Pune Rose Prices Skyrocket Ahead of Valentine's Day Amid Supply Crunch
Rose prices in Pune have experienced a dramatic surge across both wholesale and retail markets in the lead-up to Valentine's Day. This sharp increase is primarily attributed to delayed production caused by unusually cold winter conditions in December, coupled with robust seasonal demand from weddings and Valentine's Day gifting.
Retail Rates Reach Alarming Heights
In early February, retail prices in Pune have already climbed to Rs450–Rs480 per bundle of 20 roses. This represents nearly double the price levels observed during the same period last year, creating significant concern among consumers and florists alike.
Colder Winter Delays Production Cycles
Growers have reported that winter 2025 was notably colder than 2024, which slowed plant growth and delayed peak harvesting cycles, especially within greenhouse environments. Consequently, full-scale production has not yet commenced, severely restricting market availability at a time when demand traditionally peaks.
"The cold weather has significantly delayed production this year. Flowers are still standing in greenhouses and are not yet ready for harvest. This has drastically reduced availability," explained Dolly Mahawar, Head of Business Development at Soex Flora. "Prices have increased mainly due to the widening demand–supply gap. Export volumes remain almost identical to last year," she added.
In contrast, warmer winter conditions in 2024 facilitated early production, easing availability during the first half of February. This year, growers had planned staggered production to prevent oversupply, but the intense cold in December unexpectedly slowed output, according to traders.
Export Demand Remains Steady Amid Domestic Surge
Meanwhile, exporters indicate that Indian roses continue to attract consistent overseas interest, supported by competitive pricing and enhanced quality. Jaysingh Hulawle, Member of the Indian Society of Floriculture Professionals and Director at Pavana Sanskruti Farmer Producer Company, emphasized quality as a critical factor.
"There is strong demand for Indian flowers, bolstered by improved quality resulting from favourable winter conditions. Clear weather during this period enabled growers to achieve better stem length and superior colour, which is crucial for both domestic and export markets," he stated.
Hulawle further noted that demand remains robust for both red roses and coloured varieties, with exporters managing large orders throughout the year. However, domestic prices are currently outperforming export realizations.
"The domestic market is permitting excellent pricing. Retail rates in early February are approximately Rs480 per bundle of 20 roses, compared to about Rs260 during the same period last year. If this trend persists, prices during Valentine's week could escalate to Rs700 to Rs800 per bundle. Prices may even rise to Rs35–Rs40 per rose during the peak period," he projected.
Hulawle also highlighted unfavourable weather over the past five days. "Insufficient sunlight has reduced photosynthesis activity, impacting flower opening and production. This has created a supply shortfall, driving prices upward," he explained.
Multiple Factors Intensify Supply Pressure
Industry representatives point to the convergence of Valentine's Day with the wedding season, along with extended rains and a severe winter, as factors exacerbating supply constraints. Praveen Sharma, President of the Indian Society of Floriculture Professionals, stated that domestic demand intensified as these elements coincided.
"The extended rains and severe winter have generated a wider supply gap over the last three months, resulting in a historic price hike per stem. The market has now adjusted to a new normal of Rs300 to Rs500 per bunch and above, even during non-Valentine periods," Sharma remarked.
"Prices in the domestic market are now comparable to many international markets, including the Middle East and Europe. Consequently, growers prefer domestic buyers, as this also avoids international logistics and advance payment terms," he added.
"The ongoing wedding season during the Valentine window has further amplified demand. Some years feature more wedding dates concentrated in the first two weeks of February, which often elevate rose prices—exactly as we are witnessing this year," Sharma concluded.
Florists Report Sustained High Prices
Florists in Pune confirm that wholesale prices have remained elevated even after the peak wedding season. City-based florist Sharda Bajaj reported that roses were selling at unusually high rates before Valentine's Day demand fully materialized.
"During the recent wedding season, we paid up to Rs800 per bundle of 20 roses in the wholesale market," she disclosed, adding that current wholesale prices range between Rs350 and Rs400 per bundle, while retail customers are paying around Rs30 per rose.
