Building a startup from idea to launch, growth, and beyond

THE FLORA IS ONE OF INDIA’S FIRST ONLINE FLOWER SUBSCRIPTION STARTUPS

PROBLEM

The Indian flower market is largely unorganised and highly fragmented leading to a lack in availability of good quality and variety of flowers and aesthetically designed products, overall delivering a poor customer experience.

OPPORTUNITY

Increased disposable income, a shift towards indulgent lifestyles, and the growth of the concrete urban jungle present the perfect opportunity to foster a culture of having fresh flowers at home.

SOLUTION

The Flora offers a “farm to home” delivery and subscription experience with a range of local and exotic high quality cut flowers and aesthetic hand-tied bouquets delivered in sustainable and recyclable packaging.

+ In-depth consumer research to understand attitudes towards flower consumption
+ Crafting product portfolio, brand identity and strategy, go-to-market plan
+ Sustainable growth marketing strategy for customer acquisition, engagement, retention, and monetisation

The Flora is a farm to home floral services company based in Bangalore, India. It was launched in the market in October 2018 and in less than a year, it has created a loyal customer base for itself in a highly fragmented and unorganised flower market.

It started with two investment bankers-turned-entrepreneurs in the floriculture space wanting to build a premium consumer brand of flowers in India. They approached ScaleFactor in early 2018 with the idea of selling roses online. ScaleFactor worked with The Flora team to assess the Indian flower market landscape and build a consumer lifestyle brand with a sustainable business model.

ScaleFactor started with an exploratory market research to understand the flower consumption behaviour of consumers in India and to define a clear value proposition for the business. This is where The Flora was conceived, and the journey of building a consumer brand that assures high-quality products and delightful experiences commenced. Together, we have created a brand that resonates with the defined target market, built a portfolio of products spanning across different price ranges, defined an operating model for the business, and designed a go-to-market strategy.

The Flora is now a 500 customers strong brand with a unique offering of flower subscriptions for homes and workplaces. The company is currently looking at growing and scaling the business through category expansion and entering new markets.

The Flora is currently in the process of raising its first round of funds to scale up and soon will be on its way to other cities! Stay tuned for more!