malaysia, Colombia, Netherlands, Australia, New Zealand,

Ecuador and other countries

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EXPORTS OF CUT FLOWERS FROM INDIA

World Trade

Floriculture is an important and upcoming trade with potential both in

domestic as well as export markets. The world over, the flowers have gained an

important place in one's life, be it for religious purposes or personal decoration.

The global floriculture ~ndustry w~th an investment of about US$ 40 billion is

growing at an annual rate of 10 to 12 per cent. The USA, Japan and Western

Europe are the major markets for the flowers. Besides, Eastern Europe, South

Korea, Thailand and lndones~a are also coming up as large consuming countries.

In the producing countries Netherlands alone enjoys 56 per cent followed by

Columbia, which constitutes 11 per cent. Among the floriculture products major

share is of "cut flowers".

Total import or export trade of cut flowers in the world is estimated at

US$ 4,100 million. Of the US$ 3,716.8 millions of imports, the share of Germany

was the highest (30.3 per cent) followed by USA (16.8 per cent), UK (9.7 per cent),

France (9.7 per cent) and Netherlands (8.4 per cent). These five countries together

shared nearly 75 per cent imports. Netherlands had the maximum share of US $

2,102.2 million (56.5 per cent) followed by Columbia (14.1 per cent), Israel (4.2 per

cent) together constituting nearly 75 per cent of world markets export. In fact, the

share of Netherlands in the total exports has come down from 64 per cent in 1991

to 56.5 per cent in 1995. This is due to increasing shares of exports from

developing countries like Columbia, Kenya, Ecuador, Thailand, and Zimbabwe etc.

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lndia has also appeared in the world cut flower trade with about 0.3 per cent share

of exports.

Floriculture Export from lndia

It IS seen that cut flowers constitute the largest group sharing nearly

72 per cent of the value of floriculture exports from lndia. This is followed by a

group of foliages, branches, mosses and plant parts (17.16 per cent), group of

rooted cutt~ngs, slips and mushrooms spawns (9.92 per cent) and bulbs, tubers,

tuberous roots, rhizomes, chicory, etc., (1.05 per cent). Thus the cut flowers - fresh and dried dominate the floriculture exports from lndia.

The country's floriculture exports have recorded an average annual

growth of over 50 per cent during the past several years. Given the overall global

growth in floriculture industry, these exports are likely to record further growth.

According to Bangalore based Indian Institute of Horticulture Research (IIHR)

(Division of Ornamental Crops), the global floriculture trade is expanding at the rate

of 15 per cent per annum, whereas in lndia the annual growth rate is around 8 per

cent. The global trade in cut flowers alone stands at around $8 billion.

lndia now exports floriculture products to several countries of the

world, of which Japan ranks the first followed by Germany, U.K., Spain, Belgium,

Italy, Sreelanka, France, etc. The trends in the direction of export of floriculture

products from lndia from 1998-99 to 2000-01 are exhibited in Table No. 7.51 and

7.52 respectively.

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Table No. 7.51 Trends in the Direct~on of Export of Floriculture Products from India

The volume of Indian floriculture exports, which stood at 6,420 tons

valued at Rs. 48.43 crore in 1999 - 2000 has increased to 9,375 tons valued at

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8 Rs.56.43 crore. This represents an increase of 46.03 per cent in 2000-01 in terms

of volume of export and 16.52 per cent in terms of the value of export of floriculture

products, when compared to the previous year (Table No. 7.52).

Consumption of cut flowers has risen by 11 per cent since 1985. The

lndian floriculture industry has been attaining tremendous growth during recent

years. Floriculture exports from lndia started in 1990. The red revolution came with

the help of Dutch consultants, who seized the opportunity for selling the expertise,

greenhouse technology and especially the planting materials, has been an impetus

to the country. Later the Israelis came with ultra modern hi-tech technology in

irrigation and fertigation systems and they claimed to run floriculture as an industry

and not as conventional agriculture by promoting soil less culture in substrate

growing, which was not really necessary in India. Big corporate houses for which

investment in tloriculture as compared to steel and fabrics was very low have

nurtured the mixed euphoria of growing flowers. This resulted in a spurt in

floriculture units in lndia, so-much-so-that now there are more than 153 export-

oriented units covering an area of more than 300 hectares.

lndia has achieved the distinction of being the biggest supplier to

Japan. lndian exports, which amounted to Rs 49.4 crore in 1998-99, were

estimated at Rs. 56.43 crore during 2000-01 (Table No. 7.52). Investments worth

more than Rs. 600 crore have already been made in this sector over the last six

years. lndian exports have shown an increase of 14.75 per cent in the last three

years and 16.5 per cent in the last year (i.e., 2000-01) as compared to the previous

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year. From a modest seven hectares in 1991, the area under cultivation of

floriculture products has increased to about 34,000 hectares in 1998.

