Analysis of Gerbera cut flower marketing in East Khasi Hills district of Meghalaya

Abstract

Flowers are represented as beauty, purity, peace, and love. Among the global floriculture industry, gerbera cut flower occupies the 5th position in the international flower trade whereas it occupies 6th position in India with area and production of 1150.05 hectares and 25554.76 MT respectively. Among the north eastern states of India, the production of gerbera in Meghalaya was found to be 0.02 MT during the year 2021. Floriculture Development scheme and Mission for Integrated Development of Horticulture (MIDH) scheme were proposed by department of agriculture for welfare of farmers to promote the horticulture. Thus, to study profitability of gerbera farmers of Meghalaya, the involvement of different stakeholders in supply chain of gerbera in East Khasi Hills district of Meghalaya has been estimated. Total number of 30 gerbera producers from Mawphlang block and Mylliem block and 18 market intermediaries from Bara bazar and Laitumkhrah market from East Khasi Hills district of Meghalaya were selected randomly. Three marketing channels were identified in marketing of gerbera flowers with involvement of wholesalers, retailers and local traders. Marketing efficiency was found to be highest in channel-III (8.52) followed by channel-II (2.67) and channel-I (2.14). The maximum quantity of the produce was disposed of through channel-I (68.53%).