Market path-breaking concept of branded
Before the advent of Archies, the Indian social retailing in India, Archies has expanded its
expressions industry – as gifting has come to be operations in sync with market needs.
defined – was controlled entirely by the The brand currently operates 120
unorganised sector. The gifts comprised such company stores in fourteen states
standard offerings as flowers, books, sweets, and 36 cities across India, in addition
garments – and in some exceptional cases – to more than 350 franchise outlets
silver and semi-precious stone trinkets. in 100 Indian cities and five
The arrival of Archies began to slowly change countries.
this predictable Indian mindset. A whole new Though still in its formative
range of unique items were now available and years – per capita consumption of
lent a dash of élan and colour to gifting. At the greeting cards is estimated at a
same time the quality of low 0.5 compared to over 32 in
merchandise, too, the UK and about 22 in the US –
underwent a the social expressions market is
complete growing at 12%-15% per annum.
transformation. Archies had a turnover of
The evolving Rs. 118 crore (US$ 24.60 million)
consumer base in 2007/08 and Rs. 138 crore
with its (US$ 29.80 million) in 2008/09.
increasing
exposure to Achievements
developed Archies now has evolved from a cards-only
markets, rising per outfit to a complete social expressions
company. With each gallery stocking more
than 5000 inimitable objects, Archies has
demonstrated exemplary mastery over its
large network of retailers, franchisees and
capita and disposable company stores.
incomes, a more This company is a textbook example of how
liberal view of supply can sometimes create its own demand. If
western cultural increasing numbers of Indians are celebrating
practices and the special occasions like Mother's Day and Father's
sheer joy of being Day, in great measure it is because of the ability
alive that Indians are of Archies to bring focus on them and develop
wont to display, have sales and marketing strategies that are at once
added a whole new brilliant and unique. Friendship Day – which is
dimension to social occasions. For every widely celebrated nationwide on the first
one of these, Archies has developed a range Sunday of August every year – was brought to
of merchandise designed to best express India by Archies.
the sentiment. There is no better illustration of the
Today, Archies is India's apex market leader in company's inventiveness than 2007 when
the social expressions industry with over 50% Archies instituted the 4th Sunday in September
market share in the organised sector (Source: as Daughter's Day. With more people using the
internal estimates). Having championed the occasion to openly express their affection
18 SUPERBRANDS
towards their
girl child, this
enterprise,
backed by an
effective
communications
campaign, is
helping change
the otherwise
narrow and orthodox view, much of Indian
society has held about girls.
History
Founder Anil Moolchandani started his business
career in a family owned sari shop in Delhi, after
graduating from college. One day a customer
presented him with two posters brought from
the US which he displayed in his shop. When
visitors expressed interest in buying them, he
seized upon a business opportunity. He started
putting up posters for sale and, in a deft move,
set up Archies as a mail order operation. His
first order, worth Rs. 12 (now US$ 0.25) came
from a customer in Lucknow.
As sales picked up, Archies introduced its
first greeting cards. Initially, these were simply
miniaturised copies of posters. The success of
the P-Series, which still sells, led to the creation
of a distribution channel. The business mounted,
and in 1981, the company held its first
distributors' meet in New Delhi.
In 1984, Archies acquired its first foreign
license from Walt Disney. Mickey Mouse and
Donald Duck began appearing on Indian
greeting cards. The products soon attained
international lustre and appeal. In a short few
years, Archies had become a recognised brand –
and a household name.
Tie-ups with global players enabled Archies to
present a range of special-occasion cards. The
Archies Gallery chain came next. This first-of-its-
kind concept-store opened in Kamla Nagar,
Delhi, in 1987 and was an instant success. By
introducing organised franchising, Archies
continued to grow by leaps and bounds. The
year 1993 marked the opening of the 100th
 cards range is the singing card. This electronic
chip embedded collection of greeting cards,
when opened, plays an original licensed
soundtrack. These cards are the newest rage to
hit India.

