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Our Bureau

New Delhi, May 11

The flower trade in Kashmir is waiting to take off, from the new international airport at Srinagar. Ms Nusrat Jahan Ara, founder-director of Petals Agritech who has just become the first franchisee of the florist chain, Ferns N Petals (FNP), is hoping to send tulips to Dubai, and eventually to other global markets.

Jammu and Kashmir sent about Rs 2 crore of flowers, mainly gladioli, lilies, and carnations, to the mandis in Delhi last year.

“With the new airport, we are looking to exports flowers to international markets; we will start with Dubai,” says Ms Jahan Ara. The offerings include Narcissus, Daffodils, Iris and particularly Tulips, which only the climate in Kashmir can support.

The Indian Army is a significant consumer in the State. “There is a large presence of the armed forces, paramilitary, BSF, CRPF and the Army in the state who are sent flowers by family and friends,” says Mr Pawan Gadia, Vice-President of Ferns N Petals.

The retail chain of florists says the economic situation has led to people buying smaller bouquets. “Instead of Rs 700-600 per bouquet, they are spending Rs 400-300. But the volumes have expanded as we have managed to grow the consumer base through an expansion of our outlets and marketing initiatives,” he adds.

Sales grew 25 per cent to about Rs 30 crore from the current 92 outlets. Ferns N Petals plans to add another 30 franchise outlets this year. Its online market grew 60 per cent last year, earning orders worth Rs 10 crore.

Total exports of flowers from India in 2007-08 were Rs 340 crore, not much higher than the Rs 305 crore in 2005-06.

While the Government had identified floriculture as a sunrise industry and accorded it 100 per cent export-oriented status, it isn’t doing as well as expected.

The Government had set itself a target of Rs 1,000 crore of annual flower exports by 2010 a few years ago.

More Stories on : Floriculture | Other States

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