Valentine's Day is the first celebration of the year to jump start the economy in terms of sales. And it's becoming a much bigger celebration with each passing year - not to mention more expensive.
Topping the list of commodities which become more expensive at this time of the year is roses. My husband, who finds Valentine's Day a commercial holiday for manufacturers, feels its ridiculous that a bunch of roses have to cost that much. As an Indian, he, like many of us, tend to do some simple math, automatically converting these prices into the Indian currency, and finding that these flowers are really cheap in India (compared to the Canadian dollar) even today. In fact, even export quality roses in India sell for only 32 cents each in the domestic market. But this week, I had to tell my husband that the prices of these roses have gone up four fold even in India during Valentine's Day. A report in an Indian paper recently stated that India is one of the biggest exporters of roses worldwide. And a survey conducted by one of the leading Indian industry bodies said the price of roses, at this time of the year, had jumped four times to $1.25 per rose from its low price of just 32 cents. The report, which has been conducted by The Associated Chamber of Commerce and Industry of India (Assocham), talked to 250 rose cultivators, exporters, wholesale flower dealers and florists in Delhi, Chennai, Mumbai, Pune and Bangalore, and said Indian florists are expecting a 30 per cent increase in their revenues this February. Rose growers are now experimenting with a new way to increase the shelf life of the flower. But it is not only the international export market increasing the revenues of these Indian farmers. The growth for these roses also comes from the domestic market, which once was only restricted to the big cities, but now is seeing the demand rise even in small towns and villages.The Indian media is talking about how small time India (meaning those living in smaller satellite towns) are now big on celebrating Valentine's Day. Many couples for instance are going to get engaged or propose to their partners on this day. Valentine's Day has now become a big money making "season" in India and next to only Diwali in terms of sales, say many retailers in India. As well, it is as if this predominantly "Western celebration" has touched the hearts of millions of youngsters in India. For example, one web site talks of chocolate fondue recipes to stir up romance, in addition to a bevy of other ideas to create the perfect Valentine's Day for your sweetheart.Those of us who have come to the West and have settled here, find this new aspect of India quite fascinating.