THE CUT FLOWERS MARKET IN

THE EU

Presented by:-
Sunil Moar
Tarun Bhandula
Sunil Sethi
Simran kaur
Narender

Presented To:-
Dr. Sridhar Panda
Introduction
Government of India has identified Floriculture as the
sunrise industry and accorded it 100% export oriented
status.
The liberalization of industrial and trade policies
paved the way for the development of export oriented
production of cut flowers.
Floriculture- out of US$ 17 billion of world export,
India’s share is $ 80 million (despite one of the highest
acreage)
International market of Cut Flowers
The International market for Indian Floriculture
Industry is mainly The Netherlands, Japan, UK,
Australia, Gulf Countries, etc
Cut flowers are the most widely traded floriculture
product and the consumption is increasing world-wide.
The cut flower market is dominated by The
Netherlands, which has six International Auction Halls.
The cut flowers from Kenya, Ethiopia, and Ecuador are
on a boom, compared to these countries India has to go
long a way.
Floriculture exports from India
For export purposes, all floriculture products are grouped
into four categories
Cut flowers - 72% value of floriculture exports
Group of foliage, branches mosses and plant parts
-17.16%
 Group of rooted cuttings, slips, mushroom spawn
-9.92%
Bulbs, tubes, tuberous roots, rhizomes, chicory 1.05%
Growth rate is 6-10% pa.
In 2007 the size of the industry was $80 billion.
Karnataka is the leader in floriculture, accounting for
75% of India's total flower production.
Karuturi Networks, a little known Bangalore
company, is close to acquiring the Netherlands-
based Sher, the world's largest producer and
supplier of roses, for about $50 million .
Cut Flowers exports
The cut flowers are exported in two forms:

A)Fresh form for bouquets and ornamental purposes.

B)Dried, dyed, bleached etc. for other purposes.

Major importers and their share of world
trade
Country Share
Netherlands 59%
Columbia 10%
Italy 6%
Israel 4%
Kenya 1%
Others 20%
SWOT Analysis
Strengths
Climatic variations enabling to cultivate a range of
products .  
Skilled labor.
Reputation built up as a supplier of quality products.
Encouragement received from the Government.
 Weakness
Lack of experience,
Inadequate research support,
Inadequate market knowledge and
Infrastructural and procedural problems
 Opportunities
Expanding new markets
Opportunities to export value added products
New developments in sea transportation
 Threats
India’s glaring failure to meet the international
market’s primary requirement
Cold chain for keeping the flowers fresh is not
adequate.
Conclusion
If the Floriculture market is regulated it will grow at a
faster pace than the present growth rate.
The growers in India are hard working but don’t take
risk to invest in Floriculture Industry as the pricing is
not regulated.
If the industry is regulated many more favorable
regions for cultivation of flowers will be identified.
Finally government intervention in pricing policy is
the key the success of the Indian Floriculture Industry.
RECOMMENDATIONS
The First and foremost thing is to start the auction
halls as soon as possible and regulate the cut flower
market with strict norms on pricing.
Adoption of advance technology in production system
& post harvest handling of the cut flowers.
Strengthening the cold chain system including
refrigerated transportation from place of production to
the destination of the export.
Attracting FDI from Asian as well as European
countries for creation of cold chain infrastructure
Thank You