Floriculture Market in India 2010 - Government Initiatives, Competition and Key Developments

Floriculture Market – India (Part III)
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Executive Summary

Floriculture market is booming in India and is expected to grow at 25% p.a.
Market The area under floriculture cultivation and production of cut flowers and loose flowers is also
increasing
International market provides very good opportunity for the floriculture sector in India
Drivers Challenges
Drivers & Scientific methods of flower cultivation Lack of support infrastructure
Favourable agro-climatic conditions Dearth of basic inputs
Challenges
Social and religious events High Duty in the European Union
International Events and Associations
Growing demand from the youth population
Players are acquiring companies in Entry of corporate houses

Ethiopia Players are increasing their service
Trends Setting up auction centres offerings
PE Investments and Acquisitions Rapid development of flower retail
chains
Most of the players in the market are engaged in production of flowers and export
Competition Players are acquiring companies in the international market to expand their business operations
Players in the industry include Karuturi Global Ltd., Neha International, Pochiraju Industries
FLORICULTURE MARKET IN INDIA 2010.PPT 2

3
•Geographical Distribution
•Export & Import Market
•Government Initiatives
•Drivers & Challenges
FLORICULTURE MARKET IN INDIA 2010.PPT

•Key Developments
•Market Overview
•Competition
•Trends
National Horticulture Mission has been undertaken in order
to boost the development of the market

• National Horticulture Mission was launched in 2005-06 by the Government of India
Description • The Centre provides 85% of the funding and states are supposed to pay 15% as part of it
• The scheme aims to provide holistic growth of horticulture sector in India and to enhance
Objective horticulture production including fruits, vegetables, root and tuber crops, mushrooms, spices,
flowers, aromatic plants
• Since 2005-06 INR 35 bn was released, up to 2008-09 against which, an expenditure of INR 3 bn
has been incurred
Funds Released
• Funding of INR 104 bn, with Government of India share of INR 88 bn (85%) has been proposed
for implementing the Scheme during the XIth Five Year Plan
• About 150 export oriented units are being set up in and around the major floriculture hubs
including Pune, Chandigarh, Bangalore, Delhi and Hyderabad
• Six agri-export zones have also been set up for floriculture where large flower farms share
Activities
common infrastructural facilities with the help of APEDA states of Sikkim, Tamil Nadu,
Uttaranchal, Karanataka and Maharashtra
• Floriculture parks have set up at Bihar, Chhatisgarh and other states
Source: National Horticulture Mission

Various government run organizations are taking initiatives
to support the market

• Floriculture industry in India has been given an 100% export oriented status
100% Export • As a result of this status, no license is required for import, 100% foreign direct
Oriented Unit investment is allowed, exemption of central excise duty on purchase of capital
goods, raw materials from the domestic market
• To facilitate exports, APEDA has set up cold storages in the airports of Delhi,
Mumbai, Hyderabad, Bangalore, Chennai, Thiruvananthapuram and Cochin. They
Development of
are also equipped with cargo handling facilities
Infrastructure
• Flower Auction Centres are being developed in Bangalore, Mumbai, Noida, near
Delhi, and Kolkata
• Agricultural and Processed Food Products Export Development Authority

Promotional (APEDA) has opened a Market Facilitation Centre at Aalsmeer, Holland, to
Activities recognize the export efforts by Indian producers in Europe
• APEDA may open such centres in the Middle East and Japan
• APEDA provides direct subsidy up to 50% of the precooling and cold storage and
subsidies for using improved packaging material. It provides air freight subsidy
Other initiatives for exports
• 11 model floriculture centre units and 2 large centres, 20 tissue culture units
have been established by Ministry of Agriculture
Source: National Horticulture Mission, APEDA

6

•Key Developments
•Market Overview
•Competition
•Trends
Competition – Summary (1/2)

