Entrepreneurship in Floriculture Value Addition in Flowers

1. Dr Ritu Jain
Principal Scientist
Division of Floriculture and Landscaping,
ICAR- Indian Agricultural Research Institute,
New Delhi 110 012
January 22, 2024
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2. Introduction
• Floriculture has emerged as an important agribusiness, providing
employment opportunities and entrepreneurship in urban, peri-urban and
rural areas.
• Floriculture in India is largely practiced by traditional flower growers on
small scale, using traditional methods of cultivation .
• Most of the farmers sell their flowers daily in local market themselves or
through middlemen who collects their produce.
• Since flowers are highly perishable so farmer has to sell the produce even
at lower price.
• So far very little efforts have been done on entrepreneurs development.
• Community can setup small enterprises where value addition in the form
of bouquets and flower arrangements, dry flower making, essential oil
extraction etc. can be taken up.
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3. STATUS OF FLORICULTURE IN INDIA
Areas of Cultivation:
Maharashtra, Karnataka, Andhra Pradesh, Haryana, Tamil Nadu, Rajasthan, West Bengal
have emerged as major floriculture centres
Source : COMTRADE, United Nations
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4. VALUE ADDITION
 Increases the economic value and appeal of a commodity
 Involves genetical changes, processing and diversification
 Proper utilization of ornamentals in either in fresh, dried
or processed form
 Value addition also helps in creating waste to wealth
Raw material Final product
Value
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5. Why value addition in floriculture?
 Unstable prices for raw commodities
 To reduce post harvest losses.
 Stabilizing farm income by adding profits
 Provides the most important aspects of marketing and giving the
customers a reason to buy such products
 It create brand recognition and add variety to the farm operation
 It is an outlet for creativity
 To generate employment
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6. Prerequisites to be kept in mind?
Value
added
products
Novelty
Uniqueness
Branding
Market
High value Availability
Export potential
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7. Global Scenario of Value Addition
• Diversification, quality enhancement and value addition have
become key words of success in floricultural trade at
international level.
• Newer product development and marketing of ready to consume
product through value addition.
• The world production of essential oils is growing at more than
10% annually and at present it is estimated at about 11000
tonnes.
• Europe continues to be the largest destination of India's
floriculture exports.
• Leading dry flower product exporting country: Australia
• Leading dry flower product importing country: U.K.
• Export of dried flowers and plants from India has a potential of
about Rs. 100 crore/year.
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8. Indian scenario of Value addition
• The Indian floriculture industry comprises the florist trade, nursery plants,
potted plants, bulbs and seed production, micro propagated materials, dried
flowers, dried foliage and extraction of oil from flowers.
• India is the 5th largest exporter of dried flowers, and second largest exporter of
dried foliage in the world accounting for around 7% of the world exports in dry
flowers and foliage.
• The main export markets for Indian dry flower industry are USA, Netherlands,
UK and Germany.
• India is the largest exporter of jasmine oil in the world accounting for over 40%
of total world exports in jasmine oil.
• Dried flowers and plants constitute the bulk of the export from our country.
• Export of value added product e.g. oil (extracted in small units set up in
production zones) can help generate substantial revenue in international
market rather than the raw material i.e fresh flowers
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9. Ways to add value
• Process the raw material
• Pre cut, wrap and package
• Label the product
• Distinct product appearance
• Increase shelf life
• Provide recipes
• Gift baskets or multi-pack
• Build reputation, relationship
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10. Entrepreneurship in floriculture
through value addition
1. Traditional flower cultivation
2. Hi-tech /protected cultivation
3. Dry flowers
4. Flower seed production
5. Nursery industry
6. Tissue culture plants
7. Pot pourries
8. Essential oils
9. Natural dyes from flowers
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11. Nursery industry
The major problem in India is
lack of quality planting
materials for the development
of potential India.
Plant material of various kinds
(seedlings, budded plants,
rooted cuttings, bulbs, corms,
annual seeds etc.) is required for
commercial flower production ,
pot plant production, for home
gardens and landscaping etc.
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12. Tissue cultured plants
 Tissue culture offers a great
scope for the production of virus
/ disease free planting material
which has lot of demand in
farming community.
 In vitro flower bouquet (a new
approach)
 Skilled persons are required in
virus free planting material
production.
