International Journal of Advance Study and Research Work (2581-5997)/ Volume 3/Issue 3/March 2020

Institutional Arrangement for Export of Anthurium in

Mizoram: A study of two districts
Margaret Lalbiakthangi
State Institute of Rural Development & Panchayati Raj
Mizoram, India
E-mail: maggiesird@gmail.com

DOI: 10.5281/zenodo.3713313

Abstract

This paper attempt to study how the Anthurium cut foliage has been exported from the state of Mizoram since its first
production. Anthurium is a very attractive and beautiful flower with longer shelf life and is used for Presents, Wedding
Decorations, Funerals, Birthday gifts, corporate meetings, and important events. The cultivation of the Anthurium in Mizoram is
introduced very recently and surprisingly it has performed very well in the state. Anthurium cut foliage is sold in metropolitan
cities like Delhi, Kolkata, Mumbai, Bangalore and foreign countries like Dubai, Japan, etc. The results of the study show that
Anthurium is having a good market potential in the local market, metropolitan cities and across the globe, so it can also generate
huge revenue for the state if proper Institutional arrangement is made. Anthurium cut foliage is the only product exported from
the state of Mizoram that has reached the global market. If the production technology is properly managed, it can generate a
handsome income for a single-family. Besides the growers, it generates employment to the women of other families in terms of
labor. Floriculture can replace shifting cultivation to a large extent in many places of the North-Eastern states if a proper
institutional arrangement is made since the demand for the anthurium cut foliage is high. It is cultivated along the hill slopes
using Shade Net and the Galvanised Iron structure with irrigation facilities.

Keywords: Anthurium, Zopar, Growers, Floriculture, marketing agency, foliage

Introduction
Mizoram situated in the Northeastern part of the country bounded by Myanmar in the East and South, Bangladesh and Tripura State
in the West, Assam State and Manipur State in the North have very little productive land. Most of the food-grains are imported from
the neighboring states. Therefore it is very much essential to go for possible crop diversification for their livelihoods. Commercial
Floriculture has a vast potential scope for large cultivation in Mizoram, the moderate climate being quite suitable. In the course of
understanding the Institutional Arrangement and Marketing Mechanism for export of cut Anthurium foliage, it is very clear that
marketing plays an important role in the post-harvest technology of horticultural produces. One of the constraints in the horticultural
products is that it is seasonal and cannot be grown throughout the year since most of the farmers depend on rain for their crops. Most
of the farmers are belonging to marginal and small farmers, they produce in a small quantity in scattered areas and transportation is
always a constraint, the farmer disposed off their produced at the nearest market where they do not get a fair price for their produce,
the reason for force sale without waiting for a fair price may be lack of proper storage facilities, inadequate means of transport, lack
of proper credit facilities, acute poverty of the farmers, etc. which force the rural farmers to sell their products.
Regarding Anthurium, the marketing agencies concerning the state of Mizoram have provided an assured market for the export of
Anthurium cut foliage. At the National level, The National Horticulture aims to create infrastructural facilities for post-harvest
management, marketing, and export. For this purpose, existing organizations such as National Horticulture Board (NHB),
Agriculture Products Export Development Authority (APEDA), National Cooperative Development Corporation (NCDC) and
National Agricultural Marketing Federation (NAFED) are involved. Agricultural and Processed Food Products Export Development
Authority (APEDA), is responsible for export promotion and development of floriculture in India. Cultivation of Anthurium has not
only brought about change in the horticulture scenarios of Mizoram but also uplifts the living condition of the growers to a great
extent and further provides employment and regular income to the growers and unskilled labor. Initially, 24 growers were selected
based on the availability of land and water sources by the Department of Horticulture under the package. They were given the
necessary trainings and were provided quality planting materials, shade nets, and other farm inputs. The first consignment of
Anthurium cut flowers exported from Mizoram was sent to Al-Locrity International LIC, United Arab Emirates (Dubai) through

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 International Journal of Advance Study and Research Work (2581-5997)/ Volume 3/Issue 3/March 2020

