The rising price of roses on Valentine's Day forced couples to ditch the symbol of love and rather opt for sweet nothings. Price of a single rose had doubled than its original cost of Rs15 to Rs 30. The price rise, according to the traders, is due to the reduction in rose production. The unusual dip in mercury has affected the rose market. As per trend seen in the city many youngsters now have diversified choices when it comes to gifting, thus affecting the demand of flowers. "Normally price of a flower in wholesale market range from Rs 7-10, which is now costing Rs 12-15. Marriage season has also shot up the demand of flowers. In retail market, price of a rose has increased from Rs 15 per piece to Rs 30," said Ahmed Shaikh, president of Amdavad Wholesale Flower Market Association. Retailers stocked flowers anticiapting a robust demand. However, there was a decrease in sale due to the price rise, and also youngsters are now opting for other options like chocolates, affecting the sale of flowers, said Shaikh. Normally, the market receives over 3,000 bundles, one bundle equalling to 20 pieces. However, just ahead of Valentines Day, it increases by about 8-10 times. The flowers are brought in from Bengaluru, Pune, Nashik, Mumbai and Delhi. Shaikh informed that prolonged cold weather has reduced the production rate this year, which is also one of reasons for the prices going up.

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