Journal Issues

Abstract

The floriculture sector in India stands as a vital component of agricultural diversification and rural income generation. However, inefficiencies in post-harvest handling, storage, and marketing continue to limit its full potential. This study investigates the value chain from farm to flower market, examining how production, processing, and distribution influence profitability. Using primary data from 50 flower suppliers in Coimbatore district, the research applies Descriptive Statistics, Chi-Square Tests, ANOVA, and Correlation Analysis to explore relationships between flower type, storage facility, spoilage rate, and market performance. The study is grounded in Value Chain Theory, Post-Harvest Management Theory, and Agricultural Marketing Efficiency Theory. Findings reveal that improved storage, direct marketing, and cooperative systems significantly enhance farmer income while reducing post-harvest losses. Policy recommendations emphasize the need for infrastructure investment, digital platforms, and AI-based monitoring systems to ensure an efficient, inclusive, and sustainable flower value chain in India.

Keywords: Floriculture, Post-Harvest Management, Value Chain, Agricultural Marketing, Chi-Square, ANOVA, India