Zopar Exports. Pvt. Ltd, a Bangalore based exporter on 23 rd August 2006 and later on to London, Japan and Australia in 2007 and
2008. According to the economic survey of Mizoram (2008), the best quality is sent for export the remaining is consumed in the
state. The flower produce from the State is being sold in domestic markets, the major consumption centers being Delhi, Mumbai,
Bangalore, and Kolkata.
The promising features from exports from Mizoram are that it has been fresh cut flowers that have performed better and within this,
the markets include countries from the Asia Pacific such as New Zealand and Singapore in addition to Malaysia (Zopar Export Pvt.
Ltd, 2010). With the Department of Horticulture, Government of Mizoram implementing the Technology Mission, providing
assistance to the selected beneficiaries, there is a huge scope for expansion in the cultivation of commercial floriculture which is
having a positive impact on the income level and the livelihood status of the grower, thereby contributing to the economic
development of Mizoram. There is a high demand for flowers within the state for special occasions, churches, functions, funerals,
gifts, special occasions, weddings, and home arrangements. A good number of cut flowers of Anthurium has been produced and
exported from Mizoram (N.P Singh, 2012). The contribution of Floriculture to the Agriculture sector in the Mizoram economy is
continuously increasing from 0.01 percent in 2004-2005 to 1.08 percent in 2009-2010. Its contribution to the Agriculture sector is
continuously increasing over the years which show that Floriculture is flourishing in the state region (Economic Survey of Mizoram,
2008-2009). At the state level, the Department of Horticulture, Government of Mizoram has initiated to encourage the framers to
cultivate Anthurium under the Technology Mission for Integrated Development of Horticulture in North-Eastern states in November
2002

Objective of the Study

The study concentrated on the Institutional arrangement and marketing mechanism adopted for the export of Anthurium cut foliage
and analyzed the problems faced by Marketing Agencies and the Anthurium Growers.

Literature Review
Anthurium cultivation becomes very important in the global market cut flower production on account of its beauty and relatively
long shelf life. It is mostly cultivated in a tropical humid and moderate climate. In India anthurium cultivation which was mainly a
hobby is transformed into a commercial business and is mostly cultivated in the coastal belts of South India, eastern and Western
Ghats and the North-eastern States hilly (http//:Wikipedia.org). Commercial Floriculture has a vast potential scope for large
cultivation in Mizoram, the moderate climate being quite suitable. It has come up tremendously in recent years having export
market. Anthurium, Rose, Lilium, Bird-of-Paradise, gladiolus, Chrysanthemum, etc. can be grown successfully throughout the year.
The flowers are airlifted to metropolitan cities like Kolkata, Delhi, Mumbai, Chennai, etc. Local consumption is also quite a good
number. With the Department of Horticulture, Government of Mizoram implementing the Technology Mission, providing assistance
to the selected beneficiaries, there is a huge scope for expansion of the cultivation of commercial floriculture which is having a
positive impact on the income level and the livelihood status of the grower, thereby contributing to the economic development of
Mizoram (Economic Survey of Mizoram, 2009-2010).
Due to an increase in demand for flowers, floriculture has become one of the important Commercial trades in Agriculture.
Floriculture in India is being viewed as a high growth Industry. Commercial floriculture is becoming important from the export
angle. It has been found that commercial floriculture has a higher potential per unit area than most of the field crops and is,
therefore, a lucrative business. Indian floriculture industry has been shifting from traditional flowers to cut flowers for export
purposes (http://www.apeda.gov.in). The demand for the flowers in India is constantly increasing especially among the metros. This
trend has encouraged the Indian traders to import some of the exotic flowers for decoration and Floriculture in Mizoram is being
undertaken by individual growers on small scale primarily because of the high cost of production inputs, particularly of imported
plant material and due to scattered and small landholdings.
The small scale of flower production by individual growers has led to their exploitation by the middlemen involved in flower
marketing resulting in the withdrawal from this activity by quite a few growers. The relatively low share of producers in consumer
rupee is due to poor marketing practices adopted by growers. The farmer’s knowledge about the right post-harvest treatment,
packaging, storing and transport has not attained sophistication as yet. They are unaware of modern marketing methods (Praveen
Singh et.al, 2017). Despite the long and close association with floriculture, the records of commercial activity in the field are very
few. The information on the area under floriculture and the production generated is highly inadequate. As commercial floriculture is
an activity which has assumed importance only in recent times, there are not many large farms engaged in organized floriculture. In
most of the country, flower growing is carried out on smallholdings, mainly as a part of the regular agriculture systems. Many
flowers and ornamental plants are being grown for domestic as well as for export will be more productive than any other
agricultural/horticultural crops. The marketing of cut flowers in India is much unorganized at present (Narendra K. Dadlani, 1998).
In most metropolitan cities, with large market potential, flowers are brought to wholesale markets, which mostly operate in open

