Its a Flowery Business

Flowers are happy things- P. G. Wodehouse.

True. Just the sight of them, make you go- ‘oh-so-beautiful!’ Flowers…they bring a smile on even the saddest person’s face. Never have I come across anyone who doesn’t like flowers or whose mood isn’t instantly lifted on receiving one. Diamonds, chocolates and flowers are girl’s best friends (flowers being the cheapest of the lot and the most romantic). I am no exception to this. I love flowers!!! Every time I pass a florist’s shop I secretly wish to get a beautiful bunch of Orchids or Roses (or any damn flower, so long as I get a one) soon.

Every morning when I go to the station, I see him, Dalvi uncle. He sits on the street, near station, and sells flowers and bouquets. I used to always wonder what happens to so many other flowers which no one buys at the end of the day… Why do such a loss-making business? This floral business (many people might not even classify it as business, but business is business!) is one hell of a fragrant, happy and beautiful business.

‘I started this business with just 10 rupees (very filmy right?).’ Dalvi Uncle Set up his Flower shop 28 years ago. It seems flowers have always been evergreen (not literally). But for him, it was not just a business, it was his hobby. Arranging flowers, decorating bouquets, requires a lot of skill. And he loved doing it.

So how is this hobby of his, a profitable venture? ‘It is not always profitable’, pat comes his response. ‘There have been days when I have earned only Rs.5 in a day, and there are days when I earn as much as Rs.5000 or more. It all depends on the time and the customers.’ But do all flowers get sold everyday? What happens to the many flowers which don’t get sold? ‘Flowers stay fresh for 2 days, so I can sell them for 2 days but after that, I have to discard them, I give them back to where I brought them from, I don’t know what happens next with them.’

A typical day in Dalvi Uncle’s life:

o       Wakes up at 3:30 and catches a 4 o’ clock train to Dadar.

o       Goes to the market and bring his share of fresh flowers

o       Come back and set-up shop immediately

o       Start making bouquets, arranging flowers, cutting flowers to proper length, etc…

o       At the stall till 10/10:30

o       Starts winding up and end of the day.

He buys the flowers from the Dadar market, where the Bhaiyas bring the flowers and deliver them to him. He pays them their money and leaves. Since he has set-up his shop on a pavement, he has to pay to the Municipality everyday. They collect money; give a proper receipt on a daily basis. He also has two young boys working under him. Now out of the total income, if transportation, rent for the place, worker wage, buying flowers, buying baskets, etc… take up so much of the income, what remains for him? ‘Initially I used to get worried about it. Many people even suggested me to ask my sons to help with the business so that I don’t have to pay outside help, but I decided against it.’ He took efforts day in and out and today his sons are studying in USA. He decided he will never force his sons to this hobby of his. ‘It was my decision to get into this business; I didn’t want to impose it on them. I try and provide for my family, teach my kids and give them the best, but the decisions about their lives, are their own decisions.’

Recession… When it came to one of the most crucial factor that has affected businesses world over, I wasn’t sure if I should ask him about it. When we talk about recession, we never take into consideration such jobs, but even they are affected. Recession wasn’t a big problem for them though. ‘In the flower business, fluctuations don’t just depend on the World market, in fact, often there is fluctuation everyday. Although we don’t keep changing the price each and every day, we have to most of the times.’ The reason recession in particular didn’t hit them was maybe coz people never stop buying flowers (to celebrate success on being safe from recession or to show condolences to those who couldn’t take the shock of it), occasions never stop coming and people never stop buying.

One such occasion is Valentines Day. The price of one rose which is often in the range of Rs.10 to 20 went up to almost Rs.25, on this day. ‘I don’t believe in this day, I don’t understand why youngsters have adopted this Valentines Day culture, but such sentiments are of no use when it comes to business. I have to keep them aside and sell at the higher rate, ‘coz I buy flowers at a higher rate than usual.’

But at the moment, he is not very happy about the no. of customers he is getting each day. Since exams are going on, and it’s not exactly the season of marriages, profits are not that high these days. And on top of that, the customers haggle. ‘Now I don’t understand how to explain them that our profit margin is very low, it is difficult to even break even, on top of that if they bargain, it gets difficult for us. And in business, it is never considered a good thing to say a NO to customers.’ Now at such a time, when there is less demand, people are bargaining and many other florists also exist, business also gets divided, and so do the profits. ‘Risk is there in any business you do, you have to be willing to accept the challenge.’

So what are the current prices? How is the flower market currently? ‘From the past few days, market has been excellent. The Rose prices have gone back to being the old Rs.5 per rose rates, and bouquets are also cheaper now.’ ‘Wow! I exclaimed. At that point, like a true businessman Dalvi Uncle asked me ‘since it so cheap, why don’t you buy one rose?’ I smiled at him, and couldn’t resist the fragrance of the fresh flower. He gave me one flower free (again like a true businessman). ‘Even in this business, we value customers, and like to make friends out of them so that we get a loyal set of customers.’

I bought a flower (since it is cheap, and that too for myself…don’t start getting ideas) taking advantage of the market. So hurry up folks, what are you’ll waiting for? Buy those lovely flowers for your parents, girlfriends/boyfriends (I don’t mind if you buy them for me also), and make them happy. (Don’t worry, tell Dalvi Uncle my name, he will give you’ll a discount :p)