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AEC 451 Data Analytical Skills for Market Research MINOR ASSIGNMENT MARKET ANALYSIS OF ROSE INDUSTRY Santhosh C (2021001150) B.Sc. (Hons) Agriculture Course Teachers: Dr. M. Prahadeeswaran, Associate Professor Dr. V. Karthik, Assistant Professor Dr. R. Parimalarangan, Assistant Professor.
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Introduction. • Rose industry represents one of the most lucrative segments within global floriculture • Significant growth potential in both traditional and emerging markets • Roses hold deep cultural symbolism and dominate global cut flower trade • Account for approximately 26% of total cut flower sales globally • 250 million roses produced annually for Valentine's Day alone in the United States • This analysis examines market dynamics, competitive landscape, and opportunities.
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Global Rose Market Dynamics. • Market Size (2024): USD 560.03 million • Projected Market Size (2033): USD 1,180.65 million • CAGR: 8.64% (2025-2033) • Cut Flower Market (2024): USD 39.08 billion • Cut Flower Market (2030): USD 51.83 billion (CAGR 4.9%) • Roses maintain position as most popular cut flower worldwide.
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Global Export Leaders. • Netherlands: 29% market share (13.3 million kg annually) • Germany: 16.74% market share • Denmark: 12.11% market share • Uganda: 8.02% market share • Netherlands leverages advanced greenhouse technology and strategic re-export capabilities • Growing importance of developing nations like African producers in global trade.
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Rose Oil and Value-Added Products. • Rose Essential Oil Market (2024): USD 2.7 billion • Projected Market (2033): USD 4.4 billion (CAGR 5.59%) • Alternative estimates: USD 1.2 billion (2024) to USD 2.5 billion (2033) • Applications: Cosmetics, pharmaceuticals, food & beverages, aromatherapy • Global Aromatherapy Market: Projected USD 4.2 billion by 2026 • Increasing consumer preference for natural and organic products.
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Indian Floriculture Industry Overview. • Market Value (2024): INR 292.0 billion • Projected Market (2033): INR 744.0 billion • CAGR: 10.9% (significantly exceeds global average) • Global Rank: 2nd largest flower producer • Cut Flowers Production: 947,000 metric tonnes annually • Loose Flowers Production: 2,284,000 metric tonnes annually • Cultivation Area: 285,000 hectares for flower cultivation.
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Indian Rose Production by State. • Karnataka: 171.88 thousand tonnes (36.3% of national production) • West Bengal: 65.92 thousand tonnes • Uttar Pradesh: 63.23 thousand tonnes • Gujarat: 38.76 thousand tonnes • Tamil Nadu: 33.89 thousand tonnes • Total National Production: ~472.85 tonnes annually • Cultivation Area: 37.50 thousand hectares under rose cultivation.
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Seasonal Price Dynamics. • Spring Season: 35 INR per stem (highest retail prices) - Driven by Valentine's Day and wedding season demand • Monsoon Period: 45 INR per stem (supply constraints) • Summer Season: 20 INR per stem (most affordable period) • Valentine's Day Impact: Prices increase by 100-300% in wholesale markets • Wedding Season: Demand drives prices up by 20-25% annually • Daily Market Turnover: Exceeds INR 1 crore during peak wedding seasons.
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Export Performance and International Trade. • Export Volume (2023-24): 19,677.89 metric tonnes • Export Value: USD 86.63 million (INR 717.83 crores) • Primary Destinations: USA, Germany, United Kingdom • Major Export Varieties: Roses, lilies, carnations, chrysanthemums • Recent Challenge: 25% decline in rose exports (Jan-Nov 2024) • Key Issues: Logistical challenges, high freight rates, lack of large-scale EOUs.