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13. Opportunities in Floriculture as an Entrepreneur
 Commercial Grower
 Florist
 Interiorscaper
 Floral Designer
 Product Developer
 Vertical Garden Developer
 Education and Research
 Salesperson
 Delivery personSpecialty
Florist
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14. Commercial Growers
• Produce plants cut flowers and foliage
• Plants grown in greenhouses or open fields
• Background in plant science
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15. Florists
• Sell all types of plant materials
• Sell hard goods such as glassware, floral foams and wire
• Purchase products from growers and sell to retail florists
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16. Floral Designers
• Produce everyday designs
• Must be creative
• Knowledge of floral material
• Knowledge of design styles
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17. Interiorscape Designers
• Enhance indoor environments
• Create interiorscapes to complement
architecture
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18. Wedding designers
• Excellent communication skills
• Detail oriented
• Excellent business skills
• Up to date with style and color trends
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19. FRESH FLOWER PRODUCTS
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21. Fresh flower arrangement
WESTERN OR ENGLISH STYLE
associated with mass arrangement flowers and foliage
HORIZONTAL SHAPE S SHAPE
TRIANGLE SHAPE
CRESCENT SHAPE
FAN SHAPE
CIRCULAR SHAPE
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22. Fresh flower arrangement
EASTERN OR JAPANESE STYLE
minimal number of blooms arranged in creative manner
MORIBANA NAGIERE MORIMONO
ZENEIKA ZENEIBANA
JIYUBANA
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23. Floral garlands and bouquets
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24. Wreath: It is a band of flowers or foliage intertwined into a ring, usually placed
on a grave as a memorial or worn on the head as a garland or a mark of honour.
Pomanders: The pomander bouquet is a perfect ball of flowers usually carried
by a ribbon that can be hung from the bride's wrist.
Buttonhole/ boutonniere: A small flower or bunch of flowers worn in a
buttonhole or pinned to the lapel of a coat/jacket.
Corsage: A flower or small arrangement of flowers worn by a person as a
personal ornament. Typically worn by women on special occasions (as, at a ball
or an anniversary celebration), a corsage may be worn pinned to the chest, or
tied to the wrist. It is usually larger or more elaborate than a boutonniere.
Wreath, pomander, buttonhole and corsage
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25. Fresh Flower Arrangements
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26. Floral ornaments
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27. DRIED FLOWER PRODUCTS
• Bouquets
• Dry Flower Arrangement
• Pot Pourri
• Floral Jewelry
• Greeting Cards
• Book marks
• Paper weights
• Wall Hangings
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28. DRY FLOWER ARRANGEMENTS
DRY
BASKET
PAPER
WEIGHT
BOUQUET
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29. POT POURRIES
 Pot pourri is a mixture of dried petals of
rose or other flowers with spices , kept in
a jar for their fragrance.
 It is an excellent home based business
venture
 One important aspect of business not to
overlook is packaging.
 The packing should be unique to your
business, a method to separate your
product from competition.
 Use recycled materials for packing
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30. Flower Jewelry- flowers embedded in Resins
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31. Book Marks
Paper bag Paper weight
Press dried flower products
Greeting Cards
Wall Hangings
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32. Processed Products
• Essential oil
• Petal Jam
• Pankhuri
• Beverages
• Floral Tea
• Floral Dyes
• Cosmetics and
bathing acre
products
• Floral Candles
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33. Essential oils
 Essential oils and perfumery
from natural sources are in great
demand .
 In India flower crops grown for
essential oil production are
limited and include mainly rose,
jasmine, tuberose, etc. Rosa
damascena is exclusively
cultivated for extraction of
essential oils, attar, gulkand, rose
water etc.
 Gulkand is the value added
product made from rose petals.
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34. Aromatherapy - A holistic approach to wellness
• Aroma – fragrance or smell, therapy – treatment
• Scent controls our mood, respiration, thought, feeling, movement,
hormones, metabolism, and resistance to illness.
• A natural way of healing a person's mind, body and soul
• A systematic use of essential oils distilled from flowers, trace roots,
herbs, fruits, resins or bark and other aromatic compounds from plants
to enhance physiological and physical well-being.
• “A natural treatment which uses the concentrated essential oils from
plants in association with massage, friction, inhalation, compresses
and baths”
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35. Aromatherapy - A holistic approach to wellness
Psycho-aromatherapy
Essential oils used to Stimulate or relax the brain
Therapeutic aromatherapy
Essential oils used to treat medical conditions
Aesthetic aromatherapy
Focuses on beauty issues such as hair and skin care
(Johnston and Parsons, 2000)
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36. Perfume - A million dollar industry
(Johnston and Parsons, 2000)
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• The floral perfume industry is a thriving million-
dollar enterprise, captivating consumers with its
enchanting scents. From timeless classics to
innovative blends, fragrances derived from blossoms
continue to dominate the market.
