Skyrocketing Rose Costs
For many florists, this Valentine's Day week has presented an exceptionally challenging market, unlike anything seen in decades. The wholesale price for
a bunch of 20 red roses, which typically hovered around Rs 150 to Rs 200, has surged to an astonishing Rs 600 to Rs 650 since the beginning of February. Even bunches of coloured roses are now priced close to Rs 800. At these elevated costs, it has become nearly impossible for traditional florists to make any profit, with many businesses operating at a loss. This dramatic increase is attributed to a surge in demand from other cities like Hyderabad and Ahmedabad, as well as markets in Gujarat, leading to a considerable shortage of roses in the local supply chain. While larger industry players might absorb these costs, smaller, independent vendors are struggling immensely to keep their businesses afloat.
Supply Crunch & Market Dynamics
The scarcity of roses is acutely felt across the market, with a single red rose now fetching between Rs 40 and Rs 100, a stark contrast to the previous Rs 20 to Rs 30 price point. Although demand remains robust, the limited quantity of available roses is a significant bottleneck. While the quality of the roses that are available is reportedly excellent, their sheer scarcity is driving up prices to unforeseen levels. This year has seen an approximate 20 per cent increase in both the supply and pricing of flowers compared to last year. Experts suggest that unpredictable weather patterns may be a major contributing factor to reduced production, affecting not only roses but also other popular blooms like lilies. The price of a single bunch of roses is now ranging from Rs 600 to a staggering Rs 1,200, a level that was previously unimaginable for markets across Pune, Mumbai, Nashik, and Nagpur.
Customer Pushback & Retail Woes
The impact of these inflated prices was particularly evident on Rose Day, when consumers expected red roses to be priced at a more affordable Rs 20 to Rs 30 each. When florists quoted prices between Rs 40 and Rs 50, many potential customers declined to purchase, leading to unsold stock remaining at the end of the day. This situation is not isolated; florists across the city are reporting similar financial setbacks. Even at the retail level, where roses are sold for Rs 25 per piece, the process of separating damaged flowers from each bunch further diminishes the saleable quantity, squeezing profit margins even thinner. Despite the challenging price point, the festive season has maintained a steady flow of customers, with some understanding the market realities and proceeding with purchases. Interestingly, online flower prices are reported to be on par with those found in physical stores, offering little respite for traditional vendors.
Adapting to Survive
Faced with escalating costs and fierce competition, many small florists are actively seeking innovative ways to attract and retain customers. One such strategy involves diversifying their product offerings beyond traditional bouquets. This includes creating attractive chocolate bouquets and featuring single tulips, while still ensuring the availability of high-quality roses. The aim is to provide a broader range of gifting options that can appeal to different preferences and price points, thereby mitigating the direct impact of rose price volatility. This proactive approach allows them to maintain customer engagement and generate revenue even in a difficult market. For the small florists in Pune, this Valentine's season has undoubtedly been one of the most demanding and financially taxing in recent memory, pushing them to adapt and innovate to stay in business.
