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This story is from December 29, 2006
All set for V-Day
Floriculturists in Pune are gearing up to cash in on the growing demand for roses on V- Day.
They have timed their flower-beds in such a way that the roses will be ready for plucking just in time to meet V-Day demand.
According to Avinash Rangnekar, director, Ace Agro Bio sciences, Talegaon, while the international market for the commodity has always been huge, the domestic market — which prominently consists of Delhi and Mumbai — has also increased substantially in the last few years.
He said floriculturists time their flush, or harvest, by calculating 45 days backwards. To make the best roses available on February 14, the stems of the rose plants are bent (to grow healthy and bigger buds) 45 days in advance, he added.
"The entire last week preceding Valentine's Day is called the 'Valentine window' and the procedure is called 'flushing for Valentine', which means growing flowers for that specific day."
While Valentine's Day has grown tremendously in smaller cities like Jalandhar and Ambala in the North, Rangnekar said the Pune market too is growing in a big way — thanks to the large student fraternity and the growing IT industry here.
"We cannot put in absolute figures the demand for roses in the market on the day, but it is definitely growing tremendously — not only in Mumbai and Delhi, which are big markets — but also in Pune," said Rangnekar, who supplies 1.5 lakh roses for Valentine's Day.
Jamma of Suntek Farms in Talegaon Floriculture Park said, "Although the international market has always been big, demand in the domestic market during Valentine's Day is growing. This year, we are expecting a 30 per cent growth."
The growers are also expecting a good price. "While a rose may cost anything between Rs 2 and Rs 4 on normal days, it costs a minimum of Rs 10 on Valentine's Day. For other businesses, Diwali and Dussehra are the big days. For us, it is Christmas and Valentine's Day," Jamma said.
Floriculturist Mohan Riswadkar of Protek Infrastructural Services said the roses are cut at least a week before Valentine's Day and stocked in cold storage.
"Apart from Mumbai and Delhi, there's been a substantial increase in demand from smaller cities like Ahmedabad, Pune and Indore."
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