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 International Journal of Advance Study and Research Work (2581-5997)/ Volume 3/Issue 3/March 2020

yards. A few large flower merchants generally buy most of the produce and distribute them to local retail outlets after significant
markup. The mode of transportation depends on the distance to the markets and the volume.
Floricultural exports from India comprise of fresh cut flowers (to Europe, Japan, Australia, Middle East, and USA) loose
flowers (for expatriate Indians in the Gulf) cut foliage (to Europe) Dry flowers (To USA, Europe, Japan, Australia, Far East, and
Russia) Potted Plants (Limited to the Middle East) besides seeds and planting material. India's position as an exporting country for
cut flowers stands at 29 among the flower exporting countries with a value of 8227(000USD) which translates to a percentage share
of 0.31% (https://dfr.icar.gov.in/AtaGlance/Profiles).

Material and Methods

For studying the Marketing channels adopted by households to sell their produced and the role of Institutional arrangement in
exports and understand the problems faced by marketing agency, a standard questionnaire was prepared and accordingly data were
collected like the volume procured from Anthurium growers and the volume sold to different markets in India and abroad. Cost of
value addition (cleaning, grading, and packaging) and transportation from collection center, Aizawl to different markets, total sale
per month, method of collection and the lifting mechanism, etc. Various kinds of literature were referred and the secondary data
from the Economic Survey of Mizoram, various editions published by the Department of Planning & Programme Implementation,
Government of Mizoram and Statistical Handbook of Mizoram, various editions published by the Directorate of Economics and
Statistics, Government of Mizoram were utilized and other published and unpublished literature regarding the study have been
considered.

Scope of the Study

The study has a wide scope of replication in the entire state of Mizoram since the Anthurium thrives well in the state due to its
favorable climatic conditions, the fact that some research was also performed in the cultivation practices. It is a proven fact that the
supply could not meet the demand. The cultivation of the Anthurium which is subsidized by the Department of Horticulture,
Government of Mizoram under the assistance of Horticulture Technology Mission for the North Eastern States if replicated and
properly monitored can have a very high contribution in the Gross State Domestic Product of the economy of Mizoram. This paper
tries to highlight some of the learnings and experiences gained from the process of Anthurium cultivation and export with an
expectation that whatever lessons learned may be of valuable inputs for future planning in any similar livelihood activities.

Study Area
The study was confined to the two districts in Mizoram, Kolasib, and Aizawl, for studying the marketing mechanism of Anthurium.
At present, there are two blocks in Kolasib district and five blocks in Aizawl district. Out of these seven blocks, two blocks i.e.
Bilkhawthlir of Kolasib and Tlangnuam of Aizawl district were selected for the study.

Sample
The required data were collected following a rapid assessment procedure with a combination of interviews. The entire farmer
households engaged in Anthurium production were given a personal interview. A total of 55 Anthurium growers interacted from
Aizawl district and 45 samples from Kolasib district. Total samples of 100 Anthurium growers were taken for the study. Information
for the rest of the study in addition to the field survey was taken from the Department of Horticulture, Department of Economics and
Statistics, Economic survey of Mizoram: Department of Planning and available data and literature from various departmental
websites, Zopar Export Pvt. Ltd and the Zo-Anthurium Growers Society.