List of Players Cultivator Retailer Exporter
Century International
Classic Biotech & Exports Ltd.
Elegant Floriculture & Agro Tech Ltd.
Ferns ‘N’ Petals
Florance Flora
Florista India Pvt. Ltd
Flower Valley Pvt. Ltd.
FlowersIndiaOnline.com
Golden Floriculture Company
India flower plaza.com
Indrayani Biotech Ltd.
Karuturi Global Ltd.
Source: Company Website

Competition – Summary (2/2)

List of Players Cultivator Retailer Exporter
Nagarjuna Agritech
Neha International Ltd.
Omega Ag (Punjab) Ltd.
Phoowala.net
Pochiraju Industries Ltd.
Prameya flowers
Rayer Flora (India) Pvt. Ltd.
SIP Industries Ltd.
Sneha Florist
Soex Flora
Tanflora Infrastructure Park Ltd.
Valplus Biotech Ltd.
World Dried Flowers
Source: Company Website

Players in the Market (1/17)

Company Snapshot: Classic Biotech and Exports Ltd.
Corporate Information Financial Performance
Revenue
Headquarters Hyderabad Revenue Profit
INR mn Profit / Loss INR mn
Founded 1994 100 90.0 90.0 0
80 70.0 -2
Products Cut flowers
60
-4
40
Key People N.V. Prasad Raju – Chairman
20 -6
10.0
0 -8
2006 2007 2008 2009
Business Highlights
• The company has business activities in floriculture and tissue culture. It has developed an online auction portal
• Classic Biotech grows cut roses at Karimsonnen Hally near Bangalore with an installed capacity of 5.2 mn and also
other cut flowers
• The cut flowers are exported to the Middle East countries, Gulf countries and the Netherlands auctions
Source: Press Articles; Company Website


Company Snapshot: Elegant Floriculture & Agrotech (India) Ltd.
Revenue
Headquarters Pune Revenue Profit
Founded 1993 20 1,5
15 1,0
Products Cut flowers 15
0,5
10
7 0,0
Key People Pawankumar Agarwal – Chairman
5 4
-0,5
0 -1,0
2007 2008 2009
Business Highlights
• The company is engaged in the growing of cut flowers
• It is involved in cultivation of roses and exports the same


Company Snapshot: Indrayani Biotech Ltd.
Revenue
Headquarters Pune Revenue Profit
40.0
Founded 1994 40 0
-2
Products Cut flowers, seeds 30
20.0 20.0 20.0 -4
20
Manjula V. Malpani – Managing -6
Key People
Director 10
-8
0 -10
2006 2007 2008 2009
Business Highlights
• The company is into floriculture and is engaged in the cultivation of cut flowers, plantlets and seeds
• It has signed technical agreements with Floral Max, Malaysia for rose cultivation and with B. L. McKenzie and
Associates, New Zealand for tissue culture
• Since 1994-95, it has started exporting cut flowers to Dubai and Holland


Company Snapshot: Karuturi Global Ltd.
Revenue
Headquarters Bangalore Revenue Profit
1994 5,300.0
Founded 6,000 1,500
5,000 4,500.0
Products Cut roses 4,000.0
4,000 1,000
3,000
Sai Ramakrishna Karuturi – Managing
Key People 2,000 1,000.0 500
Director
1,000 400.0
0 0
2006 2007 2008 2009 2010
Business Highlights
• The company has leased 3,000 sq km of agricultural land in Ethiopia and 239 hectares of land for rose cultivation
• Karuturi Global is the world’s largest exporter of roses
• It has 9% share in the rose market in Europe and is aiming a share of 15% in the future
Europe accounts for about 80% of the company’s annual turnover
• The Company produces 650 mn roses every year. It plans to produce 1 bn roses a year. It sends a charter flight from
Africa to Europe everyday
• Production in Africa accounts for 95% of its total production. Products produced in India are sold in India. They are
not exported
• It operates a flower retail wing, Flower Xpress, through its subsidiary Karuturi Flower Xpress Pvt. Ltd.


