The Flora: A Blossoming Lifestyle Brand Redefining Flower Experience

 Shashank Upadhyay  ,      Co-FounderFlowers have always held a special place in our lives. They symbolize love, beauty, and a connection to nature. In the bustling city of Bangalore, a unique and innovative lifestyle brand is taking the concept of flower delivery to a whole new level. Meet The Flora, a direct-to-consumer brand that is not just delivering flowers but is redefining the way we experience them.

The Flora began its journey as a venture by seasoned flower growers who have over 15 years of experience in cultivating a variety of flowers, including roses, carnations, lilies, chrysanthemums, and hydrangeas. The firm’s expertise and passion for high quality blooms laid the foundation for The Flora. Their journey started with the realization that flowers deserved to be more than just decorative items at weddings and events. They envisioned flowers becoming an integral part of people's daily lives, bringing joy, positivity, and aesthetic beauty to their homes.

“The Flora is not just a flower delivery and subscription service; it is a blossoming lifestyle brand. We currently serve Bangalore, but we want to expand to other cities and lifestyle categories. The company offers artisanal bouquets, cut flowers, and subscription plans so customers can enjoy premium, high-quality flowers regularly”, explains Girish Sannappanavar, Co-Founder and Grower, The Flora.

Quality, Craftsmanship & Sustainability
One of The Flora's key differentiators is its unwavering commitment to quality.The firm sources its flowers from a network of growers, including their own farm near Bangalore. By controlling the entire value
chain, The Flora ensures the freshness and premium quality of every bloom it delivers. The Flora prides itself on its premium positioning, offering affordable luxury to its customers. “But it's not just about the flowers themselves; it's about how they are presented. The Flora excels in the art of crafting stunning floral arrangements. Every bouquet is meticulously crafted to showcase our artisanal craftsmanship. The goal is to give customers an unforgettable experience”, says Shashank Upadhyay, Co-Founder & Head of Strategy and Growth, The Flora.

Anshuman Subedar, Co-Founder & Girish Sannappanavar,

Alongside, The Flora is committed to environmental sustainability as well. At their flower farm near Hassan, the firm practices natural farming, avoiding the use of harmful pesticides and chemicals. The Flora also employs organic methods, using cow dung and cow urine-based pesticides as part of their eco-friendly and sustainable farming practices. This commitment extends to its packaging, by opting for biodegradable materials like burlap and butter paper.

Moreover, The Flora has tapped into the growing trend of subscription box services in India. While subscription services are gaining traction, The Flora's approach is unique. The firm offers flexibility and convenience in choosing the type of flowers, quality, subscription period, and even the option to pause or resume the service as needed. This level of convenience sets them apart in the market, catering to customers looking for their own personal well being and better lifestyle. “The brand's subscription offerings encompass two major product categories: cut flowers and arrangements. The Flora offers weekly fresh stems or beautiful bouquets. Technology allows the company to offer this customization and convenience”, states Anubhav Agrawal, Head of Business Strategy & Financial Operations, The Flora.

Looking ahead, The Flora mission is to expand its presence to other major Indian cities, with South Bombay and the NCR on its radar. Additionally, The Flora plans to diversify their product offerings, potentially including items like potted plants, vases, and home decor space, further solidifying their status as a lifestyle brand. Their vision includes becoming an Rs.100 crore brand within the next three to five years. To do so, the company aims to add flowers to customers’ personal space and bring them closer to nature in the comfort of their homes. The Flora’s sole purpose is to deliver, aesthetically pleasing, hand crafted and carefully curated flowers to their customers.