A project was executed on leading cut flower crop, the rose, as it is leading cut flower crop in the country and enjoys high demand in both national and international markets. During last few years, there is an increasing trend in rose cut flower production in Punjab and according to a survey, 1,300 acres of land is under rose cut flower crop in Punjab which is 68% of total area under cut roses in Pakistan. In this study, major rose growing areas of Punjab were surveyed on a detailed questionnaire to develop a profile of growers’ practices and to identify their problems. On the basis of findings of this survey, physiological pre and postharvest assays were carried out to optimize rose cut flower production and handling in the country. It was observed that majority of rose growers in Punjab were illiterate, had small land holdings, were ignorant of modern techniques of cut flower production & handling and need training in both soil & nutrient management as well as postharvest handling. Regarding pre harvest experiments, different cultivars of Rosa hybrida were compared by growing in greenhouse vs. open field and observed that greenhouse cultivation enhanced growth, yield & quality as compared to open field production. Rosy Cheeks & Whisky Mac were vigorously growing & high yielding cultivars followed by Anjleeq whereas Kardinal and Amalia produced good quality flowers in greenhouse. Growing media were standardized by using traditional media amended with organic agricultural wastes. Press mud proved better agricultural waste to be used as growing media for cut roses as it enhanced flower yield and quality. In this survey, soil salinity was pointed out as a major problem in rose cultivation which not only reduced growth but also hampered absorption of various nutrients from soil. To optimize pre- harvest salinity tolerance and micronutrients requirements, two experiments were conducted and observed that roses are salt sensitive plants and when salinity level was raised than 2.5 dSm -1 , growth, yield and quality was reduced. Kardinal and Anjleeq xxiiiperformed slightly better as compared to Gold medal. In case of micronutrients, foliar spray of Boron, Zn & Fe improved flower yield & quality alongwith vegetative growth. Three experiments were conducted to standardize various preservatives, storage modes, temperatures and packing materials to enhance longevity and keeping quality of Rosa hybrida. Sucrose (4%) in combination with ascorbic acid (600 mgL -1 ), acetyl salicylic acid (100 mgL -1 ) or salicylic acid (200 mgL -1 ) proved best treatments as preservative while pulsing with 0.5mM STS solution proved better than un-pulsed for extending vase life. Wet storage was better than dry storage and 1±1°C storage delayed senescence followed by 5±1°C for extending vase life of cut rose flowers. Flower packaging in corrugated cardboard boxes lined with cellophane paper was proved better for storage and transportation as compared to growers’ package and wrapping in newspaper or placement in wooden crates which are common methods of cut rose packaging and transportation in our country at the moment. On the basis of findings of this study, it is suggested that Rose growers should be provided training regarding modern techniques of rose cut flower production & postharvest management. Other media like coco coir and municipal compost should also be tested along with press mud and rice hulls for greenhouse rose production. Role of growth regulators should also be investigated to enhance vase life of Rosa hybrida. Further studies on postharvest behavior of Rosa hybrida should be continued to compare seasonal behavior.