Expressing emotions

With their further association with UNICEF, Archies has taken yet another step in the direction of promoting social responsibility.

Though we live in an age and generation which is driven by the internet and virtual space domination, the practice of expressing feelings via sending cards to loved ones, friends, family, etc is here to stay. Archies is one player which has dominated the greeting cards market since time immemorial and the recent value addition as a result of their deal with UNICEF has made waves in the cards’ market. Anil Moolchandani, Chairman, Archies Ltd, talks up the idea as he shares his views on other aspects as well.

Recent tie-up with UNICEF

We have a budget of 20% of the UNICEF sales. Our marketing strategy will comprise promotion through TV, financial papers, etc from retail perspective; for our consumers, we’ll be reaching out to them through radio.

The price for these cards range from Rs 20 - Rs 225. We have specifically picked out the cards from the international range and will make them suitable ones for the Indian market.

This range of cards are for the corporate buying actually. Eighty-five per cent of the revenues for UNICEF are generated from the corporate segment and 15% is the share of the retail segment.

The designs are made from all over the world. The headquarters for designing these cards is located in Geneva. So the cards that will be available in India will be found in the other countries as well. We also have specific ones for India like the Diwali series. In terms of designing of the cards, it has been done by artists across the globe who give UNICEF the rights to represent them. This helps us in implementing their work on these cards. Archies has undertaken this initiative, and will be promoting, marketing and distributing the cards in India.

Perceiving the cards’ market

It’s wonderful! I feel fortunate to be part of this business that too for such a long time. We spread happiness; we help people to share their emotions through cards. I always feel that this business is going to remain forever, the style, look and feel will change but people will continue to wish people.

Licensing association with brands

We have couple of licenses, like Hallmark, UNICEF, Helpage, Cry, and we have agreements with companies in the UK who re-produce their cards in India. We have Paper Island too. However, most of them are not long-term license agreements except Hallmark.

Expanding licensed character portfolio

With regards to our character portfolio expansion, we will be soon launching Garfield and Snoopy; personally I love these characters, hence the affiliation is obvious. The royalties of brands like Disney and Warner Bros are too much. We were the first licensee for Disney in India 25 years ago, but today things have changed.

YOY revenue and growth

We have been growing steadily at 9% year-on-year, and we expect to accumulate around Rs 220 crore this year. We aim to grow at 18-20% for the next five years from now on.

 As told to S Aadeetya