The dried flower business is smelling big success in the Tuticorin region now. Till now destined for dustbins, dry flowers are the backbone of a booming business of crores here.

For Tuticorin, dried flowers mean perfumed arrangements of plants and agriculture waste means a showpiece at home. The coming year is expected to be a good one for dried flower exporters based in Tuticorin. Over the years they have moved from bulk and commodity exports to direct exports.

According to sources at Ramesh Flowers Pvt Ltd, which is in its 25th year of business, the company expects to close the year with a turnover of Rs 60 crore (Rs 600 million), and is confident of at least a 10 per cent growth in the coming year.

Ramesh Flowers caters to leading retailers such as Ikea and Wal-Mart. Designers are now coming in to develop new product ranges.

Earlier, the dried plant materials were exported as 'loose botanicals' and the arrangements would be made in China, Thailand or Sri Lanka. But the companies have shifted to direct exports over the years.

Spokesperson for Hogewoning, a leading exporter of dried flowers, said the company is coming into its own after a decade in the business. With the marketing tie-up with leading retailers in Europe and the US, the company is on growth path.

Earlier, the industry was subjected to seasonal cycles - all buying from the West is based around the Christmas season. That would mean a July-August shipping peak.

But Hogewoning, a Dutch joint venture, has built a customer base around the world and caters to various markets. This would be the first year for the company without the seasonal pressures.