For generations of Indians, Archies meant greeting cards, handwritten messages, and the occasional last-minute dash to find the right gift. But the gifting aisle looks very different today. Celebrations have moved online, convenience has become non-negotiable, and consumers have far more ways to say they care.
Archies, meanwhile, is trying to evolve with them without losing the emotion that made the brand familiar in the first place.
Hanisha Kapoor, Executive Director at Archies, sees this shift as an expansion rather than a reinvention, with the brand building newer products and experiences around the emotional connection that has defined it for decades.
In an interaction with BrandBeats, Kapoor discusses the brand’s evolving consumer strategy, why festive shoppers should not be reduced to discount seekers, why Archies deliberately stays away from certain viral trends, how physical stores are being reimagined, and why personalisation, convenience and omnichannel experiences could shape the future of gifting.
Archies Is More Than Greeting Cards Now
Archies’ evolution reflects a broader challenge faced by legacy brands: how to expand into new categories and consumer touchpoints without diluting the identity built over decades.
Explaining how the brand has evolved, Kapoor said, “Archies has evolved from being India’s iconic greeting card brand into a complete destination for meaningful gifting. While cards remain at our emotional core, today we offer curated gifts, personalized products, flowers, cakes, home décor, stationery, and celebration essentials across online and offline channels.”
“Our purpose hasn’t changed; we still help people express emotions. We’ve simply expanded the ways they can do it, making every celebration, big or small, more memorable and convenient,” Kapoor added.
For Archies, staying relevant also means knowing what should change and what should remain untouched. On maintaining that balance, she further added, “We believe emotions are timeless, but the ways people express them constantly evolve. Our core values celebration, relationships, and heartfelt expression remain unchanged.”
“What evolves are our products, design language, digital experiences, collaborations, and customer touchpoints. Every innovation is evaluated against one question: does it strengthen emotional connections? If it does, it aligns with the Archies brand,” Kapoor said.
Festive Campaigns Work When They Start With Emotion, Not Discounts
With festive marketing becoming increasingly crowded, Archies takes a consumer insight-led approach to deciding which ideas are worth building campaigns around.
On identifying insights for festive campaigns, Kapoor explained, “We begin by understanding the emotion behind every occasion rather than focusing only on the festival itself. Strong campaigns are rooted in authentic human experiences that consumers instantly relate to. We look for insights that are timeless, culturally relevant, and emotionally universal. Once we identify that emotional truth, every creative execution, product selection, and communication is built around reinforcing that single idea.”
She also challenged the assumption that discounts are the primary driver of festive purchases.
“A common misconception is that festive shoppers are motivated primarily by discounts. While value matters, celebrations are driven by emotions, relationships, and meaningful moments. Consumers remember stories that resonate personally, not just promotional offers. Effective festive campaigns focus on authentic emotions, relatable experiences, and thoughtful gifting solutions that continue to create memories long after the festive season ends,” Kapoor noted.
The same thinking extends to trends. While viral products can offer immediate visibility, Archies does not see every popular trend as an opportunity worth pursuing.
On this, she stated, “We avoid chasing every short-term trend simply because it’s popular. Viral products may generate temporary attention, but they don’t always align with our brand purpose. Instead, we prioritize categories and collaborations that reinforce meaningful gifting and emotional expression. Maintaining consistency in our brand promise is more valuable than participating in trends that offer limited long-term relevance.”
Archies Now Competes For Attention & Emotional Relevance
The gifting market has widened far beyond greeting cards and traditional presents. Today, Archies is competing not only with similar brands, but also with quick commerce, lifestyle platforms, and digital-first consumer behaviour that has raised expectations around convenience and speed.
Speaking about this changing competitive landscape, Kapoor pointed out, “We no longer view competition solely within the gifting category. Today, we compete for consumer attention, convenience, and emotional relevance. Quick commerce, lifestyle brands, and digital platforms have raised customer expectations.”
Explaining how Archies is responding to these shifts, she said, “Our response has been to strengthen our omnichannel presence, expand our product portfolio, improve accessibility, and deliver curated gifting experiences that combine convenience with emotional value
That thinking also explains why the brand has continued investing in physical stores even as commerce has accelerated online.
Kapoor said, “Our continued investment in physical stores reflects this philosophy. Even as digital commerce accelerated, we continued strengthening our retail presence because our stores offer an immersive gifting experience that builds trust and emotional connection. While this approach may not always maximise immediate seasonal sales, it reinforces long-term brand recall, customer loyalty, and the unique experience customers associate with Archies.”
Explaining how the role of those stores themselves has changed, she further added, “Our stores have evolved beyond traditional retail spaces into experience centres where customers can discover, personalise, and curate thoughtful gifts.
They complement our digital channels by offering inspiration, immediate availability, and human assistance during important celebrations. Rather than competing with e-commerce, our stores strengthen our omnichannel ecosystem and create richer customer experiences.”
Meaningful Gifting Still Has A Human Edge
Digital communication has made it easier than ever to send a quick message. A reel, a text, or an AI-generated greeting can travel instantly. But Archies is betting that gifting still carries a different kind of emotional weight, one built on intention rather than speed.
Kapoor noted, “Digital communication has made conversations instant, but meaningful gifting remains deeply personal. A thoughtfully chosen gift carries effort, intention, and lasting emotional value that digital messages alone often cannot replicate.
She further added, At Archies, we focus on helping customers transform occasions into memorable experiences through curated gifting solutions, personalisation, and seamless delivery. Technology changes communication, but genuine human connections continue to drive gifting.”
That view also helps explain how Archies thinks about staying relevant in everyday life, not just during major festivals. If people do not buy gifts every week, the brand still has to stay visible enough to be remembered at the right moment.
On how Archies approaches this, she stated, “Building mental availability requires consistent visibility across every consumer touchpoint. We stay relevant through seasonal campaigns, everyday occasions, digital content, retail presence, strategic partnerships, and product innovation. By consistently reinforcing our association with celebrations and emotional expression, we ensure Archies remains the natural choice whenever customers think about gifting.”
The Next Decade Will Belong To Personalisation & Omnichannel
Looking back at the decisions that shaped the business, Kapoor points to one strategic bet that played a significant role in keeping Archies relevant as consumer preferences changed.
Kapoor said, “Expanding beyond greeting cards into a broader gifting ecosystem was a significant strategic shift. It required investment across products, retail formats, and digital capabilities while preserving our heritage. The decision allowed us to remain relevant as consumer preferences evolved and positioned Archies as a comprehensive gifting destination rather than being defined by a single product category.”
Looking ahead, she believes the next phase of gifting will increasingly be shaped by personalisation, convenience, and the integration of physical and digital shopping.
Kapoor concluded, “The future of gifting will be shaped by personalisation, convenience, and omnichannel experiences. Consumers will increasingly expect relevant recommendations, faster fulfillment, and seamless transitions between digital and physical shopping.”
Speaking about how Archies is preparing for this shift, she said, “Archies is strengthening these capabilities by expanding its omnichannel ecosystem, enhancing product innovation, leveraging data-driven customer insights, and continuously improving the end-to-end gifting experience while staying true to its emotional heritage.