Indian floriculturists are now planning to put up a united front to

compete in the international market. A consortium or a grower's co-operative is

planned on the Agrexco model. This will not only help the growers but also

highlights the potential of lndian floriculture. lndia has recently opened new

markets for exports in the CIS countries, Australia (in summer), the Middle East,

Russia and the Scandinavian countries. lndia is also making in roads into the US

market. Flower exports from Bangalore alone have reached 1,000 tons. Showing

an indication that the future of lndian floriculture industry is very bright.

Developmenl of infrastructure, adoption of right technology,

diversification in different product-mix, new cold storage terminals at major airports

like Delhi, Mumbai, Bangalore, Amritsar and Guvahati, coupled with proper

understanding of financial institutions will certainly help lndia to capture the fast

growing international market of Rs. 70,000 crore. lndian flower exporters expect a

big boom to celebrate the new millennium throughout the world especially in

Europe.

India's floriculture exports are mainly to countries like Japan,

Germany, U.K. and Spain. But the lndian floriculture exporters now face severe

competition from countries like Ecuador, Kenya, Zimbabwe, Columbia and

Thailand. The total area under floriculture cultivation in lndia comes around placed

around 34,000 hectors of which over 300 hectares are exclusively under export

activities carried on by some 153 export oriented units. More than Rs. 900 crore

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has already been invested in India's floriculture activities. There are more than 153

floriculture export oriented units in India, located mostly in Pune, Bangalore, Nasik,

Thiruvananthapuram and Cochin. Commissioning of the Cochin International

Airport at Nedumbassery in Kerala has also given an impetus to the floriculture

trade in Cochin.

Even if there is a blooming prospect for export of cut flowers from

India, the country lags behind in cold chain facilities for the storage of fresh

flowers. Cold chains are important to move flowers from the production points to

the wholesaler, to the airports, to the air craft and finally to the importing markets.

During the transit, either by road or by aircraft, the temperatures should be

maintained around the temperatures recommended for that variety or types of the

flowers. Cold storage facilities, quick compliance of the formalities required for

export of cut flowers, and fac~lities for safe despatch of cut flowers at the

international airports are the basic needs for success in floriculture business.

The metro cities like Mumbai, Delhi, Bangalore and Calcutta

consume more than 1.5 lakh cut flowers per day. Mumbaikars require around

50,000 cut flowers daily. By 2005, this figure will be more than one lakh.

'The auction centre in Bangalore is claimed to be making fast

progress. It has registered a sharp increase both in volume and values. Sales at

the Bangalore auction centres have gone up to Rs. 78.29 lakh in 1998-99 from Rs.

19.63 lakh in the year 1997-98. It 1s expected to cross around Rs. 1.5 crore during

2001 -02. Roses are the main cut flowers sold at this Flower Auction Centres (FAC)

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in addition to other flowers like Orchids, Anthuriums, gerberas, carnations and

gladioli.

lnternet has also opened doors of e-trade in floriculture. Karuturi.com

Ltd., Uosebazar.com, etc., gives vital details of the flora trade. Rosebazar.com is

delivering flowers to the buyer's doorstep anywhere in the world within two hours of

purchase. Lastly, in order to promote floriculture in India, the Chennai branch of

Indian Overseas Bank (IOB) has launched the Agricultural Business Consultancy

Services (ABC Services).

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REFERENCES

1. S. Sanguthai, 'Marketing Orchids from South East Asia to Europe and

America', Research and Extension Services, Tropical Agricultural and

Human Resources, University of Hawaii, Cooperative Extension Services,

Honolulu, Hawaii, December 1991, Issue. No. 124, pp. 35-39.

2. Regional Agri. Business Project (RAP), Market Information Bullattin. No.

1 1 , Development Alternatives, Inc., 7250 Wood Mont Avenue, Bethesda,

U.S.A., 2002. p. 11.

3. ibid., p. 13.

4. ibid.

5. Regional Agri. Business Project (RAP), Market lnformation Bullattin: World

Market for Anthurium, Development Alternatives, Inc., 7250 Wood Mont

Avenue, Bethesda, U.S.A., 2002, p. l .

6. ibid., p. 3.

7. ibid., p. 6.

8. anon., E:xport of Agricultural and Processed Food Products from lndia -

1998-2000, A.P.E.D.A. (Agricultural and Processed food Export

Development Authority), Government of lndia, pp. 1-3.