There
are a few western traditions that have percolated down to urban
Indian societies during last few decades; like for example,
celebrating new year eve on 31st
December. Another such custom that has become very popular recently,
is the tradition of Valentine's day and like everywhere else in the
world, young generations in India also wants to celebrate it. This
tradition perhaps got spread here, due to the programs in commercial
TV channels, such as MTV, dedicated radio programs and love letter
competitions, in addition to an economical liberalization that
allowed the explosion of the valentine card industry. However the
main focus on Valentine's day remains to be a red rose flower now,
which young men want to give to their female friends. This also has a
slightly funny side effect. Many girls, who know that boys would try
and offer them red roses, actually prefer to stay home on this day
and avoid any contact with the male friends, causing a great
disappointment to them.
St.
Valentine's Day began as a celebration of one or more early Christian
saints named Valentines, by a specific religious group. In
18th-century England, it evolved into an occasion in which lovers
expressed their love for each other by presenting flowers, offering
confectionery, and sending greeting cards known as "valentines”.
In present times however, it has evolved into giving gifts of
Greeting cards, e-cards and a mandatory red roses to all the female
friends.
Traditionally,
Indians normally never used to wear roses, perhaps with possible
exceptions of ladies wearing them occasionaly in hairstyles or
maharajas, in their button holes. Roses were grown mainly to make
rose water and rose essence oils. It the Indian state of Uttar
Pradesh, rose perfume extraction is still a huge business. However
this new tradition, imported from Europe though, has seen the sale of
red roses skyrocket every year around 14th
February. Since there is huge demand, flower growers have started
planting roses in a big way with State of Maharashtra having a big
stake in the growing. With rose plantations coming up in a big way,
new markets also have opened up particularly for Valentine's day. The
harsh winter condition around this time in Europe and good size of
roses available in India, have fuelled the international demand for
roses from India. During 2013, 6 million rose stems were exported
from Maharashtra alone. This year around 7 million roses will be
exported for Valentine's day from Maharashtra state flower belt,
concentrated around cities such as Pune, Sangli, Satara and
Ahmednagar valued at Rupees 170 million to Rupees 180 million. The
total target for Valentine day rose exports from Maharashtra is 9
million roses and that from India as a whole is a staggering figure
of 20 million rose stems.
Almost
80% of rose exports from India are to Europe with major importer
countries being Netherlands, Britain and Switzerland. There are some
specific reasons for this jump in export orders. Worker's unrest at
the world's biggest flower auction market in Netherlands and a threat
of strike by auction workers has pushed the wholesale importers in
Europe to look for rose supplies from flower growers directly, India
being their preferred choice. In addition to this, Flower wholesalers
association in Tokyo, Japan is promoting Valentine's day there. This
has increased rose exports to Japan, as it imports flowers mostly
from India alone. Australian importers have already booked more than
2 Million rose for Pune and Bengaluru exporters for valentine's day
this year.
In
fact, importers preference for India this year is so marked that
Kenyan Investment Authority has recently issued a statement on its
fears of loosing to India and Ethiopia in competition in cut flower
business because of the lower prices prevalent here. Indian roses are
exported on an average price of Rupees 18 per rose stem.
Valentine's
day is proving to be very lucky, at least for rose growers in India.
It is 'Roses all the way,' at least for them.
8th
February 2014
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