Tools and Techniques of Data Analysis

A standard questionnaire was prepared to collect information from a sample of 100 growers. The selection of the sample is based on
the simple principle of availability. In the process of understanding the marketing mechanism and problems faced by the marketing
agency and the Anthurium Growers, executives from Zopar Export Pvt. Ltd, Zo-Anthurium Growers Society, and Horticulture
Department, Government of Mizoram were interviewed. Since the study is mainly exploratory, no standard statistical tools are used.
The field investigation was conducted during 2012 and further in 2019.

Analytical Plan
The analytical designs of the study were as follows: Analysis of the Marketing channel adopted by households to sell their products
and the role of Institutional arrangement in exports and understand the problems faced by the marketing agencies and the Anthurium
growers with the help of primary data collected from the marketing agencies for Anthurium foliage i.e Zopar Pvt. Ltd. And Zo-
Anthurium Growers society and the Anthurium Growers. Analysis of the extent of income derived from the sale of anthurium by the

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growers and the net return of profit per anthurium cut foliage by the marketing agency are cross-checked with the concerned
officials of Horticulture department and the marketing agency i.e. Zopar Export Pvt. Ltd. and the Zo-Anthurium Growers society.
Indicators: For analyzing the primary data, the following indicators were used:-
Sample profile
The sample profile consists of the followings:
Farmers profile: Name, Age, Sex, Educational status, Occupation, etc.
Marketing channels adopted by the marketing agencies to sell their produced: Volume procured from Anthurium growers/farmers,
Volume sold to different markets, Cost of value addition (cleaning, grading, packaging, etc.), a net return of profit, Transportation
from Zopar to different channels to different markets, Total sale per month, Method of collection and lifting mechanism, route of
market adopted by the growers, Problems faced by Zopar Pvt. Ltd, Zo-Anthurium Growers Society for export of cut Anthurium
foliage.

Result and Discussion

1. Institutional support in selling the Cut Anthurium Foliage
Proper Institutional arrangement is very important for the success of any development activities. The same is true for the
export of the Anthurium cut foliage from Mizoram. Two marketing agencies exist in support of the selling of the cut anthurium
foliage in Mizoram i.e. Zopar Exports Pvt. Ltd and the Zo-Anthurium Growers Society. Institutional support in marketing played an
important role in the export of Anthurium cut foliage which in turn assures the growers. However Zopar Exports Pvt. Ltd played a
major role in export in the initial years. It had initiated marketing of Anthurium cut foliage from the year 2002 till 2012 which was
later taken over by the Zo-Anthurium Growers society. Since the demand for the supply of cut Anthurium foliage is large in the
metropolitan cities and even abroad, there is a market competition between Zopar Export Pvt Ltd and the Zo-Anthurium Grower
Society. Since the year 2013, the Zo-Anthurium Growers society with its high enthusiastic zeal performance, the anthurium market
in Mizoram is captured by them. Since 2013 to date the market of anthurium for the growers is Zo-Anthurium Growers society.
They are exporting it to the wholesaler and retailers in the metropolitan cities.

1.1 Zopar Exports Pvt. Ltd

Zopar Exports Pvt. Ltd is the marketing agency that is dealing with the export of cut flowers and import the tissue-cultured
planning materials from Holland and supply it to the Department of Horticulture, Government of Mizoram which is distributed to
the selected beneficiaries. It is a Bangalore based organization that started its operation in the year 2002. It has its branch office in
Shillong, Guwahati, Kolkata, Delhi, Mumbai, and Bangalore in India and New Zealand. Zopar Exports Pvt. Ltd is a wholesaler of
fresh-cut flowers, fruits, vegetable planting materials, etc. Their main products and services comprise of selling of floriculture and
horticulture products and also buy planting materials, seeds, bulbs, fresh flowers, etc. It has been estimated that about two-thirds of
the flowers produced in northeast India on the market are consigned to Zopar Export Pvt. Ltd. It is comprised of seven branch
offices which are subdivided into three divisions: wholesale, retailer and import, each dealing with the above-mentioned facets of the
flower trade. Zopar has its own office set up wherever they sell their products except for exports. In the case of exports, they have
tied up with several companies that have good standing in their respective market. Import of planting materials including suckers
and export of anthurium cut foliage are handled by Zopar Export Pvt. Ltd. Also, different entities within the group manage
wholesale and retail customers separately. They have provided an assured market for the Anthurium growers as well as other
floriculturists. In particular to the Anthurium flower, the agency has assured the Anthurium growers that it will buy back whatever
produced they harvest provided in good quality since the year 2002 and continued up to 2012. The planting materials are procured
by the agency from Anthura and Avo Company of Holland. Zopar has sold it to the Department of Horticulture and in turn, the
department has provided the selected beneficiaries free of cost.

