Besides the roses in red, yellow and other hues, the much-hyped "Taj Mahal", a new variety of deep rose, will make its presence felt for the first time during Valentine's Day which falls on February 14.

Tanflora Floriculture Infrastructure Park, a Tamil Nadu Government enterprise, plans to export about 10 million cut and Taj Mahal roses across the globe for this year's Valentine's Day.

"The roses are being exported to Europe, Australia and countries in Middle East and Far East. These roses will be sent to them a week before the Valentine's Day," Tanflora Managing Director Najeeb Ahmed said in Chennai.

The demand for roses during this season is increasing day by day. Besides the other usual variety of roses, demand for Taj Mahal brand is high, he said.

Roses are always in high demand during the Valentine's Day season every year as more and more people express their affection towards their love through a rose, which is seen a symbol of love.

Tanflora, which operates from Hosur, located near Bangalore, had exported 1 million cut roses in 2007 during the Valentine's Day and has sent 3 million flowers to markets across the globe last year.

Tanflora Infrastructure Park Ltd grows roses in a 200 acre farm in Amudhagondapalli village in Hosur in Tamil Nadu.

Europe, Japan, South-east Asia, Australia, Middle

East, Russia and CIS countries are major markets for Tanflora, which has marketing offices in London, Frankfurt, Tokyo, Sydney and Dubai, Ahmed said.

Ahmed said the global economic meltdown did not affect the export of roses.

"Personally... I feel there is no impact of the economic slowdown. We will achieve our target of exporting 10 million roses," he said.

Red Giant, Red Horizon, Red Corvette, Happy Hour, Passion Royal Class, Red Palace, Bohemia, Discovery, Gold Strike, Rimini High Society, Tenga Venga Bugatti, King Fihser, Apricot Kiwi and Avalanche Classic and Duett are some of the varieties which are exported to the foreign markets throughout the year, especially during the Valentine's Day.

Asked about the price of the roses, Ahmed said it depends on the varieties and the place where the rose is sold.

"The price of the flower depends on the variety. The price will differ from place to place. The nominal price is also one reason why foreign countries like flowers from India," Ahmed said.

The 'Taj Mahal' variety of red rose, named after the famous 17th century monument of love, was launched in Australia and London last year.

The roses are grown by 25 grower-investors in each of their 5 acre green houses. The processing, packaging and marketing of the roses from all the 25 green houses is done centrally by Tanflora at its world class Central Packaging Hall at the farm.