Study on post-harvest and marketing of gerbera flower in Azamgarh district of Uttar Pradesh

Introduction

Agriculture in India has undergone significant transformation from traditional cereal-based systems to diversified high-value farming, driven by population pressure, declining profitability of staple crops, urbanization, and changing consumer preferences. Among emerging enterprises, floriculture has gained prominence, with gerbera (Gerbera jamesonii) becoming a commercially important cut flower due to its aesthetic appeal, vibrant colours, long vase life, and strong market demand. Native to South Africa, gerbera is widely used in bouquets, decorations, and gifting, making it popular among florists and consumers. In India, gerbera cultivation has expanded rapidly due to increasing domestic demand, growth of hospitality and event industries, and government support through subsidies and protected cultivation programs like polyhouses. Gerbera requires controlled environmental conditions, with an ideal temperature range of 18°C to 28°C, well-drained porous soil with a pH of 5.5-6.5, and proper nutrient management. Popular varieties such as Stanza, Danaella, and Savannah are selected based on market demand and adaptability. Major production states include Karnataka, Maharashtra, Tamil Nadu, and West Bengal, supported by better infrastructure and market networks. Proper harvesting, grading, and post-harvest management are crucial to maintain quality and reduce losses. Gerbera has strong domestic and export potential due to its consistent demand and durability. Floriculture contributes to income diversification, employment generation, and rural development. However, challenges such as high initial investment, lack of technical knowledge, limited access to quality planting material, and weak marketing infrastructure hinder its growth. Efficient marketing systems, cold storage, and transportation are essential for profitability. Regions like Azamgarh in Uttar Pradesh have potential for expansion but require technological adoption and institutional support. Sustainable practices, including resource-efficient protected cultivation and integrated pest management, further enhance its viability. Overall, gerbera cultivation offers a promising opportunity for agricultural diversification and improved farmer livelihoods if supported by proper policies, training, and market linkages.

Research Methodology

The study was conducted in Azamgarh district of Uttar Pradesh, one of the important district in terms of postharvest and marketing of gerbera. From the district one block Tarwa was selected on the purposively basis of area under gerbera cultivation. Ten percent of respondents was selected from Tarwa block randomly. A pooled list of all gerbera cultivator respondents was prepared for all selected villages. Then the farmers were classified into marginal (0-1 hectare), small (1-2 hectare), Semi-medium (2-4 hectares), www.extensionjournal.com medium (4-10 hectare) and large (above 10 hectare) size groups on the basis of size of their landholding they are having. The required primary data was collected from selected farmers for the agricultural year 2025-26. The requisite secondary data were collected from various published records of government offices, books, block development offices, reports, related websites and other related sources. The socio-economic profile, marketing channels, marketing cost, marketing margin, price spread, marketing efficiency and constraints was identified through personnel interview of paddy growers, for achieving the stated objective, the analytical tools such as tables, charts and graphs simple ranking, percentage method were used. This chapter deals with the materials used and methodology adopted in achieving the objectives of the study. For the sake of ease in understanding and clarity in presentation, this chapter is devoted to and presented in broad three section, first section focuses on sampling design used to select the district, block, villages and respondent. The second section is collection of data. The third section a tool of analysis and techniques applied. The analysis of Channel I revealed that the producer received a net price of ₹647 per box against the consumer price of ₹852 per box. The total marketing cost and marketing margin were ₹108 and ₹100 per box, respectively. The price spread was ₹208 per box. The marketing efficiency was estimated at 3.11% indicating that the channel was relatively efficient due to the involvement of fewer intermediaries.

Analytical Tools

Conclusion

The present study on post-harvest management and marketing of gerbera flowers in Azamgarh district provides important insights into the production practices, marketing structure, and constraints faced by gerbera growers in the study area. The analysis of the socio-economic profile revealed that gerbera cultivation is primarily undertaken by small and medium farmers who possess moderate farming experience and limited access to modern infrastructure. Although most farmers are aware of improved cultivation practices, their adoption level is often restricted due to financial constraints, lack of technical guidance, and inadequate institutional support. Education level and farming experience were found to play a significant role in influencing decision-making related to production and marketing. The study of post-harvest losses indicated that a considerable proportion of gerbera flowers is lost after harvesting. Physical losses were found to be higher compared to environmental losses, mainly due to improper handling, inadequate grading, poor packaging, and damage during transportation. Environmental factors such as high temperature and lack of cold storage facilities further accelerate deterioration, reducing both quality and market value. These losses directly affect the profitability of farmers and highlight the need for improved post-harvest management practices. The analysis of marketing cost, margin, and price spread revealed that a significant portion of the consumer's price is absorbed by marketing costs and intermediary margins. The marketing efficiency was found to be relatively low, indicating inefficiencies in the system. High transportation costs, commission charges, and lack of direct market access contribute to the widening gap between the price received by producers and the price paid by consumers. Further, the study identified several marketing constraints faced by gerbera producers. Among these, price fluctuation emerged as the most critical problem, followed by high transportation cost, lack of cold storage facilities, and the dominance of middlemen. Inadequate market information, absence of organized markets, delayed payments, and poor packaging facilities were also reported as significant challenges. In conclusion, the study highlights that while gerbera cultivation has strong potential as a profitable floriculture enterprise in Azamgarh, the benefits are constrained by high post-harvest losses and an inefficient marketing system. Therefore, there is an urgent need to develop better infrastructure such as cold storage and transportation facilities, promote direct marketing channels, and provide training to farmers on scientific postharvest handling. Strengthening institutional support and improving access to market information can further enhance marketing efficiency and ensure better returns to gerbera producers.

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