1.2 The Zo-Anthurium Growers Society

The Zo-Anthurium Growers society had signed a Memorandum of Understanding (MoU) with Zopar Export Pvt. Ltd. in
2003 to supply A-Grade Anthurium cut flowers for export outside the state which is renewed every year. According to the contract,
a minimum of 2000 high quality cut Anthurium foliage will be exported to the Gulf countries weekly. The society also signed MoU
with Puja Florist, New Delhi for the marketing of A-Grade Anthurium cut flowers from the Serchhip district of Mizoram. Also,
MoU was signed with Sutton and Sons Pvt. Ltd, Kolkata on the 25 th July 2008 for the marketing of B-Grade Anthurium cut foliage.
Till 31st March 2010, 472 families grow Anthurium in Mizoram who get financial assistance from the Horticulture department, the
government of Mizoram. Zo-Anthurium growers President Smt. Lalhmangihzuali had reported that as many as 13,81,629 cut
flowers have been exported during 2008-09 worth Rupees 96,69,123. In 2009, the society had sold Anthurium cut flowers worth
Rupees 3,01,118/- to Puja Florist & Himalayan Florica, New Delhi and also exported worth Rupees 1,02,400 to Sutton & Sons Pvt.
Ltd, Kolkata during 2008-09.

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1.3 National Horticulture Board

Under the Technology Mission for Integrated Development of Horticulture in the North-Eastern States, the National
Horticulture Board aims to create infrastructural facilities for post-harvest management, marketing, and export. For this, it has
provided financial assistance to the Anthurium growers as - Back-ended capital investment subsidy @ not exceeding 20 percent of
the total project cost with a maximum limit of Rupees Twenty Five Lakhs per project under the scheme to these projects which are
found technically and financially viable. However, for the North-Eastern/Tribal/hilly Areas, the maximum limit of subsidy @ Rs
30.00 lakh per project. Cost of Land not exceeding 10 percent of the project cost.

1.4 State Government’s Initiatives

The Department of Horticulture, Government of Mizoram has initially encouraged 24 growers to cultivate Anthurium under
the Technology Mission for Integrated Development of Horticulture in North-Eastern states in November 2002. They were selected
based on the availability of land and water sources by the Department of Horticulture under the package and were given necessary
pieces of training and were provided quality planting materials, shade nets, and other farm inputs. All the planting materials
imported from Anthura and Avo company, Netherland by the Zopar Export Pvt. Ltd which was subsidized by the Department of
Horticulture, Government of Mizoram bearing all the procurement cost and distributing free of cost to the selected growers under the
financial assistance of the Technology Mission for Integrated Development of Horticulture in North-Eastern states. The first batch of
the consignment was sent to the neighboring states within eleven months of a plantation. The first consignment of the Anthurium cut
foliage exported from Mizoram was sent to Al-Locrity International LIC, United Arab Emirates (Dubai) through Zopar Exports. Pvt.
Ltd, a Bangalore based exporter on 23rd August 2006 and later on to London, Japan and Australia in 2007 and 2008. The best quality
is sent for export the remaining two-third is consumed in the state. With the Department of Horticulture, Government of Mizoram
implementing the Technology Mission, providing assistance to the selected beneficiaries, there is a huge scope for expansion in the
cultivation of commercial floriculture which is having a positive impact on the income level and the livelihood status of the grower,
thereby contributing to the economic development of Mizoram.

