Digital presence, focus on UAE market – how Archies Ltd is geared for growth in 2024

For over four decades now, Archies Ltd has set up a well-established gifting market with a wide range of products to offer. Along with 200+ Archies Stores across India, the company has also carved a niche for itself as an online gifting destination, offering a combination of Home Decor, Greeting Cards, Flowers, Cakes, Plants, and much more. The company is also amplifying its reach by the means of Social Media, Digital Marketing and PR.

In an exclusive interview with Adgully, Varun Moolchandani, Executive Director, Archies Ltd, speaks about the company's over four-decade long journey, further fortifying its presence in the online space, focussing on the UAE market, the relevance of Archies greeting cards in the digital era, and much more.  

Archies Ltd has had a long journey. Please do share with us about the company and its journey.

As the Executive Director of Archies Ltd, I take great pride in being associated with a brand that has become synonymous with expressions of love and celebration since its establishment in 1979. Archies has been a trailblazer in the gifting industry, founded with a simple yet powerful mission – to facilitate the expression of emotions through thoughtful and heartfelt gestures.

Our journey commenced with greeting cards, gradually expanding to offer a diverse range of products, including gifts, stationery, and lifestyle accessories. Throughout the years, Archies has evolved into a symbol of love, joy, and celebration, providing a broad array of products catering to various occasions and sentiments.

Our mission is deeply rooted in the belief that every moment, regardless of its scale, presents an opportunity for connection and expression. Archies is dedicated to offering customers innovative and meaningful ways to celebrate relationships and milestones. We are committed to adapt to the evolving times, embrace digital platforms, and remain true to our core ethos of spreading happiness and creating cherished memories for our patrons.

What are the main products and services offered by Archies Ltd? How has the product range evolved over the years?

Archies offers a diverse range of products and services that have evolved over the years to cater to a wide spectrum of customer preferences. Initially renowned for its signature greeting cards, Archies has expanded its product portfolio to include gift cards, gift packs, stationery, and a variety of lifestyle accessories. The product range has witnessed a transformative shift, incorporating innovative offerings such as song book cards. Notably, Archies has extended its repertoire to feature third-party products, including collaborations with brands like Macaffine, Cadbury, Park Pen, Niana Candles, and more. This strategic diversification reflects Archies’ commitment to staying dynamic and meeting the diverse demands of its clientele while maintaining its legacy of providing meaningful and heartfelt expressions of love and celebration.

Are there any notable partnerships or collaborations that Archies has formed? How do these partnerships contribute to the company’s success?

Archies Limited has strategically formed notable partnerships and collaborations, extending beyond renowned brands such as Macaffine, Cadbury, Park Pen, and Niana Candles. In addition to these alliances, Archies has partnered with Blinkit and other prominent e-commerce platforms. These collaborations play a pivotal role in the company’s success by diversifying its product range, attracting new customer segments, and solidifying its position as a comprehensive destination for gifting needs. The partnerships contribute significantly to market expansion and customer acquisition. Moreover, the company’s proactive engagement with quick commerce platforms and upcoming collaborations underscores Archies’ commitment to staying adaptive in response to evolving consumer preferences, particularly in the dynamic e-commerce landscape. By prioritising efficient product delivery and aligning with contemporary market trends, Archies ensures sustained success and competitiveness in the retail sector.

Today being the Online and E-commerce age, could you highlight any recent innovations or trends at Archies Limited?

Archies Limited has recently undergone significant transformations to align with contemporary business trends. Firstly, the company has entered the digital realm by launching its official website, facilitating seamless online shopping experiences. This strategic move caters to the prevailing trend of e-commerce and addresses the increasing preference for online shopping. Additionally, the introduction of a brand mascot named AMA adds a creative and personable dimension to Archies’ identity, potentially enhancing brand recognition and customer loyalty. The collaboration with Blinkit, a quick commerce (Q-commerce) platform known for rapid delivery, underscores Archies’ commitment to efficient service in the fast-paced e-commerce landscape. Furthermore, the company’s forward-looking approach includes plans to collaborate with more quick commerce platforms in the upcoming year, reflecting a dedication to expanding its reach and meeting the growing demand for swift and convenient delivery services. In essence, Archies Limited’s recent initiatives demonstrate its commitment to adaptability, innovation, and customer-centric strategies in the evolving online and e-commerce age.

How does Archies stay current with changing consumer preferences?

