Horticulture plays an important role in modern communities, but it is undergoing some very significant challenges that are impacting on the production as well as on the exports of horticultural crops. Government has made many efforts to increase the horticulture production in the State, but in the marketing there is not any proper attention. Middleman exploitation, unregulated market, price fluctuations and high cost of transportation were the main challenges as expressed by majority of the respondents. The aim of the present paper is to analyze the marketing challenges faced by the horticulture growers in the district Pulwama of Kashmir valley.