Global perspectives on socio-economic dynamics, marketing practices and challenges in jasmine trade: Evidence from a prominent Indian flower market

Jasmine, renowned for its fragrance and economic significance, is a vital commercial flower crop with extensive cultural and industrial applications. Despite its global demand, jasmine marketing faces persistent challenges, particularly in ensuring profitability and sustainability. This study investigates the socio-economic dynamics, marketing practices and challenges jasmine marketers face in the Madurai flower market, one of the largest flower trading hubs in southern India. Using a structured interview schedule, data were collected from 60 randomly selected marketers, focusing on their profiles, decision-making processes, packaging methods and trade strategies. Key findings reveal that most marketers are experienced professionals whose marketing behavior is significantly influenced by age, education and decision-making abilities. Grading, packaging and transportation practices were assessed, highlighting inefficiencies contributing to post-harvest losses. Critical constraints were identified as price volatility, perishability and inadequate infrastructure. Respondents emphasized the need for price stabilization mechanisms, advanced storage facilities and access to real-time market intelligence. This research provides actionable insights for enhancing jasmine market efficiency and profitability. The findings are particularly relevant to global markets, as jasmine is a key ingredient in the fragrance, essential oil and traditional medicine industries, with an estimated annual global market value of over USD 500 million. Addressing the constraints identified could reduce post-harvest losses by up to 20%, significantly increasing stakeholder economic returns. These insights have commercial and environmental implications, offering a roadmap for sustainable flower trade practices and supporting the livelihoods of farmers and marketers globally.