Promotion
Archies utilises the complete media canvas. Its
partnership with MTV has led to building an
even stronger relationship with its consumer
base. Archies-sponsored MTV Roadies 6.0 is a
cult programme on Indian television which, in a
very brief span of time, has generated a huge
following. The programme is iconic in its appeal,
enjoys high television rating points (TRPs) and
caters to the most adventurous of the young
generation.
The company has also worked out strategies
like direct mailers and contact systems for
corporate houses.
Archies communications – using radio, print
and POP – directly highlight its brand
proposition. In recent times Archies advertising
campaign carrying the message 'When you
love someone your heart
celebrates' has garnered a very
Archies Gallery store. By the affirmative response from its
mid 1990s, the brand had not customers and associates.
only become a public limited As a Superbrand, Archies
company, it had also
established itself as a clear
leader. As the market
environment continued to has contributed significantly towards its
evolve and internet became corporate social responsibility. Its tie-up with
an important aspect of urban Help Age and CRY – both charitable
life, Archies kept pace by organisations – has helped bring smiles to many
introducing e-cards and underprivileged adults and children. Its stores
offering online gifting market greeting cards and social expressions
opportunities through its stationery bearing the Help Age and CRY logos.
e-commerce portal, Both the organisations receive royalty from the
www.archiesonline.com. sale of these products.

Product Brand Values

Archies' strap line 'The Most
Special Way to Say You Care' aptly echoes its Fizzy Moon, Xpressions Gifts Co (UK), Russ
position in the market. Today, Archies offers a Berrie (US) and Gund (US). Each of these is an
product portfolio containing all-occasion internationally recognised brand and Archies'
greeting cards, gift items such as curios, photo arrangement simply means that Indians now
albums, photo frames, soft toys, mugs, quotation have access to them.
plaques, key chains and a wide range of A unique programme in the Archies product
stationery. portfolio is 'Gift of the Month.' In this marketing
Emotions have always been at the heart of initiative a product is chosen and sold at Rs. 99
the Archies collections. With unmatchable (US$ 2.10) – well below its normal printed
quality and unique variety, Archies provides its price – for an entire month. The idea was to
customers a choice ranging from a three inch create excitement within the store and thus
mini-greeting card to a five-and-a-half foot attract customers to the outlet.
teddy bear.
The company's Recent Developments
strategic tie-up with Gifting isn't an expression restricted to
Paramount Cards in individuals. Gradually even corporate India
1988 led to the is falling prey to its charms and seeking out
introduction of new innovative products that match their
lines of everyday cards brand identity.
such as 'Thinking of Under the Giftworks brand, launched in 2007,
you', 'Hello', 'Miss Archies has custom-made a wide selection of
you' and 'Get innovative and compelling items such as wine
well soon', boxes, exquisite chess sets, candle stands as also
among others. traditional wares such as desk sets, executive
To give table clocks and photo frames.
buyers In its traditional role of satisfying the needs
a truly of individuals, Archies upped the ante; it has tied
intercontinental up with Carte Blanche Greetings of the UK
experience, for Me to You – the grey bear with a blue nose.
Archies has This bear, with about US$ 1 billion (Rs. 4800
crore) in retail sales globally, is the world's
successfully most successful non-media teddy bear. The
maintained its character has been extended into keepsakes,
licensing key chains, umbrellas and a vast range of social
arrangement expression stationery.
with American Archies has also produced the MTV Roadies
Greetings – a US$ merchandise. This range of products includes
1.70 billion (Rs. 8160 crore) company since boldly designed bags, sippers, caps, mugs, photo
1993. In addition, it has exclusive distribution tie frames, wallets and key rings.
ups with Keel Toys (UK), Paper Island (UK) for The latest addition to the Archies greetings
Adorability and sentiment drive the brands'
appeal to all age groups and demographics. The
key to Archies' success is the fact that the
company has consistently focussed on emotions
and feelings. Sentiments lend effervescence to
the brand. Although a market leader with no
serious competition, Archies never lets its
guard down. It has always explored ways to
successfully keep the brand young and desirable.
No other brand evokes the same feelings of
love and romance that Archies does. It is
unlikely that any other brand, in the near
future, will.
www.archiesonline.com
Things you didn’t know about
Archies
Archies is a homegrown brand and began
organised franchising way back in 1987
Archies was the first to introduce Mother's
Day, Father's Day and Valentine's Day in India
Archies was started with an investment of less
than Rs. 5000 (now US$ 104) in 1979
Archies retails a 5-foot tall greeting card for
Rs. 5000 (US$ 104)
You can find an Archies Gallery in Bangladesh,
Sri Lanka, Nepal, the UAE and Bahrain
On Valentine's Day in 2009 Archies launched
special chocolate and jewellery cards
The most expensive gift item in an Archies
store is a five-and-a-half-foot teddy bear. It is
tagged at Rs. 10,999 (US$ 229)
An average Archies Gallery has more than
5000 unique items

SUPERBRANDS 19