Card dealers and their winning hand

Card dealers and their winning hand
Tara Sinha

Our native greeting card players are a match for the world. Not so many years ago it would have been difficult to find greeting cards of any quality or of any variety beyond birthday greetings and those for X-Mas and New Year. Over time, things have changed with the card business expanding and growing at a rapid pace fuelled, interestingly enough, by our home grown brand, Archies. The MNCs followed later.

Today, we have cards for every conceivable occasion with imagination showing the way. Of particular interest are cards with uniquely Indian significance and flavour: for Diwali, Holi, Raksha Bhandan (complete with fancy-styled rakhis), Onam, Ganesh Chatruvedi, and several more regional and national celebratory occasions, including Independence Day and Republic Day. And, of course, a range not just of cards but a host of other peripherals for the great cause of LOVE -- Valentine's Day. Some of the other `days' the card industry have picked up from the West are Mother's Day, Father's Day and Secretary's Day. Some might say that these phoren habits are bad for our souls -- in some strange way they represent a threat to our `ancient' cultural heritage.

I feel differently. In my book it is just possible that by honouring mums, dads, brothers and, hopefully soon, sisters and daughters along with sons, people's relationships with each other will improve. Just think of this: who would have thought of appreciating the importance of your secretary and recognising her contribution to the organisation? Well, today, not only do `bosses' do just that but so do others -- the `Secretary of the Year' award is one such device. By the way, an Indian secretary recently won not only the all-India award but also the South East Asia award. So much for the grit and gifts of Indian womankind.

Which brings me to the events of February 14, 2001. Events that demonstrated a total lack of confidence among some people -- who in their blinkered reaction doubted the vitality of India and its strong cultural identity. Surely, the land of the Kamasutra, would understand the power of love to forge feelings of tenderness and caring. Surely, such feelings between women and men are something to be proud of? Or, would they rather foster and propagate the truly horrendous manner in which so many Indian men treat women -- as worse than goods and chattel, to be used, abused and dispensed (if necessary replaced) when they have served their purpose. Maybe, the affection that Valentine's Day creates between a man and a woman will bring back bonds of true respect and love to unite one to the other! Maybe, this is just me indulging in wishful, unrealistic thinking!

Coming back to the proliferation of cards see what has happened to the `good Old Faithful', the birthday card? BCs have evolved into a plethora of sub-segments: by relationships -- family or otherwise, including I am happy to report, some touching cards for grandparents and from them to their grandkids; by degrees of tenderness; and so on. Another new segment are special occasion cards that seek to cheer you up, get you feeling better, wish you on anniversaries, or when you are moving home, securing promotions, or getting through school/college successfully. Greetings on the arrival of a new `little one' to join the family's nest is a series that I suspect will sell well.

An important question arises is: how did this card business get going in such a smart and successful manner? Because of Indian enterprise, because of Indian ingenuity, because of the Indian's propensity to demonstrate affection and regard, whether real or simulated for ulterior reasons. Tapping into this well of opportunity are other players, principally sellers of a variety of goods and services (now including holiday hotels, et al) and their retailers who ride on the back of these occasions to showcase special offers to win friends and make sales. When the next special day comes around, I am sure our sharp card players will deal themselves a winning hand!