The rose price in the domestic market in Hosur has surpassed export market rates ahead of Valentine’s Day, creating an unusual and positive situation for flower farmers in Tamil Nadu. Normally, exporters pay higher rates due to international demand, especially from Europe, West Asia, and Southeast Asia. However, this year, strong domestic demand for Valentine’s Day has pushed local auction prices beyond export quotes.

Hosur, located near the Tamil Nadu-Karnataka border, is one of India’s major rose cultivation hubs. Every year, lakhs of roses are supplied from this region to cities like Bengaluru, Chennai, Hyderabad, Mumbai, and Delhi, as well as exported to foreign markets. But this season, domestic buyers are offering higher prices than exporters, making it more profitable for farmers to sell within India.

This development highlights changing consumption patterns, strong festive demand, and shifting dynamics in India’s flower trade.

Why Valentine’s Day Drives Rose Prices

Valentine’s Day, celebrated on February 14, is considered the biggest occasion for rose sales in India. Among all flowers, the red rose remains the most popular symbol of love and romance.

In the week leading up to Valentine’s Day:

• Demand increases sharply.

• Retail prices multiply several times.

• Florists place bulk orders.

• Online flower delivery platforms source huge quantities.

• Corporate gifting demand rises.

This year, domestic demand has been exceptionally strong. Traders in Hosur say that retailers and wholesalers from major cities started placing advance orders earlier than usual. As a result, auction prices in the local market have climbed significantly.

How Much Have Prices Increased?

According to market sources:

• Normal off-season rose prices range between ₹3 to ₹5 per stem.

• During Valentine’s week, prices can jump to ₹10–₹15 per stem.

• In retail markets, single roses may sell for ₹25–₹50 or even more in metro cities.

This year, domestic auction rates in Hosur reportedly crossed export purchase prices. Exporters typically negotiate rates based on international contracts and currency conditions. However, strong local demand has led to competitive bidding in domestic auctions.

For farmers, this price surge has brought much-needed relief.

Export Market vs Domestic Market: What Changed?

Traditionally, exporters offer premium rates for roses because:

• International buyers demand high-quality long-stem varieties.

• Payment is often in foreign currency.

• Bulk contracts provide assured purchase volumes.

However, several factors have influenced the export market this season:

1. Global economic slowdown affecting international demand.

2. Freight and logistics costs impacting export margins.

3. Currency fluctuations.

4. Strict quality compliance requirements.

5. Competition from countries like Kenya, Ecuador, and the Netherlands.

Meanwhile, domestic consumption in India has grown rapidly due to:

• Rising urban middle-class population.

• Growth of online flower delivery platforms.

• Increased celebration of Valentine’s Week events.

• Social media influence.

This shift has temporarily made the domestic market more attractive than exports.

Hosur: The Rose Capital of South India

Hosur’s favourable climate, skilled farmers, and advanced polyhouse cultivation techniques make it a key centre for rose production.

The region produces:

• Red roses

• Pink roses

• White roses

• Yellow roses

• Exotic hybrid varieties

Many farmers use protected cultivation methods such as polyhouses and drip irrigation to ensure high-quality output throughout the year.

The proximity to Bengaluru airport also makes it convenient for exports. However, this year, much of the produce is being diverted to domestic cities.

Impact on Farmers

For rose growers, this price rise is a major positive development.

Over the past few years, farmers faced challenges such as:

• Rising input costs

• Fertiliser price increase

• Labour shortages

• Uncertain export demand

• Weather-related crop damage

The surge in domestic prices ahead of Valentine’s Day has helped offset some of these pressures.

Farmers say that when domestic buyers compete strongly, they gain better bargaining power. Instead of depending solely on export contracts, they can choose to sell in local auctions where immediate cash flow is possible.

This year’s trend may encourage more farmers to focus on domestic festive markets.

Retail Prices in Metro Cities

While farmers benefit from higher auction prices, consumers in cities are experiencing a sharp increase in retail costs.

In metro cities like:

• Delhi

• Mumbai

• Bengaluru

• Chennai

• Hyderabad

Single roses are being sold at premium rates. Florists report that demand is especially strong among:

• College students

• Corporate buyers

• Online shoppers

• Event planners

Online flower delivery platforms have also introduced special Valentine’s Day packages that combine roses with chocolates, teddy bears, and greeting cards, further boosting demand.

Role of Online Platforms

One of the biggest drivers of domestic demand is the rapid growth of e-commerce flower delivery services.

These platforms:

• Offer same-day delivery.

• Provide customised bouquets.

• Promote Valentine’s campaigns aggressively.

• Use discount marketing strategies.

As internet penetration increases and digital payments become common, online flower sales have expanded beyond metro cities into Tier-2 and Tier-3 towns.

This digital shift has strengthened domestic demand compared to traditional export channels.

Join our Telegram Channel for Latest News and Regular Updates.

Start your Mutual Fund Journey  by Opening Free Account in Asset Plus.

Start your Stock Market Journey and Apply in IPO by Opening Free Demat Account in Choice Broking FinX.