Yeshoda Rose Bazaar Retail Pvt. Ltd. Judicial Layout, Bangalore

The story of Hoovu started a long time ago - both us (were sisters, if the names didnt give that away) - grew up on floriculture farms: for as long as we can remember, we grew up hearing about harvest cycles, auction prices and freight rates. Our father started his rose farm in 1994, the year Yeshoda Karuturi was born. He then grew to have farms in India, Ethiopia and Kenya. Along the way we saw how the industry changed dramatically - from unorganised, fragmented markets to the setting up of the International Flower Auction Bangalore, the first exports of cut roses from Bangalore and the awe-inspiring Kenyan farm, which was the worlds largest rose farm.