Economics and Marketing of Rose Flowers: A case Study of Islamabad and Rawalpindi Districts

Roses have reasonable demand in Pakistan. The study was conducted in rose growing pockets of Islamabad and Rawalpindi districts. The objective of the study was to determine costs and returns of rose producers and marketing intermediaries. Random sampling technique was used to collect the data from thirty farmers and ten retailers. In the study area, per acre yield of roses was 1010 kg per annum. Average establishment cost of rose gardens was Rs. 0.17 million per acre. Total cost of production was calculated to be Rs. 0.26 million per acre per annum. Gross and net returns of rose farmers were calculated to be Rs. 0.32 million and Rs. 0.06 million per acre, respectively. Benefit cost ratio of roses production was 1.24, thus returns from roses’ production are high enough, and it is an attractive farming activity in the study area. Marketing channel for roses was identified as producers, retailers, and consumers. Marketing costs of producers and retailers were Rs. 54.1 and Rs. 17.3 per kg, respectively. Shares of producers and retailers in consumer rupee were 77.4% and 22.6%, respectively. Farmers in the study area obtain low yield of roses than their counterparts in irrigated areas of the country, mainly to due to traditional non-recommended production practices. Thus, farmers should be trained to use recommended production technology for production of roses