Company Snapshot: Nagarjuna Agri Tech Ltd.
Revenue
INR bn Profit / Loss INR mn
0
Founded 1994 0,04 15
0
Products Flowers 0,03 10
0 0
0,02 5
Key People K.V.L.N Raju – Managing Director
0,01 0
0,00 -5
2006 2007 2008 2009
Business Highlights
• Nagarjuna Agri Tech is engaged in the sale of floriculture products in India
• Presently, the company is working as a 100% EOU for cultivation and growth of 11.25 mn cut-rose flowers per annum
in five green houses of one hectare each for export
• 10 year old investment firm Subhkam Ventures promoted by Rakesh Kathotia, holds 33% in the company


Company Snapshot: Neha International Ltd.
Revenue
500.0
Founded 1993 500 100
400.0
400 80
Products Cut flowers 300.0
300 60
Vinod G. Reddy – Chairman & 200 40
Key People
Managing Director 100 20
0 0
2008 2009 2010
Business Highlights
• The company engages in the floriculture business in India and Ethiopia. It produces and sells cut flowers, which
include hybrid roses
• Neha International also markets flowers of other growers. It exports its products to Netherlands, Japan, Greece,
Canada, Switzerland, the United Kingdom, and Oman
• In 2006, it merged Meghna Floritech Ltd. with its company
• It has acquired 10,000 acres of land in Ethiopia through its wholly owned subsidiary, Globeagro Holdings


Company Snapshot: Omega Ag Seeds (Punjab) Ltd.
Revenue
Headquarters Chandigarh Revenue Profit
0
Founded 1992 0,04 15
0
Products Hybrid Seeds 0,03 10
0 0
0,02 5
Leena N. Parekh – Chairperson
Key People
J.N. Bagdai - Director 0,01 0
0,00 -5
2006 2007 2008 2009
Business Highlights
• Punjab Agro Industries Corporation (PAIC), is a premier organization of the Punjab Government. It is undertaking 44
projects, of which Omega Ag Seeds (Punjab) Ltd. is one
• The main product for this project was hybrid seeds. This project incurred a cost of INR 54 mn and the equity raised for
this was INR 8 mn
• In 2009, it launched its research and development activities at Hyderabad. The objective of the research and
development was to produce high variety of seeds to suit the farmers' needs


Company Snapshot: Pochiraju Industries Ltd.
Revenue
Headquarters Hosur Revenue Profit
Founded 1995 500 433.0 120
351.0
400 356.0 100
Products Cut flowers 293.0 80
300
60
200
Key People P. Sudhakar – Managing Director 94.0 40
100 20
0 0
2006 2007 2008 2009 2010
Business Highlights
• The company cultivates, processes, and exports cut flower roses
• It has its flower trading operations at Bangalore, Delhi, Hyderabad, Cochin, Coimbatore, Jaipur, Chandigarh and
Ahmedabad
• The Company is planning to start a portal for online deliveries of flowers for both its domestic and international
customers and arrangements with different delivery centers all over India in this regard are under progress


Company Snapshot: SIP Industries Ltd.
Revenue
Headquarters Chennai Revenue Profit
100
Founded N.A. 100 0
80
80 70
Products Flowers -1
60 50
-2
40
Key People K.C. Raghunathan – Chairman & MD
-3
20
0 -4
2006 2007 2008 2009
Business Highlights
• The company is engaged in floriculture activity in the domestic market
• The floriculture unit is located in Berikai, Krishnagiri Dist., Tamil Nadu
• It has obtained the final exit order from 100% EOU status in December 2008 and henceforth there is no export
obligation


Company Snapshot: Century International
Corporate Information Business Highlights
Headquarters Pune • Part of B. K. Birla Group Company and division of
Century Textiles and Industries Ltd.
Founded N.A. • Every year the firm exports about 4 mn rose stems
Products Flowers
Key People N.A.
Company Snapshot: Ferns ‘N’ Petals

