For Anuja Joshi, every floral journey begins with a simple question: ‘What’s your story?’ thus, transforming each wedding into a deeply personal and immersive floral experience. As the co-founder and CEO of Interflora India, Joshi has spent nearly a decade crafting extraordinary floral designs for weddings and events. Since its launch in 2017, the brand has built a reputation for bringing creative visions to life through innovative, luxurious floral art, and installations that celebrate a bride and groom’s most special day. From the understated elegance of Alia Bhatt and Ranbir Kapoor’s intimate wedding to the opulence of Anant Ambani and Radhika Merchant’s pre-wedding celebrations, Interflora India has continually redefined floral artistry and decor for Indian weddings.
Manifest: What inspired you to introduce Interflora to India?
Anuja Joshi: Interflora is a century-old international brand that we introduced to the Indian market. Back in the day, about 15 years ago, the flowers available in India were a handful since most of the supply was being exported. The supply chain in India was not developed; it was mandi-based and unorganised. Whenever we travelled internationally, we were captivated by the sheer beauty of the flowers, the incredible variety, their size and scale, and the flower shops paired with cosy coffee spots. That experience inspired me to bring the same sense of appreciation for flowers to India.
M: How did Interflora’s journey with weddings begin?
AJ: Globally, Interflora operates primarily on an Uber-like model, focusing on bouquet delivery. Internationally, Interflora does not do weddings. However, in a market like India, flowers are deeply associated with weddings and celebrations. Therefore, it was only natural for us to venture into the wedding floral decor space.
M: When do flowers become part of the conversation at weddings?
AJ: Earlier, flowers at weddings were largely used to fill walls and empty spaces. Around 80 per cent of wedding decor consisted of floral backdrops and centrepieces, and flowers were often the last element to be finalised, with florists typically being the last vendors brought on board. As of today, conversations around flowers have evolved. It’s no longer just about the flowers themselves, but about how they can be transformed into a meaningful experience. I think one of the best things today is the impact of social media. Couples now want to bring floral designers and decor teams on board much earlier in the planning process.
M: In what ways can a couple’s meeting story become the foundation for their wedding floral decor?
AJ: The conversations begin with ‘What’s your story?’ For example, if the couple met in Paris, that becomes the inspiration. From there, the discussion moves to what they’re wearing. If the bride is wearing red, for instance, we explore how the floral decor can complement and enhance that look. Every family approaches a wedding differently. Some focus on the story they want to tell, while others prioritise the art and design. For some, creating an Instagram-worthy experience is just as important.
M: How do you ensure consistency when working on large weddings?
AJ: It’s more complicated than it appears. There are times when a bride is very particular about the exact shade of colour she wants. Unlike fabrics, flowers are a product of nature—so matching specific colour palettes consistently at scale can be extremely challenging. For a large wedding, we work closely with growers across the country who cultivate flowers exclusively for us, helping us meet those specific requirements. We work very closely with the families, the planner, and the designer to kind of figure out what will work best for the clients.
M: What’s non-negotiable for Interflora at weddings?
AJ: Quality and experience. We always treat it and work on it as if it’s our own event. We don’t cut corners, and ensure that the quality and the experience is not compromised at any cost.
M: How has the approach to floral decor evolved over the years?
AJ: When it comes to weddings, the biggest shift has been in the design approach. Earlier, wedding decor was largely centered around flowers, but today it has evolved into something much more artistic and experiential. For example, take the marigold flower. Instead of simply using it as a floral arrangement, it can be transformed into a sculptural hill, or an art piece that completely changes the way the space feels. There’s a lot of art, science, and logistics involved when it comes to making your dream floral wedding decor a reality.
M: What sustainability practices does your brand follow?
AJ: We strongly encourage families to reuse and repurpose the flowers in as many ways as possible. Ultimately, it depends on each family’s preferences. For many arrangements, we discuss the options with them and create the floral arrangements in water, as it’s the easiest way for the flowers to be removed and taken home afterward. Some families, especially when there’s a large volume of flowers, ask us to donate to hospitals, old-age homes, and other community spaces. For Alia Bhatt and Ranbir Kapoor’s wedding, the flowers (tagar and baby’s breath) from their garlands were added to custom-made candles. Since Alia is also associated with the brand Phool, a portion of the flowers was sent there for further upcycling.
M: How has AI influenced your creative vision when working with a couple?
AJ: We are a very physical, real world material industry. As much as I would like AI to help, we truly believe in ‘what you see is what you get’. We don’t create AI-generated renders or images that don’t accurately represent what we can deliver. Beyond digital representation, we also focus on physical sampling. Seeing and experiencing the actual material is an essential part of our process and gives the couple and their families complete confidence in what they will receive.
M: What’s a memorable anecdote from a celebrity wedding that you continue to cherish?
AJ: One memory that still makes me smile is from fashion designers Arpita Mehta and Kunal Rawal’s wedding. Their warmth and infectious energy came through beautifully in the brief: they wanted a lush green meadow inside the Taj Mahal Palace ballroom, filled with wild greens inspired by swamps and natural vegetation. Bringing something so raw and untamed into that grand space was thrilling and challenging—we’d never imagined the ballroom looking like that. Seeing the entire field come alive was unforgettable, but the most heartwarming moment was watching Arpita dance and walk through it.