2. Route of Market Adopted by the Anthurium Growers

The route of the market is the channels through which the growers sold their harvested anthurium cut foliage to the ultimate
consumers. The route of the market is almost the same for all the growers. About 95 percent of the produce is sold to a marketing
agency and the remaining 5 percent which is rejected by marketing agency is sold to local markets till the year 2012. From the year
2013 onwards till date, the anthurium produced is sold to the Zo-Anthurium Growers society. However for both the markets, flowers
are brought home where cleaning, grading, and packaging are done, and thereafter it is sold to the collection center. In both Aizawl
and Kolasib district under the study area, growers brought the anthurium cut foliage immediately after harvest to their home for
cleaning and brought to a collection center where it is sold after grading in a raw form. The anthurium cut foliage purchased by
marketing agency is further processed i.e packed and sold out to the wholesalers and Retailers which finally reached the ultimate
consumers. Figure 1 presents the details of the route of the market adopted by the growers of both Kolasib and Aizawl district.

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 International Journal of Advance Study and Research Work (2581-5997)/ Volume 3/Issue 3/March 2020

Figure 1: Route of Market adopted by the growers

60
55

50
45

40

30

20

10

0
Field-Home-Market Field-Home-Market
Aizawl Kolasib

Source: Calculated based on field survey, 2019

2.1 Procurement of Cut Anthurium Foliage

Zopar Export Pvt. Ltd and Zo-Anthurium Growers Society is the primary collection centers in Aizawl and is located at the
center of the main city. They have no other collection center in any parts of the state. The cut flowers and foliage are sold to
these centers by the farmers themselves. Any available means of transport is availed by the growers to reach to the
collection center. Distance between cultivation site and collection center and distance between the source of cultivation and
airport, mode of transport i.e. refrigerated containers, cold storage facilities at the airport played a very crucial role. Percent
of volumes purchased by the marketing agency is available in figure 2.
Figure 2: Per Cent of Volume sold to the marketing agencies

Local Market Export

5%

95%

Source: Calculated based on field survey, 2019

2.2 Grading
Cut Anthuriumium foliage is brought to the collection center. The size of the petals and length of the stem are measured,
accordingly, grades are given. The prize of the foliage varies depending on the different grades. Grades and Price of the cut
Anthurium foliage are available in Table 1.

Table 1: Grades and Price of the cut Anthurium foliage.

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Grades Petal size (cms) Stem length (cms) Procurement cost (Rs)
Jumbo 15 & above 55 & above 14
Extra Large 13 50-55 13
Large 11 45-50 12
Medium 9 40-45 9
Small 7.5 35-40 6
Mini 3.5 30-35 3
Pee Wee <3.5 <30 -
Source: Zopar Export Pvt. Ltd, Chanmari, Aizawl, Mizoram.

2.3 The volume of Purchase

According to the Zopar Export Pvt. Ltd, the total volume of cut Anthurium foliage procured per year is 95,752 kgs. There is
a decline in the volume of purchase by the marketing agency due to the reason for heavy rainfall and diseases attack. The
volume of production, the quantity, and the price year-wise is presented in figure 3:
Figure - 3: Year-wise purchase volume of cut Anthurium foliag (in lakhs)

9.00

8.00

7.00

6.00

5.00

4.00

3.00

2.00

1.00

0.00
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Source: Calculated based on field survey, 2019

3 Market Channels
Growers grow flowers, suppliers procure them, they then sell these flowers to the wholesalers or retailers before the flowers
finally reach consumers. This sounds like a simple value chain, except that the players involved come from all over the world.
Marketing channels are based on the quality of the Anthurium cut foliage, Flowers are sold through collection center outlets which
are of export quality and the rest are sold in the local market.