• The company grows many varieties of flowers at its
Headquarters Delhi
horticulture farm in Bangalore
Founded 1994 • The FNP website where orders for flowers can be
placed generates 18-20% of its revenues
Products Flowers
• It has 97 retail stores across 35 cities in India and 156
vendor partners overseas for global deliveries
Key People Vikas Gutgutia – Managing Director
• It imports 20% of flowers mainly orchids and tulips
from China and Thailand
Source: Press Articles, Company Website


Company Snapshot: Florance Flora
Headquarters Bangalore • The company’s planting division deals with the
production and supply of young plants for
Founded 1994 commercial flower production
Products Floriculture products • The flowers include gerbera, orchids, lilium,
carnation
• Every year the company reports turnover of INR 200
Key People Satyendra Kumar Gutgutia – Founder
mn
• It also engaged in the flower retailing
Company Snapshot: Florista India Pvt. Ltd.
• It designs flower arrangements that are made from
Headquarters Mumbai
exotic, fresh and beautiful flowers, sourced from all
Founded N.A. parts of the world including India
• The Company has 12 retail outlets in Mumbai. It also
Products Flower bouquets has a website where it accepts online orders for
flowers from anywhere across the country
Key People N.A.


Company Snapshot: Flower Valley Pvt. Ltd.
Headquarters Mumbai • The company is engaged in the floriculture business
• It produces and distributes flowers
Founded 1998
Products Flowers
Key People N.A.
Company Snapshot: Flowersindiaonline.com

• The Company has established dealer & supplier
Headquarters Jaipur
system in 74 cities in India that enables it to provide
Founded 2003 the best quality of flowers to its customers
• It helps to shop flowers online and get fresh flowers
Products Flowers through its website
Key People Kanchan Chopra – Management Team


Company Snapshot: Golden Floriculture Company
Headquarters Kolkata • The company supplies seeds, plants and flower bulbs
in India and abroad
Founded 1998 • It has a 22 acre farmland in Dhanchabaria village in
West Bengal
Products Floriculture products
Key People Kanchan Rai – Founder
Company Snapshot: Indiaflowerplaza.com

• This is a website wherein consumers can choose from
Headquarters Bangalore a catalogue of flowers and order accordingly
Founded 2003 • The domain provides delivery services. It delivers
flowers to all places in India
Products Flowers, bouquets • Around 63,200 people visit the website every month
• It also provides services to USA, UK from where
Key People Saurabh Garg – Founder flowers can be send to India


Company Snapshot: Phoolwala.net
Corporate Information Business Overview
• It is an online florist network company covering 120
Headquarters N.A.
cities nationwide
Founded 1999 • The company can send flowers anywhere in India
Products Flowers
Key People N.A.
Company Snapshot: Prameya Flowers

• The product portfolio includes rose, hibiscus, bonsaic
Headquarters Pune
plants, ornamentals, cripers, smell plants
Founded 1995 • It supplies to nurseries, government sectors and
public sector organizations
Products Flowers and floriculture products
Key People N.A.


Company Snapshot: Rayer Flora (India) Pvt. Ltd.
• The company is a grower and exporter of high quality
Headquarters Bangalore
roses with farm in Hosur
Founded 2003 • Every year it grows 6 mn red, pink, yellow, orange,
white and bicolor roses in 4 hectares of greenhouses
Products N.A.
• It exports to places like UK, Germany, Netherland,
Middle East, Singapore, Malaysia, Japan
Key People N.A. • It operates the retail outlet under the name, Flora
Stand and has online portals
Company Snapshot: Sneha Florist
Headquarters Bangalore • The company deals in turnkey projects in floriculture,
supply of planting materials, growing flowers, retail,
Founded 1997 wholesale and export of fresh cut flowers
Products N.A. • 20% of the turnover comes from retail business, 60%
from wholesale and outstation business and the rest
20% from export business
Key People Kalidas Raj – Founder


Company Snapshot: Soex Flora
• The company is the largest fresh flower producer in
Headquarters Mumbai
India with a 50-hectares farm including 7.5 hectares
Founded 1995 of greenhouse cultivation
• It is a 100% export-oriented flower unit
Products Roses • Every year it produces more than 10 mn flowers and
of it 70% is exported and the rest 30% is supplied to
Key People Arif Fazlani – MD the local market
Company Snapshot: Tanflora Infrastructure Park Ltd.

