For ensuring that Indians living abroad get supplies of fresh flowers to deities at home and temples, consignments of Geographical Indications (GI) certified Madurai malli and other traditional flowers such as button rose, lily, chamanthi and marigold were exported today to USA and Dubai from Tamil Nadu.

The flowers for the consignments were sourced from Nilakottai, Dindigul and Sathyamangalam, Tamil Nadu by APEDA registered M/s.Vanguard Exports,Coimbatore.

The exporters of consignments were supported by professors from floriculture department of Tamil Nadu Agriculture University, Coimbatore in adoption of packaging technology to increase the shelf life of the flowers. Direct contacts with the farmers to cultivate quality flowers were undertaken by the exporters and the initiative generated employment to about  130 women workers and about 30 skilled workers.

Indian community in Dubai and USA would be able to offer fresh flowers to Hindu deities both at home and temples while celebrating religious and cultural festivals after exports of flowers from India continue at regular interval.

During 2020-2021, fresh cut flowers jasmine flowers and bouquets (comprising of jasmine and other traditional flowers) valued at ₹ 66.28 crores were exported to countries like USA,UAE, Singapore, etc. Out of which, value of ₹ 11.84 crores were exported from Tamil Nadu region through major airports of Chennai,Coimbatore and Madurai.

Jasmine (Jasminum Officinale) is one of the most popular flowers found  across the world. The scent of Jasmine is synonymous with the splendor of Madurai’s Meenakshi temple, Madurai has emerged as a major market for the malligai grown in its neighbourhood, and has evolved into the ‘jasmine capital’ of India.

Geographical Indications enable export of Madurai malli and traditional flowers, supporting packaging innovation and rural employment. Export consignments of Geographical Indications-certified Madurai malli and traditional flowers were sent from Tamil Nadu to the USA and Dubai, sourced from Nilakottai, Dindigul and Sathyamangalam by an APEDA-registered exporter. Floriculture specialists provided packaging technology to extend shelf life, exporters set up direct farmer procurement to secure quality, and the initiative created local employment; reported aggregate export values for fresh cut flowers and bouquets in 2020-21 and Tamil Nadu's reported share via major airports contextualise the commercial impact.