Gauteng-based African Floralush is looking for a partner in India to provide natural alternative to artificial flowers.
The company uses patented technology developed by the Nelson Mandela Metropolitan University to extend the shelf life of fresh flowers.
Potential
“Being a virgin market, the product has lot of potential in India and we are in search of a right partner in India. Globally, this product commands a market of $500 million (about Rs 2,750 crore),” said Viljoen.
He was in the city as part of a trade delegation, led by South African Deputy Minister of Department of Trade and Industry Elizabeth Thabethe.
Output
African Floralush produces two lakh units a month and exports to 30 countries with Europe accounting for 80 per cent.
The roses, retailed under Iluba brand through large retail chains, are priced at $6 (Rs 330) a piece in the US.
Iluba roses are more preferred in the home decorators, hotels, ocean liners and long-distance train operators as they do not have to be replaced unlike freshly-cut arrangements, says Viljoen.
As part of a chemical process, the flower head is removed from the stem, as each part is preserved separately.
Once preserved, trained staff carefully join the two parts again, using stitching and glue.
The water in the cells and tissues of the flowers and foliage are replaced with natural eco-friendly preservatives.
The technique makes it possible to add natural perfumes to strengthen the fragrance of the roses and the colours can also be adjusted.
suresh.iyengar@thehindu.co.in