Journal of Scientific Research and Reports

Floriculture has become a vibrant pathway for agricultural diversification in India, with South Gujarat emerging as a key contributor. This study examines the economics and marketing of Paras flower cultivation in Bharuch district, where favourable conditions and irrigation access have encouraged adoption. Data were collected from thirty Paras flower growers and six market intermediaries through structured surveys. The results revealed that Paras cultivation was labour-intensive, with human labour accounting for nearly one-fourth of total costs. The average cost of cultivation per hectare was ₹250,000, while yields averaged 85 quintals, generating gross returns of ₹325,000. Net returns stood at ₹75,000, and the input–output ratio of 1:1.30 indicated the economic viability of Paras farming. Marketing analysis showed that farmers retained only 55–60% of consumer spending, with intermediaries capturing significant margins. Shepherd’s Marketing Efficiency Index was calculated at 1.25, indicating moderate efficiency in existing channels. Moreover, growers reported persistent challenges such as rising input prices, labour shortages, pest incidence, price volatility, lack of cold storage, and weak cooperative structures. These constraints highlight the need for stronger institutional support, improved infrastructure, and collective marketing strategies. Paras flower cultivation contributes meaningfully to rural livelihoods, but its future growth depends on addressing systemic challenges in both production and marketing.