This paper presents early results on studies of floral spectral reflectance of angiosperms and introduces floral radiometry as an emergent dimension of ecological research in India. Floral spectral reflectance of 121 angiosperm species was measured using hand-held spectroradiometer. The authors describe spectral reflectance of seven representative species within 350-800 nanometer region of the electromagnetic spectrum. Characteristic absorption and reflection of flowers, in ultraviolet and visible regions of the spectrum is reported. Near infrared reflectance was consistently high for all species studied. Flower color is unique to a species and importance of understanding flower color from pollinator's perspective is highlighted.