Marketing Strategies of Perishable Commodities with Special Reference to Flower in Srirangam Market Trichirappalli, Tamil Nadu

The Perishable nature of flowers and vegetables attributes to the seasonal gluts and off season scarcities. India enjoys second position with 48 million tones of vegetables per annum and fifth position with 28.39 million tones of flowers per annum in the global production matrix. As the preservation facilities are lacking, heavy arrivals of fruit and vegetables during peak largest season lead to a sharp decline in price and thus lowers the returns to the grower.Under these circumstances, the export potential of fresh, canned and depredated fruits and vegetables cannot be overlooked. Processing therefore appears to the diversified field in the area of surplus in the off season so that price fluctuations could be minimized. Excess production can be properly utilized provided the preserved products are sold to the consumer at reasonable rates and avoid wastage. It is rather deplorable that inspite of the vast export potential of fruit and vegetables, the share of India is only 1.1 percent in International trade mainly on account of high multilevel taxes. These commodities are relatively costly due to comparative low productivity, poor designating and high cost of packing material.