Archies: The Way Indians Greet|Business Strategy|Case Study|Case Studies

Archies: The Way Indians Greet

Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

Case Details:

Case Code : BSTR036
Case Length : 14 Pages
Period : 1979 - 2002
Organization : Archies Greetings & Gifts Ltd
Pub Date : 2002
Teaching Note : Available
Countries : India
Industry : Gifts and Greetings

To download Archies: The Way Indians Greet case study (Case Code: BSTR036) click on the button below, and select the case from the list of available cases:

Business Ethics Case Studies | Case Study in Management, Operations, Strategies, Business Ethics, Case Studies


Buy With PayPal

Amount to be paid:

Prefer to pay in another currency ?
Select Currency for Payment

Exchange Rates: Click Here
Delivery Details: Click Here


For delivery in electronic format: Rs. 300 ;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra

Business Strategy Case Studies
Business Strategy Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Industry Wise Case Studies
Case Studies by Company

Custom Search

Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

<< Previous

Background Note

Archies was the brainchild of Delhi-based Anil Moolchandani (Anil), whose family business was selling saris. In the late 1970s, he decided to buy and sell good-quality posters through mail-order catalogs, advertised in one of the popular magazines in those days, Sun.

When the demand increased, he started getting posters of film stars, natural sceneries and other subjects of interest, printed by local printers. An avid music enthusiast, Anil decided to sell books containing lyrics of hit English songs in addition to the posters. He wrote down the lyrics of songs himself while playing them on a gramophone. He began to sell songbooks containing the lyrics of hits from groups such as ABBA, Beatles and BoneyM. Commenting on his experiences, Anil said, "I would spend hours listening to a sound track, meticulously translating lyrics which were initially incomprehensible, so when we finally managed to sell the entire lot to a music shop in Chanakyapuri, we were so excited we could barely contain our emotions."

Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies

As customer awareness increased, he started coming out with songbooks containing hits of a particular year and he was soon selling over 10,000 copies per year. Anil then decided to enter the greeting cards business.

He observed that in India, cards were typically sold out of dusty shoeboxes marked 'Birthday' and 'Anniversary' kept in the corners of stationery shops. In 1979, Anil and his brother Jagdish Moolchandani (Jagdish) got 'Archies Gifts & Greetings' registered as a partnership concern for starting the greeting cards business. The name Archies was chosen after Anil took a fancy to a neighbor's dog named Archie. During a visit to South East Asia, Anil was impressed with the exclusive greeting card shops offering good ambience and soft backdrop music. He said, "The card shops there were like a Raymond or Bata showroom here. If we had to retail, we had to have a proper shop." He decided to try out this concept in India as well, which led to the launch of the first Archies' outlet in Delhi in 1984, named 'Gift Gallery...'

Excerpts >>

Custom Search

Economics for Managers Textbook
Textbooks Collection

Economics for Managers Workbook
ICMR books Collection

Case Studies in Business Strategy Volume VI

Case Studies in Business Strategy
e-Book on Business Strategy

Case Study Volumes Collection


Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Work Books, Case Study Volumes.