3.1 Local market

Anthurium cut foliage smaller than 3.5cms and shorter than 30cms are classified as Pee Wee, but it is not procured by the
marketing agency since there is no demand for Pee Wee for export. The average purchasing cost per cut Anthurium foliage is
estimated to be Rupees 9.5/-The flowers with stain and low quality are rejected by the marketing agency. About 20 percent of the
total produces are consumed in the local market which is rejected by the marketing agencies due to its inferior qualities. Therefore, it
is roughly estimated that 80 percent of the total produced is exported and 20 percent is consumed in the local market. There is no
chain of a channel for the local market, mostly the producers themselves sold to the consumer or sold it to the local flower seller in
the market itself. Flowers are sold according to the local market price since there is no grading in the local market. Percent of the
volume of export is available in Figure 4.

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Figure 4: Per Cent of volume of export

Local Market Export

20%

80%

Source: Calculated based on field survey, 2019

3.2 Sale of Produce to Different Markets by the marketing agencies

80 percent of the cut Anthurium foliage is sold in the metropolitan cities. 45 percent of Anthurium cut foliage are sold to
Delhi, 20 percent are sold to Mumbai, another 20 percent are sold to Kolkata and 5 percent are sold to Bangalore, etc. including
abroad and the rest 10 percent are sold locally. Percent of volume sold for the last twelve years to different markets is presented in
Figure 5.
Figure 5: Per Cent of volume sold to different markets
50
45
40
35
30
25
20
15
10
5
0

Source: Calculated based on field survey, 2019

4 The cost incurred by the marketing agencies for export:

Anthurium cut foliage is bought in standard packaging with heads packed in polythene sleeves, cut end wrapped with moist
cotton. It is estimated that Rupees 0.48/- spend per cut flower. It is also estimated that 6 percent of dehydration before it reaches the
ultimate consumer. The maximum hour of storing is 48 hours. The estimated time taken for cleaning one unit is 10 minutes and the
cost of cleaning is estimated to be Rupees 36 per 16 cut flowers. Each package for export contains 36 numbers of cut flowers of the
same grade. The cost of packing is Rupees 45 for one package i.e Rupees 16 cut flowers. But the increase in price after value
addition is estimated to be Rs 1.25 per cut flower. Labor cost includes loading and unloading costs, mode of payment to the growers
is in cash. Grading of cut Anthurium foliage is labor-intensive thus additional cost involved is too high.

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5 Return of Profit
Anthurium cut foliage is sold in metropolitan cities like Delhi, Kolkata, Mumbai, Bangalore and foreign countries like
Dubai, Japan, etc. The average sale per cut flower is Rupees 18.72 while the average purchase cost is Rupees 9.5/-. It is estimated
that for value addition, transportation, labor, and service/commission charges, an average of Rs.6.1/- is incurred per cut flower,
therefore the cost of per cut flower comes to Rupees 15.6/-. The net return of profit per cut flower is Rupees 9.15/- and is available
in Table 2.
Table 2: Cost incurred and net return of profit per anthurium cut foliage
Items of expenditures Amount in Rupees
Average purchase cost 9.5
Transportation, Labour, Commission /service charges 6.1
Average sale per cut flower 18.72
Net return per cut flower 9.15
Source: Zopar Export Pvt. Ltd, Chanmari, Aizawl, Mizoram.

6 Problems faced
Major problems during procurement and transport faced by the marketing agencies are the Poor handling by cargo agents
that caused about 12 percent damages in every shipment and the exorbitant freight rates between Aizawl and Kolkata which is one
major setback.
6.1 Legal formalities for Export
No formal legalities are required. However, Zopar has obtained Registration from Director General of Foreign Trade (DGFT),
Shillong, Meghalaya for the NE states for export sales. For domestic markets, they have obtained trade license as stipulated by the
concerned states.
6.2 Challenges (including Legal/Policy) Constraints faced by Zopar Export Pvt Ltd
There are no major hurdles concerning legal or policy matters. However, logistics is one major setback for people dealing
with highly perishable items, more so in Mizoram as there is only one airline accepting cargo out of Aizawl, that too with such flight
cancellations and high freight rates. The Manager of Zopar Export Pvt. Ltd reported that during the monsoon months they run with a
loss which they recover it during the winter month.
6.3 Constraints faced by Zo-Anthurium growers Society
The same problem of logistics of dealing with a highly perishable commodity is also a major problem faced by the other
agencies and airlifting with high freight rates is a setback for the Zo-Anthurium Growers Society also.
6.4 Problems faced by the Growers
Overall there are 100 number of household growing Anthurium, nine percent do not have any problem, 84 percent are
facing the problem of disease attack, five percent were facing water scarcity problem and two percent have the havoc of natural
calamity (There are also few cases where storm have destroyed their entire shade net structure during the monsoon season, so natural
calamity also cause a loss to some growers). Problems encountered by the growers are presented in figure 6.

