Analysis of recent trends in floriculture marketing in Maharashtra

Abstract

This paper examines recent trends (2015-2025) in floriculture marketing across Maharashtra using a mixed-methods approach: a structured survey of 200 producers from major floriculture districts and secondary data from national and state horticulture reports. The study documents shifts in production, price dynamics, and marketing channels — especially the rise of direct sales, e-market adoption, and exporter linkages — and analyses how adoption of protected cultivation and cold-chain infrastructure influenced producer incomes. Results show average production and farmer incomes increased between 2015 and 2025, with notable growth among producers of cut flowers (rose, gerbera), increased price realization for export-quality varieties, and a marked shift from local mandi sales to e-market/e-NAM and direct contracts with buyers. Policy implications include investing in cold-chain, training for quality standards, and strengthening digital market linkages for smallholders.