• Global fragrance & flavour industry is worth $24.10
Billion and India contributes approximately $500
million. However, growth rate in India is
approximately 11% in the last few years.
• Fragrance & Flavour Development Centre, Kannauj
(FFDC) has been set up in 1991 by Govt. of India
with the assistance of UNDP/UNIDO and Govt. of
U.P. which supports perfume industry in India.

37. Floral Teas
• Rose tea
• Chrysanthemum tea
• Hibiscus tea
• Magnolia tea
• Honeysuckle tea
• Lavender Tea
• Lily Tea
• Chammomile tea
• Lemon grass marigold tea
January 22, 2024
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38. Edible flower products
January 22, 2024
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39. Edible flower products
January 22, 2024
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40. Garden flowers as natural dye source
Senecio hybridus Tagetes erecta Portulaca oleracea Plumeria rubra
Nerium oleander Mirabilis jalapa Ixora coccinea Hibiscus rosa sinensis
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41.  Natural colours includes all the dyes and pigments
derived from natural resources like plants, insects
and minerals
 India is richly endowed with vast variety of natural
flora and it is estimated that there are some 500
varieties of plants that can yield natural colours
 Used in pharmaceuticals and neutraceuticals.
Natural colors/ Floral Dyes
Novelty is the major driving force
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42. Application of dye
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43. Pharmaceutical compounds
 Some of the flower crops are rich sources of pharmaceutical
compounds like catharanthin, Vincristine (from Catharanthus roseus)
used for cancer treatment
 Similarly Vitamin C is isolated from rose fruits (rose hips) and is
marketed as rose hip vitamin C used for the cure of scurvy. It is used
extensively to boost immune system to fight diseases.
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44. Nutraceutical compounds
Lutein esters from marigold
A number of carotenes and carotenoids such as lutein esters / lutein
are effective in preventing / controlling free radical generation,
preventing free radical / oxidation damage associated with cancer,
coronary heart disease, cataract and age-related macular
degeneration.
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45. Perfume
Gulkan
d
Champagne Rose oil
Rose Water
Rose hip
capsules
Rose Tea
Jam
Marmalade
Rose Syrup
Value added products from Rose
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46. Value added products of calendula
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47. Value added products of Jasmine
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48. Cosmetics products from flowers
Rose anti ageing creams
Calendula moisturising creams
Conditioners
Moisturising lotions
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49. Floral wine – An emerging value added industry
• Wines made up of fresh edible flowers, petals,
and sometimes from fruits like rose hip are
coming into trend because of their antioxidant
and nutritional properties.
• In this industry Lavender, Rose, Pansy,
Rhododendron, Red clover, Chrysanthemum,
Marigold, etc. flowers are utilising and wines
are named on it like Rose wine, Lavender wine,
Marigold wine, etc.
• The fermented sugars from flower nectars and
flavours from petals are used mostly and
sometimes little amount of spices and/or herbs
are added in minor quantities to create nice
balance. In China, chrysanthemum wine is very
popular (Kumar et al, 2023).
Marigold wine
Muhak
Chrysanthemum
wine
Rose wine
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50. Petal embedded paper
 Dried flowers can also be incorporated into the
process of making paper or handmade cards.
 It can be done by simply applying dried flowers to
good quality (fairly heavy) cardstock with a little
glue and a paintbrush.
Floral Candles
• Dry flowers also add beauty to the candles. It can
be done by just adding dried flowers to the outside
of plain candles.
• Or simply place crushed dried flowers on wax paper
and then pour a little melted wax over the flowers,
then roll the candle in the flowers.
Bathing and other body care products
• The best herbal baths includes dried flowers.
• Dried flowers are added directly in bathwater, or
made in form of herbal infusion.
• Many other dried flowers are also the basis of
many lotions, toners, facial steams, masks, herbal
hair rinses, and sprays.
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51. Value addition in Crop residues
• Product made from crop residues not only reduce waste but also provide an
additional source of income for farmers.
• It also provides opportunities for entrepreneurship and innovation in decor industry .
• These can be dried, bleached and dyed with to prepare different value added
products The use of natural or synthetic dyes can add a range of colors to the dried
products, making them more attractive and marketable.
• Additionally, these products can be used as eco-friendly alternatives to plastic and
synthetic materials.
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52. Business cycle in floriculture sector
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53. Innovative Start-ups in
Floriculture

54. Speaking Roses
 Speaking Roses
commitment to their
product and their
licensees have been
revolutionizing businesses
all around the world!
 These speaking flowers
can be used for weddings,
gifts, special occasion
(mother’s day, valentine’s
day), trade shows,
corporate events, hotels,
etc. They can serve best
for advertising.