Establishing a robust brand like Archies Limited on the online domain demands a comprehensive strategy. The company’s commitment to this endeavour is evident through various initiatives. Firstly, optimising the e-commerce platform ensures a user-friendly experience, spanning desktop and mobile users, secure payments, and efficient order processing. Strengthening social media engagement fosters a broader audience connection, achieved through regular sharing of engaging content, testimonials, and promotions. Targeted digital marketing campaigns, including social media ads and SEO, aim to reach specific demographics and enhance online visibility. Actively engaging with customers and encouraging reviews builds trust and credibility. Exclusive online offers create a sense of exclusivity, incentivising online purchases. Leveraging data analytics for personalisation enhances the shopping experience. Adapting to consumer trends, collaborations, and partnerships further expand reach and align Archies as a contemporary brand.

This multifaceted approach, integrating a well-optimised platform, social media presence, targeted marketing, customer engagement, and adaptability to trends, positions Archies Limited for prominence in the dynamic digital landscape.

We have grown up sending and receiving Archies cards, but now with e-cards, etc., there is a decline in sending cards. What are your views on this?

In a world where digital expressions have become more prevalent, Archies continues to celebrate the enduring charm and significance of traditional greeting cards. While e-cards have found their place in our fast-paced lives, we believe that the tangible and personal touch of a physical greeting card remains irreplaceable. Archies greeting cards are not just pieces of paper; they are vessels of emotions, memories, and the artistry that has defined our brand for decades. The act of selecting, handwriting, and sending a physical card embodies a level of thoughtfulness that resonates deeply with both the sender and the recipient. It’s a tangible expression of care, love, and consideration that transcends the digital realm.

Our greeting cards are meticulously crafted to capture a diverse range of sentiments, and they serve as keepsakes that people cherish for years. The joy of opening an envelope to reveal a heartfelt message or a beautifully designed card is an experience that transcends the instant nature of digital communication. Archies continues to innovate and adapt to changing times, offering a seamless blend of both physical and digital expressions. Our commitment to quality, creativity, and the emotional resonance of our products remains unwavering. So, while e-cards have their space in our lives, Archies greeting cards remain timeless, offering a tangible connection that goes beyond the pixels on a screen. We believe in the enduring power of a handwritten note, a thoughtfully chosen card, and the joy that comes from holding a tangible expression of love and warmth.

In which regions or countries does Archies Limited operate? How does the company position itself in the market compared to the competitors?

Archies Limited primarily operates in India, where it has established a significant presence in the market. In the Indian market, Archies Limited has positioned itself as a leading provider of greeting cards, gifts, and related products. The company has built a strong brand image by offering a diverse range of high-quality and aesthetically pleasing products that cater to various occasions and celebrations.

In comparison to its competitors in the Indian market, Archies Limited distinguishes itself through its extensive product portfolio, creative designs, and a wide distribution network. The company has strategically positioned itself as a one-stop destination for consumers seeking thoughtful and personalised gifts. Additionally, Archies has often been recognised for its innovative approach to product design and its ability to stay attuned to evolving consumer preferences.

While Archies Limited primarily operates in India, it is essential to note that market dynamics can change, and companies may explore opportunities for expansion into new regions over time.

How has the financial performance of Archies Limited been in recent years? Are there any upcoming projects or expansions that might impact its financial performance?

Archies Limited has reported a turnover of Rs 90 crore, reflecting a notable financial presence. Regarding future prospects, it is noteworthy that Archies Limited has strategic plans for expansion, with a particular focus on the UAE market. The company is gearing up for potential growth opportunities in the United Arab Emirates, which could significantly impact its financial performance.

While specific details about upcoming projects or expansions might be proprietary and subject to change, the move to expand into the UAE suggests a proactive approach to tap into new markets and diversify the company’s revenue streams. The success of this expansion initiative could contribute positively to Archies Limited's financial performance in the coming years.

What are your future plans for growth and development? Are there new markets or product lines that Archies Limited is exploring?

We have outlined strategic initiatives aimed at expanding our market presence and diversifying its product offerings. One notable aspect of the brand’s future plans involves collaborations with prominent platforms such as Zepto, Swiggy, and Instamart. This collaboration, scheduled to commence in January, indicates the company’s commitment to leveraging e-commerce and delivery services to enhance its reach and accessibility to consumers.

Furthermore, Archies Limited is set to launch a new product line specifically designed for the Amavasya (ama) occasion in February 2024. This expansion into a new product line demonstrates the company’s agility in catering to diverse customer needs and capitalising on emerging trends in the market. These strategic moves align with Archies Limited’s goal of sustained growth, adapting to evolving consumer preferences, and exploring partnerships to enhance its distribution channels.