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Major Market Players. • Ferns N Petals: Dominant player with INR 705.4 crores revenue (FY24) - 400+ franchise outlets in 125 cities, international presence • Karuturi Global: World's largest cut rose producer - 292 hectares under greenhouse, 555 million stems annually - Controls 9% of European market, exports 1.5 million roses daily • Quick Commerce Integration: Blinkit, Swiggy Instamart, Zepto • Luxury Segment: Rose Boutique India (eternal roses, premium market).
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Market Gaps and Opportunities. • Organic Production: Underexplored segment with strong European demand • Technology Integration: AI-powered greenhouses, precision farming • Cold Chain Logistics: Critical gap limiting export potential • Value-Added Products: Rose water, essential oils, cosmetics • Geographic Expansion: Tier-2 and tier-3 cities underserved • Subscription Services: Unexplored business model opportunities.
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Target Market Segmentation. • Primary Demographics: Urban consumers aged 25-45 • Gender Pattern: 75% female purchasers • Income Segment: Households with >INR 30 lakh annual income • Occasion-Based Markets: - Valentine's Day: 84% flower purchasers select roses - Wedding Season: 80% domestic, 20% imported varieties • B2B Segments: Hotels, corporate gifting, retail partnerships.
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Investment Requirements & Barriers. • Capital Investment Requirements: - Low-tech polyhouse: INR 18.2-30 lakhs per acre - Medium-tech polyhouse: INR 32-44.5 lakhs per acre - High-tech polyhouse: INR 60-102 lakhs per acre • Key Barriers: - High initial capital requirements - Regulatory and licensing complexities - Limited access to formal credit (only 19% MSME demand met) - Technical expertise requirements.
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Revenue Projections - Three Scenarios. • Conservative Scenario (8% growth, 2% market penetration): - 12-month revenue: INR 201.1 lakhs - Annual profit: INR 114.0 lakhs • Moderate Scenario (12% growth, 5% market penetration): - 12-month revenue: INR 511.0 lakhs - Annual profit: INR 289.6 lakhs • Optimistic Scenario (18% growth, 8% market penetration): - 12-month revenue: INR 837.5 lakhs - Annual profit: INR 474.6 lakhs.
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Return on Investment Analysis. • Medium-tech polyhouses: Optimal cost-benefit ratio - Setup cost: INR 32-44.5 lakhs - Net returns: INR 11.5 lakhs annually - Payback period: Under 3 years • High-tech facilities: Higher productivity but extended payback • Protected cultivation advantages: - Year-round production capability - Premium quality and better disease management - 15x higher returns than open field cultivation.
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Future Market Trends. • Export Potential: India's rose export potential exceeds INR 1,000 crores • Sustainability Focus: Growing demand for organic and eco-friendly roses • Technology Integration: Automation, AI, and precision farming adoption • Value Chain Enhancement: Processing, packaging, and branding improvements • Market Diversification: Beyond traditional uses to wellness and cosmetics • Digital Transformation: E-commerce and quick commerce integration.
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Conclusion. • Rose industry positioned for exceptional growth with global market expanding at 8.64% CAGR • Indian market outpacing global growth at 10.9% CAGR, indicating strong domestic demand • Technology and sustainability are key differentiators for future success • Medium-tech polyhouse cultivation offers optimal balance of investment and returns • Value-added products and export markets present significant opportunities • Strategic positioning across value chain essential for capturing defensible margins • Success requires alignment of operational excellence with evolving consumer ethics.
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References. • Rose Market Size, Share, Trends and Analysis, 2033. Market Data Forecast, 2025 • Area and Production of Rose in India (2011–12 to 2024–25). Indiastat, 2025 • Patil, S.S., et al. Economic Analysis of Rose in Pune District of Maharashtra. The Pharma Innovation Journal, vol. 12, no. 1, 2023 • Indian Rose Growers See High Demand Amid Valentine's and Wedding Season, Export Challenges Persist. Punekar News, 4 Feb. 2025 • Agricultural and Processed Food Products Export Development Authority (APEDA) data • National Horticulture Board statistics and reports.