Personalisation, sustainability, technology to drive growth in social expression industry

Archies is a well-established brand in the social expression industry, known for its wide range of greeting cards, gifts, and stationery. In an interview with Bizz Buzz, Varun Moolchandani, Executive Director of Archies, talks about the trends that are shaping the social expression industry in 2023.

Moolchandani says that personalization will continue to be a key trend, with customers seeking customized and unique gifting options. He also predicts that sustainability and eco-friendly practices will gain prominence, as consumers become more conscious about the environmental impact of their choices. Additionally, he believes that the integration of technology in gifting experiences, such as augmented reality and virtual reality, will enhance customer engagement.

Moolchandani also discusses Archies' own plans for the future. He says that the company is committed to staying ahead of the curve by continuously expanding its collection line and introducing innovative products

What is your overview of Archies and spokesperson’s journey so far?

Archies is a well-established brand in the social expression industry, known for its wide range of greeting cards, gifts, and stationery. Since its inception in 1979, Archies has been a pioneer in the gifting industry in India. We have built a strong reputation for quality products, heartfelt messages, and a deep understanding of customers' emotions. Archies has grown from a single store to a pan-India presence with a network of exclusive outlets, franchise stores, and an online platform, catering to diverse gifting needs.

My Father, Mr Anil Moolchandani was a 19-year-old fresh graduate from Hindu College, Delhi, when he started the first Archies store in Kamla Nagar, Delhi. From selling song books and posters of popular actors, Anil went on to build Archies into a pan-India brand that became synonymous with greeting cards.

Today, the Archies brand led by me, have 1500 franchise and retail stores with a product portfolio of 5000 SKUs that includes gifting items in the categories of greeting cards, soft toys, mugs, picture frames, jewellery, personal care, chocolates and stationery.

Kindly elaborate milestones and expansion in India.

Archies has achieved remarkable milestones and has experienced notable growth in India. Here are the key highlights:

Expansion of Outlets: Archies has established over 250 exclusive outlets across India. These outlets are strategically located in prominent cities and towns, ensuring widespread accessibility to our products. The expansion of our physical stores has not only increased our market presence but has also provided customers with the opportunity to engage with our brand and explore a diverse range of gifting options.

Franchise Stores: In addition to our exclusive outlets, Archies has successfully set up more than 1,500 franchise stores throughout the country. This partnership model has allowed us to extend our reach even further, tapping into smaller towns and neighbourhoods. The franchise stores act as local touchpoints, catering to the unique preferences and demands of customers in specific regions.

Widening Customer Base: Through our extensive presence in both exclusive and franchise stores, Archies has been able to establish a strong customer base across India. Our products have become synonymous with gifting occasions, making Archies a trusted and preferred brand for individuals looking to express their emotions through thoughtful gifts.

Online Platform: Recognizing the growing significance of e-commerce, Archies has developed a robust online platform. This initiative has enabled us to cater to customers nationwide, breaking geographical barriers and offering a convenient shopping experience. Our online platform showcases an extensive range of products, making it easy for customers to find the perfect gift from the comfort of their homes.

Overall, Archies' expansion in India has been driven by a commitment to providing quality products, personalized customer experiences, and a wide variety of gifting options. We continue to strive for excellence and aim to further strengthen our presence in the Indian market.

What are the challenges faced by older brands in the age of startups and coping strategies?

In this age of startups, older brands face challenges such as evolving customer preferences, changing market dynamics, and increasing competition. To cope with these challenges, Archies has embraced innovation and digital transformation. We have invested in technology to enhance our online presence, improve customer engagement, and streamline operations. Additionally, we have focused on staying relevant by understanding and adapting to changing trends and consumer demands, ensuring that our product offerings resonate with our target audience.

What is the impact of personalized, handmade gift services on market share?

While personalised, handmade gift services on social platforms have gained popularity, Archies remains a trusted and recognized brand with a loyal customer base. We believe that there will always be a market for unique, high-quality products offered by established brands like Archies. Moreover, we have embraced the trend by incorporating personalization options into our product range and leveraging our online platform to provide a personalized shopping experience. By combining our expertise in gifting with customization, we continue to offer a distinct value proposition to our customers.

Please tell the expansion of Archies' collection line and innovative products.

Archies has been a market leader in the gifting industry for several years, and we are dedicated to staying ahead of the curve by continuously expanding our collection line and introducing innovative products. We understand that customer preferences are constantly evolving, and we strive to meet their expectations by offering a diverse range of products that cater to their needs and desires. While greeting cards have always been at the core of our business, we have successfully diversified our product portfolio to include a wide variety of gifting options.

In addition to these traditional gifting options, we have expanded our range to include soft toys that appeal to people of all ages. These adorable and cuddly companions make for perfect gifts on various occasions. We have also ventured into the home decor segment, offering stylish and trendy items that add a touch of personality to any living space. Our fashion accessories, including jewellery, handbags, and wallets, are designed to complement different styles and enhance the overall look. To ensure that our products stand out in the market, we collaborate with renowned artists and designers. By partnering with creative minds, we bring exclusive and one-of-a-kind products to our customers. These collaborations not only enhance our product offerings but also enable us to stay on top of emerging trends and design aesthetics.

In conclusion, Archies' expansion of its collection line and introduction of innovative products showcase our commitment to staying at the forefront of the gifting industry. By diversifying our offerings and collaborating with artists and designers, we strive to provide a wide range of options that cater to evolving customer preferences. We will continue to innovate and bring new and exciting products to the market, ensuring that Archies remains a trusted brand for all gifting needs.

According to you, what are the trends shaping the social expression industry in 2023?

In 2023, several trends are expected to shape the social expression industry. Personalization will continue to be a key trend, with customers seeking customized and unique gifting options. Sustainability and eco-friendly practices will gain prominence, as consumers become more conscious about the environmental impact of their choices. Additionally, the integration of technology in gifting experiences, such as augmented reality and virtual reality, will enhance customer engagement. Archies is keenly observing these trends and will continue to innovate, adapt, and offer products and experiences that align with these changing dynamics.