Pune: Rose prices have risen sharply across wholesale and retail markets ahead of Valentine's Day, driven by delayed production following unusually cold winter conditions in Dec and strong seasonal demand from weddings and Valentine gifting.
In early Feb, retail rates in Pune are already touching Rs450–Rs480 per bundle of 20 roses — nearly double the levels in the same period last year.
Exporters and industry representatives said overseas demand remained steady to marginally higher than last year, but the current price surge is largely the result of tight domestic supply.
Growers said winter was colder in 2025 than 2024, slowing plant growth and delaying peak harvesting cycles, particularly inside greenhouses. As a result, full-scale production has not yet begun, restricting market availability at a time when the demand is traditionally high.
"The cold delayed production this year. Flowers are still standing in greenhouses and are not ready. This has reduced availability," said Dolly Mahawar, head of business development at Soex Flora. Prices have increased mainly due to the demand–supply gap. Export volumes are almost the same as last year, she added.
In 2024, warmer winter conditions had led to early production, easing availability in the first half of Feb. This year, growers also planned staggered production to avoid oversupply, but intense cold in Dec slowed output, traders said.
Meanwhile, exporters said Indian roses continue to attract steady overseas interest, supported by competitive pricing and improved quality.
Jaysingh Hulawle, member of the Indian Society of Floriculture Professionals and director at Pavana Sanskruti Farmer Producer Company, said quality was a key factor. "There is good demand for Indian flowers, supported by improved quality due to favourable winter conditions. Clear weather during the period helped growers achieve better stem length and better colour, which is important for domestic and export markets," he said.
He further said demand remains strong for both red roses and coloured varieties, with exporters operating year-round handling large orders. However, domestic prices are outperforming export realisations currently.
"The domestic market is allowing for good pricing. Retail rates in early Feb are around Rs480 per bundle of 20 roses, compared to about Rs260 in the same period last year. If the current trend continues, prices during Valentine's week could reach Rs700 to Rs800 per bundle. Prices may rise to Rs35–Rs40 per rose during the peak period," he said.
Hulawle also pointed to unfavourable weather over the last five days. "Insufficient sunlight has reduced photosynthesis activity impacting flower opening and production. This led to a shortfall in supply, causing increased prices," he said.
Industry representatives said the overlap of Valentine's Day with the wedding season, along with extended rains and a severe winter, added pressure on supplies. Praveen Sharma, president of the Indian Society of Floriculture Professionals, said domestic demand intensified as these factors coincided.
"The extended rains and severe winter created a wider supply gap over the last three months, resulting in a historic hike in prices per stem. The market has now adjusted to a new normal of Rs300 to Rs500 per bunch and above even during the non-Valentine period," Sharma said.
"Prices in the domestic market are comparable to many international markets, including the Middle East and Europe. Therefore, growers prefer domestic buyers since it also prevents international logistics and advance payment terms," he added.
"The ongoing wedding season during the Valentine window further increased demand. Some years have more wedding dates concentrated in the first two weeks of Feb, which often increase rose prices — like this year," Sharma said.
Florists in Pune said wholesale prices remained elevated after the peak wedding season. City-based florist Sharda Bajaj said roses were selling at unusually high rates even before Valentine's demand had set in.
"During the wedding season recently, we paid up to Rs800 per bundle of 20 roses in the wholesale market," she said, adding that current wholesale prices range between Rs350 and Rs400 per bundle, while retail customers are paying around Rs30 per rose.
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