Headquarters Bangalore • The company is a joint venture project of TIDCO
(Tamil Nadu Industrial Development Corporation)
Founded Hosur and M. Naseem Ahmed & Associates
• The production capacity of the firm is 30 mn roses
Products Roses
p.a. from 54 hectares
• Aims to double its farm size to 108 hectares with an
Key People Najeeb Ahmed – MD investment of INR 640 mn. The new farm will be
operational by 2010


Company Snapshot: Valplus Biotech Ltd.
• The company is engaged in the production of roses,
Headquarters Pune
gerberra and carnation plants
Founded 1993 • It cultivates and exports roses of various Dutch
varieties / colours, etc.
Products Flowers • The company has tied up for transfer of technology
with Holland based Flodac. The main raw materials
Key People Chandan Saraogi – MD like planting material are imported from them
Company Snapshot: World Dried Flowers

Headquarters Kolkata • The company is a manufacturer and exporter of dried
flowers
Founded 1998 • Its product portfolio include leaves, bouquets,
wreathes
Products Dry Flowers
Key People Abhishek Gupta – CEO

26

•Key Developments
•Market Overview
•Competition
•Trends
Key Developments

Date Development
Floriculturists of Nilgiri District Flower Cultivating Small Farmers Association have appealed to the
14-Jul-2010
Collectorate in Ooty. The Association feels they are not getting a fair price for their flowers.
Public Sector Undertaking Hindustan Photo Films Manufacturing Co Ltd will utilize the land which it
owns for an export oriented floriculture project. 90 acres from the company's 303 acres land bank at
09-Jul-2010 Udhagamandalam (Ooty) will be used to set up a floriculture project for export. The project will be
undertaken as part of the Heavy Industries Ministry's turnaround plan for the Company which has been
making losses for around 15 years.
Karuturi Global Ltd. will increase the prices of a single stem of rose by 15-20% in 2010 due to the hike in
08-Jul-2010
production costs.
Farmers in Bilaspur are adopting floriculture for their livelihood. Agro-climatic conditions in this part of
the country is conducive for the development of floriculture. Farmers in the region are taking bank loans
14-Jun-2010
and setting up greenhouses for cultivation of flowers. The flowers are transported to the markets in
Delhi through Himachal Pradesh Road Transport buses
Source: Press Articles

Thank you for the attention

The Floriculture Market in India report is a part of Research on India’s Consumer Goods
Industry Series.
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Floriculture Market – India (Part III)

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Players are acquiring companies in Entry of corporate houses

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Source: National Horticulture Mission

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• Agricultural and Processed Food Products Export Development Authority

FLORICULTURE MARKET IN INDIA 2010.PPT 5

FLORICULTURE MARKET IN INDIA 2010.PPT

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Source: Press Articles; Company Website

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Source: Press Articles; Company Website

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Source: Press Articles; Company Website

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Source: Press Articles; Company Website

FLORICULTURE MARKET IN INDIA 2010.PPT 13

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Source: Press Articles; Company Website

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Source: Press Articles; Company Website

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Source: Press Articles; Company Website

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Source: Press Articles; Company Website

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Key People N.A.

Company Snapshot: Ferns ‘N’ Petals

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Source: Press Articles, Company Website

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Key People N.A.

Company Snapshot: Flowersindiaonline.com

Key People Kanchan Chopra – Management Team

Source: Press Articles, Company Website

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Key People Kanchan Rai – Founder

Company Snapshot: Indiaflowerplaza.com

Source: Press Articles, Company Website

FLORICULTURE MARKET IN INDIA 2010.PPT 21