“The government has long spoken of promoting local agriculture, but this is a sector that needs more than words. If policymakers truly want Goans to buy Goan flowers, then concrete measures are required. Subsidies or incentives can help reduce the cost of production so that local farmers can sell at competitive prices. Marketing support is equally crucial. Imagine if stalls carried a clear label reading “Locally Grown in Goa” backed by a state campaign urging people to prefer homegrown flowers. Just as there are drives to buy local sweets or fish, flowers deserve the same attention.”
Every year, the arrival of festivals in Goa brings with it the sight and scent of marigolds. They line doorways, decorate temples, and brighten markets. This year was no different in terms of abundance. Goan farmers produced a healthy yield of flowers, especially marigolds, a sign that local cultivation is alive and well. Yet despite this success, many people still walked past Goan produce and bought flowers from non-Goan sellers. The main reason is both simple and disheartening: price.
Reports show that non-Goan marigolds were available for about ₹80 a kilogram, while Goan flowers were sold at ₹120. For the average buyer preparing for a festival, this difference is significant. No matter how strongly one feels about “supporting local,” saving ₹40 on every kilogram is difficult to ignore. At the end of the day, flowers are a seasonal purchase, not a luxury item. The bulk quantities bought for Ganesh Chaturthi, Dussehra, or Diwali push families to look for the most affordable option.
This raises a troubling question: if Goan farmers cannot compete with non-Goan sellers even during festivals, when demand is highest, what does it mean for the future of local cultivation? Unless urgent steps are taken, Goa risks becoming a consumer of flowers from outside rather than a producer of its own.
There are deeper issues at play. Farmers say that the cost of production in Goa is higher than in neighbouring states. Labour is expensive and often hard to find. Land comes at a premium, making large-scale cultivation difficult. Transportation and middlemen add their own markups. Non-Goan sellers, who often bring flowers in bulk from Karnataka or Maharashtra, benefit from economies of scale. They can undercut local prices because their costs are spread over larger volumes.
Quality perception is another hurdle. Buyers sometimes assume that outside flowers are more uniform, longer lasting, or better suited for garlands. Whether this is true or simply a matter of perception, it works against the Goan farmer. In markets, presentation often wins over provenance.
The government has long spoken of promoting local agriculture, but this is a sector that needs more than words. If policymakers truly want Goans to buy Goan flowers, then concrete measures are required. Subsidies or incentives can help reduce the cost of production so that local farmers can sell at competitive prices. Marketing support is equally crucial. Imagine if stalls carried a clear label reading “Locally Grown in Goa” backed by a state campaign urging people to prefer homegrown flowers. Just as there are drives to buy local sweets or fish, flowers deserve the same attention.
Another approach is to strengthen cooperative systems. Farmers working individually cannot compete with bulk imports, but if they pool resources, coordinate supply, and negotiate collectively, they may have better bargaining power. Cooperative flower markets could ensure fairer pricing for farmers while keeping costs attractive for buyers.
There is also room for innovation. Instead of only selling loose flowers, Goan farmers could tap into value-added products: ready-made garlands, packaged floral decorations, or even natural dyes and oils from marigolds. By diversifying, they reduce dependence on one fluctuating market and appeal to a wider base of customers.
It is encouraging to note that this year saw fewer non-Goan sellers compared to previous years. That means there is space for local cultivation to reclaim its place. But this window will not remain open forever. Farmers need timely support, and buyers need a reason to choose local even when it costs slightly more. Cultural pride can be one reason, but it cannot be the only one. Economics will always matter.
Goa is at a crossroads. We can either allow our markets to be flooded by cheaper imports, leaving local farmers disheartened, or we can actively craft a strategy that makes Goan flowers both affordable and desirable. Festivals should not just be about celebration but also about sustaining livelihoods. Every marigold strung across a Goan home should remind us that behind its petals lies the hard work of a local farmer who deserves both recognition and fair reward.
If Goa can manage to strike that balance between price and pride, then perhaps in the years ahead, the brightest blooms in the market will not only be marigolds but also the hopes of farmers rooted in their own soil.
