In this focus on the Indian Floriculture, specific discussion is on the market for cut flowersthe major producers, the constraints and the challenges this industry faces. In some ways, this could be termed a still-to-become-organized sector, but the potential is enormous. The Industry Focus not only highlights the potential strengths for floriculture development in India, but also lists the details of statistics of floricultural exports in India and abroad.

Flowers occupy a significant place in Indian Mythology and the Puranas. Right from birth to death in a man's life, flowers play a major role. They are basically used for pujas, decorations, and adornment. Flowers are increasing getting economic importance in recent years due to the changes in the lifestyle of people. However, as compared to India, the international flowers trade is highly organized involving millions of dollars. The early history of the flower industry is obscure; it was the most neglected branch of horticulture and allied industry. Earlier, flowers were mainly sold by florist shops. This situation is already changing with respect to the increasingly important role being assumed by the big retailers. It is to be expected that this will continue and it is having a big impact on the distribution and commercial process.

However, unlike earlier, where only small quantities of flowers were delivered to all kinds of florist shops, these days the big retailers demand large quantities of flowers at fixed times. This puts pressure on the traditional marketplaces such as auctions and retail markets. The commercial transaction and the distribution of production will be separated. This will result in changes to new distribution structures in the near future. The role of information technology will be to support this development.

Consumers are becoming professional buyers. They are asking for wider choices in product quality levels depending on the purpose of the purchase, as well as for higher levels of service and a wider and deeper assortment of flowers. Some flowers like rajanigandha or tuberose are sold along with sticks/stems and not considered suitable for garlands. Marigold is a common flower used extensively for different purposes due to easy availability and reasonably low price. Selling is no longer a matter of selling simple products, but precisely "fitted" products for each individual consumer.

Marketing Mastermind Magazine, Indian Floriculture, Indian Mythology, Floriculture Development, Commercial Transactions, Retail Markets, Information Technology, Agriculture Systems, Commercial Floriculture, Unorganized Sectors, Floriculture Development Programs, Floriculture Industries.