India, Feb. 14 -- Valentine's Day, the official day of lovers, causes nationwide anxiety. In some States, it is banned. In others, it is discouraged. Young couples are warned, parks are patrolled and love is advised to stay indoors or better yet, wait until marriage.

Florists, however, have no such moral dilemma. For them, Valentine's Day is the IPL of romance. On that day, a rose that normally costs Rs. 10 suddenly costs Rs. 50. And people in love happily pay, because nothing says 'I love you' like an overpriced rose.

To extend the celebration and the billing, florists invent an entire week: Rose Day, Propose Day, Chocolate Day. By February 14, couples are emotionally fulfilled and financially exhausted.

The balloons deflate, the choc...