As Valentine’s Day week fuels demand for flowers, florists across the city say rising wholesale prices and changing market dynamics have led their businesses to losses instead of profits.
Rajesh Gaikwad, a florist who has been selling flowers on JM Road for more than three decades, said he had “never seen such a terrible market”. According to him, a bouquet of 20 red roses that earlier cost between Rs 150 and Rs 200 is now priced at Rs 600, Rs 650 since February 1, while a bouquet of colored roses costs almost Rs 800. “At these prices, it is impossible to make any margin. My business is running at a loss,” he said.
Gaikwad attributed the sharp price increase to increased flower exports to cities such as Hyderabad and Ahmedabad and to markets in Gujarat, which he said has created a shortage locally. “The big players that have entered this industry are not affected by costs, but small suppliers like us are struggling,” he added. The rise of online flower sales and promotional offers from shopping malls (some of which offer free roses with purchase) have further hurt traditional florists, he said.
Shubham of Sayali Florist on FC Road said the price of a single red rose, which earlier ranged between Rs 20 and Rs 30, has now gone up to Rs 40 to Rs 100 per piece. “There is huge demand, but supply is limited. The quality of roses available is very good, as is the price, but the quantity is simply not enough,” he said.
Comparing the situation with last year, Shubham pointed out that there has been an increase of almost 20 per cent in both supply and prices. However, he believes unpredictable weather conditions could be a major factor affecting production. “The weather has contributed to reducing the supply. It’s not just about roses, even the supply of lilies has decreased this season,” he added.
According to him, the cost of a single bouquet of roses this year ranges between Rs 600 and Rs 1,200, levels which he said were completely unexpected. “Whether it is Pune market, Bombay In the market, or even in Nashik and Nagpur, prices reaching Rs 1,000 were never anticipated,” he said.
The impact was particularly visible on Rose Day on Saturday, when customers expected red roses to be priced between Rs 20 and Rs 30 a piece. “When we quoted between Rs 40 and Rs 50, many customers refused to buy. Yesterday’s stock is yet to be sold,” Gaikwad said, adding that florists across the city are facing similar losses.
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Echoing these concerns, Ashish, a retailer at Mahatma Phule Mandai, said he sells red roses at Rs 25 per piece at retail. However, he noted that florists must first separate damaged flowers from each bouquet, further reducing their salable stock.
Despite the high prices, Shubham said the festive season has ensured a steady footfall. “People who understand market dynamics continue to buy,” he said, adding that online flower prices are also on par with offline prices.
To attract customers amid rising costs, Sayali Florist has diversified its offering, including chocolate bouquets and individual tulips, while maintaining high-quality roses.
However, with costs rising and competition intensifying, small florists in Pune say this Valentine’s season has been one of the toughest yet.
The writer is an intern at The indian express