Metro Plus
Bangalore
Chennai
Coimbatore
Delhi
Hyderabad
Kochi
Madurai
Thiruvananthapuram
Visakhapatnam
The CORD that links HEARTS
|
Selecting the right greeting card is important as it should convey the message the sender intends to.
|
Photo: K.R. Deepak
A girl selecting a big greeting card at one of the shops.-- Photo: K.R. Deepak
In communicating the warmth of the heart, greeting cards rule the roost, for, they do not just convey tender feelings of love and affection but remain their tangible tokens as well. It gives immense pleasure to both the giver and the receiver. In short, it is a bridge between two hearts.
Though occasions are many for the exchange of greetings, Christmas and New Year top the list. Of course, the history of greetings dates back to a couple of centuries and its popularity just a century old. Today there are paper cards, in all sizes, eco-friendly cards, singing cards, digital post cards, electronic cards, e-cards, e-greetings... and even Netograms!
In the exchange of greetings, Vizag also vies with any other city. And greeting cards have spawned the entire new set of occasions to celebrate - Mother's Day, Father's Day, Friendship Day and Valentine's Day.
According to Mohan Rao, who opened Archies Gallery, an exclusive shop for cards, 11 years ago, the greeting card phenomenon began in India in the early 1980s with the advent of, Archies and Hallmark. The first Archies Gallery was opened in New Delhi. He says that besides Archies cards and gift items, we also sell cards manufactured by non-profit organisations such as CRY, Helpage India, SOS, UNICEF and so on. And the latest player in the market is the Amway Opportunity Foundation Group, which has printed the cards, i.e., paintings of the winners of the `Nanhe chitrakaar painting competition' held in May 2002. The funds generated by the sale of these cards will help create a better tomorrow for India's blind through Amway Opportunity Foundation.
Chaitanya, who manages the gallery in her husband's absence, says: "During the initial days greeting cards were marked only by their sale during a few select occasions such as the New Year, Deepavali, Christmas and Ramzan. But Archies and Hallmark did their bit to usher in the concept of Velentine's Day and other occasions. Satellite music channels and Western programming have all contributed their mite to the popularisation of special days - and the greeting cards boom. We have customers from eight to 80 years of age. And the teenagers are the frequent visitors. The cards, which are in demand, are priced at Rs 8, Rs 25, Rs 45 and Rs 60. We also get orders from the corporate offices for charity cards."
Yashwant Parekh of Darlings Paradise says: "Today's younger generation is more expressive. This generation has more money to spend compared to the previous ones." The shop offers Expression Cards that can be sent free of postal charges anywhere in India. In connection with its second anniversary, the shop is offering prizes to winners of daily draws and also special prizes would be given to the winners of the bumper draw.
A decade ago greeting cards were sent only to relatives within the country and abroad. Now they are sent to friends, colleagues and teachers.
Chandrakumari, a teacher, says, "sending greeting cards serve as a means of expressing love and affection. This culture has gained momentum because of migration where people tend to live with different communities and interact with them."
Ambika, an entrepreneur, avers: "Selecting the right greeting card is very important. It should convey the message you intend to."
For Selvi, the housewife, "greeting card is a memento, which can be preserved, and I've preserved them for the last 20 years".
For a teenager it's more a fun and a means of expression, according to Rasajna.
There are those like Sri Devi, a bank employee, who opt for cards produced by the non-profit organisations. "I personally prefer CRY or Helpage cards, since a portion of the proceeds goes towards a noble cause."
The information age has ushered in the on-line e-cards with a variety of services available on the Internet. e-cards too have gained immense popularity. But there is a difference. Sanjula, a student, holds the view that real cards are permanent where as e-cards though quicker lack that personal touch and are more often deleted immediately from the mailbox.
The Postmaster-General, Chakravarthy, says that his department has arranged separate boxes at major post offices and that greeting cards are bundled separately and sent to the RMS office. He says that though e-cards have come in, there is not much of a drop in the volume of greeting cards handled by them as the business class mail has increased three- fold.
The Department of Post has also introduced greeting cards two years ago, which can be sent without affixing any stamp as the facsimile of the greeting is printed on the envelope. He said that last year Vizag alone despatched 7.5 lakh cards and received an inflow of 6.89 lakhs.
To sum up, be it a festive occasion or a day of remembrance the card is the best way of expression and greeting cards are here to stay.
PUSHPA BHARGAVA
Printer friendly
page
Send this article to Friends by
E-Mail
Metro Plus
Bangalore
Chennai
Coimbatore
Delhi
Hyderabad
Kochi
Madurai
Thiruvananthapuram
Visakhapatnam
|