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Figure 6: Problems encountered by the Growers

84%
90%

80%

70%

60%

50%

40%

30%

20%
9%
10% 5%
2%
0%
Do not have any Disease Water Scarcity Others
problem

Source: Calculated based on field survey, 2019

Conclusion
The following suggestions and messages are derived by the researcher for securing improvement in the export of Anthurium in
the area under study:
1. There is an increasing demand for the supply of cut flowers but due to limited production, the supply could not meet the demand.
A marketing agency has provided an assured market for the growers.
2. Anthurium cut foliage has a good market potential including the international market which also generates huge revenue for the
state. So the institutional intervention to promote marketing of cut anthurium foliage has resulted in better income for the farmers.
3. Disease attack is the main problem faced by the growers. Hence, proper management needs to be incorporated to minimize the
losses due to disease attack. Constant guidance in the production practices to the growers is very much essential.
4. Reasons stated by the Department of Horticulture, the Government of Mizoram of not following the proper practice of the
production technology of Anthurium by the beneficiaries leads to the disease attack. Therefore proper care has to be taken on the
production practices by the growers.
5. At this point of initial cultivation of Anthurium in Aizawl and Kolasib district, it is suggested that the Department of Horticulture
examine the feasibility report of eight districts of the state of Mizoram for replication in larger scale in the entire state with the
proper arrangement since, marketing agencies have provided an assured market for the growers, the planting materials are supplied
to them, buy back the produced as per the agreement. 95 percent of the produced is sold to the marketing agencies. So the
institutional intervention for export of anthurium has resulted in better income for the growers.

References
[1] F. Lalnumawia and Nuchhungi Khawlhring, (2011): Cultivation of Anthurium in Mizoram, India: present scenario and future prospect
[2] N.P Singh. (2013): Anthurium cultivation under Naturally ventilated Playhouse for Cut Flower Production.
[3] S.B Singh and P.Punitha, (2012): Entrepreneurship Development through Anthurium Flower-A case study of Mizoram, North-East India.
[4] Export-Import Bank, (2006): “Floriculture, A Sector Study” Occasional paper No.112, Quest Publication.
[5] http://www.indiaagronet.com/indiaagronet/exportimport/trends.htm. dated 15th May 2011.
[6] http://www.efreshindia.com/efresh/Headers/Images/pdf/Schemes_National_Horticulture_Board.pdf. dated 11th May 2011.
[7] Horticulture and Agriculture Corporation, Ministry of Agriculture.
[8] Economic Survey of Mizoram. (2009-2010). Development Initiatives. Technology Mission.
[9] Zopar Export Pvt. Ltd, Chanmari, Aizawl, Mizoram.
[10] Zo-Anthurium growers Society, Aizawl, Mizoram.
[11] http//:Wikipedia.org dated 11th June 2012.
[12] http://www.apeda.gov.in/apedawebsite/SubHead_Products/Floriculture.htm dated 20th December 2009
[13] Praveen Singh et.al, (2018): Production and Marketing of Floriculture in Himachal Pradesh. A paradigm shift.
[14] Narendra K. Dadlani, (1998): Cut Flower Production in India
[15] https://dfr.icar.gov.in/AtaGlance/Profiles 16th December 2019
[16] http://www.fao.org/3/ac452e/ac452e04.htm dated 10th December 2019.

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