FlowerAura, a well-known Direct-to-Consumer (D2C) brand in India, is preparing for major growth. The brand, which has changed how Indians express emotions and created a new product category, now plans to reach 1,000 cities in the next three years and push for global growth. In India’s growing D2C market, FlowerAura is a success story that started before online convenience and personalized gifts were popular.
Himanshu Chawla and Shrey Sehgal founded FlowerAura in Gurugram in 2010 with a simple goal: to make it easy for people to express their feelings. Starting as an online flower platform, it has grown into a top name in India’s online gifting market, improving the category with new ideas, faster delivery, and a strong omnichannel presence—all important for modern D2C businesses in India.
Over the past 15 years, FlowerAura has expanded to deliver to over 17,000 postal codes, reaching more than 700 cities and shipping to over 30 international places, like the US, UK, Canada, and Australia. It has served over 5 million customers, showing strong consumer trust and repeat purchases—a sign of ongoing D2C revenue growth and brand popularity.
The founders started the company with just ₹1 lakh each, creating a D2C startup model before it became common. In the beginning, FlowerAura didn’t have payment gateways, processed orders by hand, and made deliveries themselves—an early example of the D2C brand stories that India now celebrates. What made the brand different was its focus: customers trusted FlowerAura to deliver emotions, not just products.
As the gifting market grew, the founders knew they needed to control delivery to ensure quality and freshness. Today, FlowerAura runs over 150 dark stores in 25 cities, allowing for precise execution, same-day delivery, and leadership in flowers and cakes—segments that are usually hard to handle in quick-commerce. The company’s strong presence on platforms like Blinkit shows how quick commerce D2C partnerships are now important for growth and brand awareness.
The product range has grown to 5,000–6,000 items, including fresh flowers, custom cakes, personalized products, indoor plants, and gift hampers. Cakes make up 65–70% of revenue, flowers 20–25%, and personalized items make up the rest—matching D2C consumer behavior in India, where personalization and speed are now expected.
Revenue passed ₹100 crore in FY24, and the company expects 30–40% growth this year without losses—a rare achievement in D2C industry . It keeps reinvesting profits into growth rather than spending heavily on acquisition, showing a sustainable D2C business model that investors increasingly value in India.
The next step is global reach. FlowerAura mainly serves the Indian community abroad but is now setting up international dark stores to expand in the US and other markets. At the same time, domestic growth will increase its presence in the South and East, with cities like Chennai, Coimbatore, Kolkata, and Ranchi expected to drive growth.
What began as a simple idea—to help people express emotions—has become a top-tier, tech-driven, logistics-focused gifting business with many categories. With its strong positioning, profitable growth, and presence across channels, FlowerAura is now a top-performing D2C brand in FY25, ready to take India’s gifting ideas worldwide.
