Hallmarks puts regional cards on the shelf 

Hey , want to express your feelings to your beloved in your own mother tongue? Never seem to find a card which represents those warm expressions? No worry ..... here is good news for you.

Hallmark, which entered the Hindi language cards market a year ago after sensing a huge oppurtunity in this uncatered-for market, is all set to make its debut in regional languages with a strategy to widen the customer base in the Indian card market. Beginning with Marathi cards, they are getting ready to introduce cards in four other languages - Bengali , Malayalam, Tamil and Gujarati .

Mr Thyagharajan, CEO , Vintage Cards & Creations Ltd, said that the two-pronged strategy caters to a wider age and income group. In another move, the company is also venturing into lower-priced cards with 'warm expressions' priced at Rs.10 per card. The company intends to cater not just to people from the 18-25 year age group, but also to people up to 35 years .

If Hallmark reachs the heights as they plan to in their market expansion drive, that day won't be far when we all would be romancing in a desi way, vintage style, or the Marathi way. . . .

Author : Sharmistha Chakraborty