The global flower trade is dominated by growers from Kenya, Ethiopia and Colombia, who produce on a large scale and supply major markets around the world. | Photo Courtesy: K_ K_ Mustafa
With Valentine’s Week around the corner, all is not well for India’s flower growers. While roses have flooded markets ahead of February 14, flower export farmers are grappling with rising air freight costs, sharply reducing their competitiveness in international markets.
The global flower trade is dominated by growers from Kenya, Ethiopia and Colombia, who produce on a large scale and supply major markets around the world. India was also once a stable exporter, but this position has weakened in recent years. “Post-Covid, airline freight charges have increased by almost 200 per cent, and the 18 per cent GST on air freight has made exports even more unviable,” said Srikant Bolapalli, president of the Growers Flower Council of India and director of the South India Floriculture Association.
The huge increase in logistics costs has had a huge impact on sales. Bollapalli said India exported more than 10 million flower twigs in the first 10 days of the Valentine season last year. This year, exports have dropped to only 3-4 million stems during the same period. “When freight costs increase so much, we are unable to match international prices. As a result, volumes have declined sharply,” he said.
Karnataka, one of the major floriculture centers of India, reflects this trend. The state accounts for about 30 percent of India’s rose production, producing about 10 lakh roses per day during the peak period. However, South India Floriculture Association (SIFA) president TM Aravind said exports from Karnataka have declined this season due to high air cargo costs and tax charges.
Arvind said freight rates vary widely by destination. The cost of exports to the Middle East is around ₹100 per kg, while the price of exports to Malaysia and Singapore is around ₹110 per kg including GST. To Europe, especially Holland, freight costs range between ₹180 and ₹200 per kg. “Cargo prices have increased two and a half to three times in the last two years, making exports difficult,” he said.
There has also been a shift away from traditional European markets towards Asian markets. This increases the scope and growth for all players to expand markets and focus on external markets,” said Chandrakala Bobba, director, Bobba Logistics.
Domestic market becomes trouble-shooter
Yet, amid export challenges, the domestic market has emerged as a bright spot. Increasing marketing and changing consumption patterns have driven domestic demand higher than expected this season. “For the first time, domestic demand has replaced exports,” Bollapalli said.
Rose prices during Valentine’s week, which were around ₹15-20 per stem last year, have increased to ₹25-30 this season. “After working so hard, farmers are asking why they should export when the domestic market is absorbing the quantities at better prices,” he said.
Online delivery platforms have further increased this demand. Edwin Samuel, owner of Four Seasons Depot Pvt Ltd, said companies like Blinkit and Swiggy are sourcing roses for February 14 delivery, which are contributing to higher procurement.
Dr Vishwanath, joint director of the horticulture department of Karnataka and MD of the International Flower Auction Bengaluru (IFAB), said the demand is also closely linked to the wedding and events calendar. “During the auspicious marriage period, demand and prices increase, while a decline is seen during phases like Ashadh and Pitru Paksha,” he said, adding that domestic rose prices have remained strong in recent months compared to last year.
For now, roses are finding a better market closer to home. But growers say the joy has been tempered by a familiar worry that, without reducing freight costs and tax burdens, India’s flowers may continue to lose popularity abroad, even if they enjoy a brief moment of bloom domestically.
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Published on February 11, 2026
