New Delhi, Feb 13 Valentine Day is assuming a new importance in India more so because India’s young population in booming with Almost half// its population being below the age of 25.

The new global face of India has shed off old inhibitions and embraced like never before the essentially Western festival of Valentine's Day despite opposition from conservative voices.

Newspapers are rife with advertisements from corporates using the occasion to promote anything from contact lenses to watches to websites apart from traditional gifts like flowers, chocolates and jewellery.

"Pen a message to your valentine and win a free trip to Switzerland," says one adline while another screams: "Seduce your paramour with long stemmed roses, this Valentine's Day, give your sweetheart a kiss to build a dream on."

Shopping malls and middle class markets wear a festive look as the occasion is time for big business, and enterprising retailers are leaving no stone unturned to cash in on the demand.

"There are big time preparations for the occasion with planning that begins weeks ahead. Our shop this time has been decked up specially in shades of lilac as red and pink are passé," The Chocolate Boutique managing director Sanjeev Obhrai told IANS.

"Everyone wants to outdo each other as the sales during this period are phenomenal. People don't mind spending for personalized gifting items and even the festival itself has grown beyond the concept of an event for teenagers. "Today people buy Valentine Day gifts not just for their girlfriends and wives but also for their families as it has become an occasion to express universal love."

Florists make a killing with the added advantage that they belong to the unbranded sector, thus allowing them to hike prices to unprecedented levels.

"Prices of flowers, especially roses go up to even five times the normal levels as people are willing to part with money. We hoa
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