Petals to Profit: Value Chain Analysis of Jasmine and Tuberose in Tamil Nadu

Jasmine (Jasminum spp.) and tuberose (Polianthes tuberosa) are two of India’s most cherished fragrant flowers. Jasmine is commonly used in weddings and religious functions, while tuberose is valued for decorative and perfumery purposes. Both flowers are in high global demand. However, farmers face challenges such as fluctuating prices, dependency on intermediaries, lack of cold storage, and post-harvest losses. This study aims to analyze the value chain, cost structure, marketing channels, and income patterns of jasmine and tuberose growers in Tamil Nadu. A sample of 60 farmers (30 jasmine and 30 tuberose growers) was selected from major flower-producing regions such as Madurai, Dindigul, and Coimbatore. The study was conducted using structured questionnaires, personal interviews, and focus group discussions. Analytical tools such as value chain mapping and Cost and Income Analysis were used. Results reveal that four key channels were identified: channel(I) direct sales to retailers, channel (II) commission-based mandis, channel (III) contract farming with perfume factories, and channel (IV) export-oriented marketing. The results showed that farmers engaged in direct sales or contract farming earn significantly higher net incomes than those selling at the farm gate. Perfume factories recorded the highest Benefit-Cost Ratio (BCR) of 1:3.53 for jasmine and 1:3.17 for tuberose, due to value addition and the high market price of absolute from extraction. Exporters also achieved better margins. The study recommends strengthening market linkages, encouraging group marketing, and enhancing government support to improve the profitability and long-term sustainability of jasmine and tuberose farming in Tamil Nadu.