Marketing and Institutional Constraints in Rose Value Chains: A Comparative Analysis of FPO and Non-FPO Stakeholders in Rajasthan, India

Abstract

The present study examined the marketing and institutional constraints faced by stakeholders in FPO and non-FPO rose value chains in Ajmer district, Rajasthan. The study focused on rose growers, Farmer Producer Organisations (FPOs), and market intermediaries involved in the rose value chain. Primary data were collected from 80 rose growers, comprising 40 FPO member farmers and 40 non-FPO farmers, along with selected FPO representatives and market intermediaries, including village traders, processors, wholesalers, and retailers. Garrett’s Ranking Technique was used to prioritise the constraints reported by different stakeholder groups. The findings showed that the lack of linkages with other farmers’ organisations was the most important marketing constraint among FPO farmers, with a mean score of 68.30. In contrast, price fluctuations were the most severe constraint among non-FPO farmers, with a mean score of 74.43. Among FPOs, fluctuating prices of rose and rose products ranked first, followed by high processing costs. Village traders, wholesalers, and retailers also identified price fluctuations or seasonal distress due to price variation as their major constraint. Processors reported the high cost of processing equipment as the most serious limitation, followed by limited skills in operating machinery. Overall, the results indicate that price instability, weak institutional linkages, limited processing capacity, inadequate storage facilities, and insufficient market coordination restrict the efficiency of rose value chains. Strengthening institutional linkages, improving market information systems, expanding affordable processing facilities, and enhancing coordination among value-chain actors may contribute to better performance in the rose sector in Rajasthan.