MARKETING OF ORNAMENTAL PLANTS IN RANGLI-RANGLIOT BLOCK, DARJEELING, WEST BENGAL

Abstract

Rangli Rangliot is a Community Development (CD) Block in Darjeeling District of West Bengal. The block is spread across an area of 272.99 sq km. There are 29 inhabited villages with total population of 70,125. The sources income and livelihood in the block were – (a) other source (plantation, transport, teaching, business and commerce, offices, etc.) absorbing 74.84 percent of the workers; (b) agriculture absorbing 15.09 percent of workers; and (c) cultivation absorbing 8.28 percent workers. 

The floriculture activities are slowly and steadily on the rise in the area. It is drawing cultivators from agriculture and labours from plantations. This paper is a study on the impact the distance (location) of floriculturists from motorable road has on their marketing practices and their income from floriculture in the Block. It is observed that the distance (location) from the road affects the choices of marketing communication practices as well as the income from floricultural activities.