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55. Ferns N Petals
FNP is an Indian gifting company founded by Vikaas
Gutgutia in 1994. FNP provides flowers, cakes, plants
and other gift items to customers. FNP delivers across
450+ cities & towns across India and 120+ countries
worldwide. With annual turnover of 35 crores USD.
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56. Hoovu Fresh
The Bengaluru-based startup Hoovu Fresh by Rose
Bazaar started as a subscription-based flower delivery
model in 2019. Hoovu Fresh has expanded to eight
cities and completed over two million orders. It’s also
associated with over 300 temples and 500 farmers, and
is available via multiple delivery platforms, including
Big Basket, Swiggy and Zepto, among others.
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57. Garden On Hire
Established in 2013 Gurgaon, is a leader in designing, installing,
and maintaining beautiful and calming plant environments.
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58. Retra
• 27 year-old Parimala is setting up her company Retra, meaning
fragrance in Sanskrit, to produce a sustainable essential oil range,
basing a pilot plant at a temple in her home town of Bangalore,
Southern India.
• Parimala will run Retra as a social enterprise, employing local
women in the process and giving a share of the profit to the temple.
The compost will be used to fertilise the temple’s vegetable patch.
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59. January 22, 2024
Floral decorations in temples
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60. Phool
Kanpur-based startup called Phool initiated by
IITians. Since 2015, more than 11,060 metric tons of
flower waste collected everyday from temples and
mosques in UP has been recycled to prepare many
products
Among these products Fleather, is part of an emerging
trend of companies producing plant- and fungi-based
leather alternatives which aim to disrupt the traditional
leather industry and capitalize on growing interest in
"vegan" fashion..
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61. Products by PHOOL Co.
FLEATHER
Flora Foam
Incense cones and Sticks Vermicompost
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62. Trikaya
• Trikaya Agriculture Pvt. Ltd. are leading growers of exotic
or less commonly grown vegetables, fruits and flowers.
They farm 305 acres in Maharashtra in Pune district and in
the Konkan belt and at 5500 feet in Ooty, Tamil Nadu and
have been growers for over 27 years. They do their own
marketing in Mumbai, Pune, Bengaluru & Chennai.
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63. Women’s collective of waste-pickers turned artisans,
committed to crafting products that are high on both
design and social impact. Involved in creating products
that are eco-friendly and are committed to using
environmentally friendly materials, including discarded
flowers, recycled paper and cloth, whenever possible.
They prepare designer stationery to intricate home
decor, our petal embellished green products are eco
friendly.
Gulmehar www.gulmeher.com
Transforming waste-pickers into artisans. Creating jobs, changing lives by creating eco-
friendly products using discarded flowers.
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64. Gulmehar Products Available online
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65. Links of few startups
• Changing India: Help Us Green
https://www.youtube.com/watch?v=9zyGaAqaNj0
• Eco India: The artisans recycling floral waste from Mumbai’s Siddhivinayak temple into natural
dyes
https://www.youtube.com/watch?v=7krMrw_M_MM
• Flower Waste To Agarbattis
https://www.youtube.com/watch?v=Bmix6yDMQgQ
• Women at Holy Waste ensure the flowers from temples are processed productively and don’t
clog water bodies
https://youtu.be/Boogipm_9Qg
• Flowers To Power Compost Making Process
https://youtu.be/bMb-Lu0UYPU
• Student start-up to tackle India’s flower waste
https://youtu.be/_076IlZKywM
• Help Us Green - From Floral Waste to Fragrant Incense Sticks
• https://www.youtube.com/watch?v=Y70oGOFP2zo
• Flowers To Power Compost Making Process
https://www.youtube.com/watch?v=btTPmBQhmYs
Indian
Council
of
Agricultural
Research
-
Indian
Agricultural
Research
Institute,
Pusa,
New
Delhi-110012

66. Indian
Council
of
Agricultural
Research
-
Indian
Agricultural
Research
Institute,
Pusa,
New
Delhi-110012
Different waste flower processed products (left to right): Marigold tea, Essential oil, Incense stick and cones, Floral wine,
Gulkand, Gulroghan, Rose syrup, Floral Jam.....Source, www.google.com
Different dry flower products (left to right): Floral color, Floral soap, Floral candle, Dry flower bouquet, Potpourri, Floral
jwelery, Petal embded handmade papers, Pressed flower card.....Source, www.google.com
Products from startups

67. Indian
Council
of
Agricultural
Research
-
Indian
Agricultural
Research
Institute,
Pusa,
New
Delhi-110012