An experiment was conducted at the Regional Research and Technology Transfer Station (RRTTS) research field to evaluate trait associations and economic performance of five African marigold cultivars under the western undulating agro-climatic zone of Odisha, India. The experiment was conducted during the rabi seasons of 2018–2019 and 2019–2020, using a randomised block design with four replications. Significant differences among cultivars, viz., Arka Alankar, Arka Bangara, Bidhan Marigold 1, Bidhan Marigold 2 and Bidhan Marigold 3, were observed in the studied parameters related to growth, flowering and yield. High heritability associated with high genetic advance expressed as a percentage of the mean for flower yield, days to 50 % flowering, flower buds per plant and flower diameter indicate that direct selection will be effective for these traits. Correlation analysis revealed significant positive associations between flower yield and the number of branches per plant, total flowering duration, flower buds per plant, flowers per plant and flower diameter, whereas early flowering exhibited negative correlations with yield. The cultivars were grouped into distinct clusters through hierarchical cluster analysis, with Arka Bangara and Bidhan Marigold 2 identified as phenotypically superior. The first principal component explained most of the total variance and was related mainly to yield and growth parameters, which were responsible for the genotypic divergence under study. Economic analysis further confirmed the commercial superiority of Bidhan Marigold 2 and Arka Bangara, which exhibited the highest flower yield (488.2 and 482.1 q ha-1 respectively) and superior benefit to cost ratios. These cultivars are therefore recognised as the most promising for commercial cultivation and future genetic improvement programmes in the agro-climatic zone.