The present field survey was an attempt to examine the production and marketing cost structure and profitability of some selected flowers such as Rose, tuberose, gerbera, gladiolus and marigold. Primary data were collected through stratified random sampling technique. The study covered primary market (Hosur), wholesale market (Dharmapuri district) and retail market (Dharmapuri district) for flower business. Data were collected from 20 farmers of two selected unions under Tamil Nadu of Dharmapuri districts. Besides, 30 local traders, 10 wholesalers cum retailers and 20 retailers were interviewed from the selected markets. The highest net return was earned from rose (Rs. 3, 53,927) followed by tuberose (Rs.1, 76,941), gladiolus (Rs.1, 33,069) and marigold (Rs.84,643). Total marketing cost per hundred flower was highest for retailer (Rs. 41.14) because of their diverse activities and lowest for wholesaler cum retailer (Rs. 5.66) due to their limited functions. On an average, the net marketing margin was highest for retailers (Rs. 28.10) and lowest for wholesaler (Rs. 9.03). The flower-farmers and intermediaries faced various production and marketing problems in the study areas. Based on the findings, some recommendations were made to overcome the problems that include development of storage facility, provision for scientific knowledge and training facility, and establishment of permanent flower wholesale and local markets, etc.
