Abstract

The caselet examines the growth of Archies, leader in the Indian social expression industry. It explores the company’s franchising and marketing initiatives. The caselet also discusses the measures the company took to meet the threat of new technologies i.e., e-greetings and SMS greetings.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The nature of the Indian social expression industry. The impact of new age technologies on a traditional business and the importance of upgrading a company’s offerings

Keywords

e-kiosks, e-greetings, advertisement campaign, ITC, Manikchand, Rotomac, franchisee, ERP initiative, working capital, online subsidiary, distribution network, Hindustan Lever, CavinKare