Floriculture is a way in India for generating employment and sustainable livelihood for small and marginal farmers since long. In today’s time it has been emerged as a profitable agribusiness sector not only for small and medium farmers rather large farmers are actively involved in this business. Many entrepreneurs are have developed their business in floriculture looking to the market opportunities states are involved in growing different flower for commercial purpose. West Bengal and Tamil Nadu are major producing states for cut flowers and loose flower respectively. In Odisha some districts like Ganjam, Khurda & Gajapati are among the lead growing areas. Though there are some other districts who do floriculture in cluster still then there is a huge gap between the demand and supply in the market. It has a huge market for local consumption, season-based consumption, worship purpose and industrial purpose. The market is quite unorganised and unscientific which affects the supply chain of flowers which hampers the demand of flower throughout the year depending upon season and occasion. To mitigate the demand the florist depends on purchasing flowers from other states which ultimately affects price. This study focuses on understanding the market channels involved in the flower business and also the gaps and challenges in its marketing targeting to Khurda market

Floriculture, Supply chain, unorganised, demand and supply, marketing channels

An effective marketing channel and systems are crucial for the successful marketing of flowers in terms of yield and income. Good marketing information and facilities will ultimately increase efficiency of the supply chain system involved. Looking into the monopoly involve in this marketing system Govt. should form a regulated market exclusively for flowers. It must give substantial facilities to farmers for floriculture along with modern infrastructure so as to make our state self-sufficient in production and marketing of flowers can be improved. This will not only increase the production also will help all the channel partners to work in better and economic way to fulfil the need of market keeping the supply chain system well balanced on both supply and demand side. Thus it may be concluded that by framing proper regulations of flower marketing and by providing adequate institutional credit to mechanize the farmers, the production and marketing of flowers can be improved in the study area

Aditya Ranjan Samal and Sanat Mishra (2025). A Study on the Supply Chain Process of the Flower Market in Khurda District of Odisha. Biological Forum, 17(7): 186-191