Roses hold special meaning on Valentine’s Day. When the day falls on a weekday as it does this year, even the traders and exporters rejoice as it means more business.

Rajesh A Kumar, a rose trader at Moerheim India, said, “Last year, we witnessed drop in exports of roses as Valentine’s Day fell on Sunday. But 2017 is different as it falls on Tuesday and so far the demand has been good.”

Unlike last year, when the company was focussed on the domestic market, this year exports picked up, Kumar said.

Direct selling Praveen Sharma, President, Indian Society of Floriculture Professionals, said apart from Valentine’s Day falling on a weekday , another reason for increase in export is direct selling roses to European countries such as Greece and Italy by Indian rose traders.

Indian rose exports increased from 14 million flower stems in 2016 to 16 million flower stems this year. Of the total exports, around 35 per cent goes to UK, 19 per cent to Japan, 18 per cent to Australia and the rest to Malaysia, Singapore and Netherlands. Indian rose exporters usually sell their flowers to other European countries through global flower auction that happens in Netherlands.

Demonetisation impact Though the flower market is reviving, demonetisation played spoilsport in sale of roses in November and December. After the Centre’s decision to ban high value currencies ₹500 and ₹1000, many cash-based businesses took a hit.

Sharma said, “Demonetisation came at a time when the season was at a peak as it was wedding season followed by Christmas and New Year. In an attempt to cut cost, many cut down their expenses and it affected demand for roses.”

Jaison Prathish, Chief Executive Officer, Jaiho Exports, a rose exporter based in Hosur, said, “Though there was no impact in exports, domestic demand came down drastically in the last two months due to demonetisation.”

The company produces around 5000 to 50,000 bunches of Dutch roses every year. Post demonetisation, the cost of flowers came down to ₹50 from ₹150 that affected company’s profits. Adding to this was the uncertain political scenario in Tamil Nadu that is not helping Tamil Nadu rose farmers. “After Tamil month Thai, we get orders for house-warming ceremony and other small festivals. But with the current political dilemma, we have not received any orders,” he added.

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