Braj Mohan Chaturvedi: Archies Apparel Branding

Archies Limited was set up in 1979 by Anil Moolchandani is an Indian company into the business of manufacturing and selling greeting cards and other social expression products like gifts and posters. Archies has a market share of about 50% of India’s greeting cards market. Archies has about 2000 outlets and franchisees, called Archies Galleries, spread across 120 cities and 6 countries. Archies has licensing arrangements for popular merchandising characters like Dennis the Menace and Disney characters. It has got arrangements with Paramount Cards. Inc, Carlton Cards, Expressions Gifts Co, Anne Geddes, American Greetings, for greeting card design, and Russberrie – a designer company and pioneers in soft toys, to source gifts. Last month, Archies had entered into a licensing agreement with UK’s leading brand Paper Island to market and distribute its flagship brand Fizzy Moon in India. They also entered the apparel business and is offering tee shirts under the brand name ‘Ginger Lemon’ and plan to enter the luxury product segment for infants this year.

Archies to replicate the humor of the greeting cards into tee shirts venture into the apparel business. This is an attempt to offer a product to suit individual buying. It can be seen as the migration from the Archies positioning from a gift company to merchandise and gift company. These tee shirts are targeted at the youth and will be priced between Rs 325 and Rs 399. Initially there will be 40 designs and Archies plans to introduce new designs each month replacing older ones. The tee shirts will be available across Archies stores and other multi-brand apparel stores.

The company will also enter a new segment of luxury toys and accessories for infants, this year. Archies has tied up with US based soft toys and infant accessories maker GUND for new-born babies. GUND’s portfolio includes soft toys , apparel, accessories and even room decor products for new borns.

Katyayana

This Blog is dedicated to all the Management Professionals who want to challenge the set pattern, who are practical in their approach and dont think in thin air; who believe that strategy is all about making things simple; who strongly advocate the “Rule of Simple” and who believe that impossible is nothing. - Just like Katyayana. Katyayana was a disciple of Gautama Buddha. He is also known as Kaccana or Kaccayana, Mahakatyayana, Mahakaccana and in Japanese as Kasennen. Katyayana is one of the “Ten Disciples of the Buddha”. Mahakashyapa, Ananda, Shariputra, Subhuti, Purna, Mahamaudgalyayana, Katyayana, Aniruddha, Upali and Rahula. He was foremost in explaining Dharma. He was born in a brahmin family at Ujjayini (Ujjain) and received a classical Brahminical education studying the Vedas. Katyayana was a Sanskrit grammarian, mathematician and Vedic priest who lived in ancient India, around the time of the Greco-Bactrian Kingdom. He is known for two works:- The Varttika, an elaboration on Panini’s grammar. Along with the Maha-bhasya of Patanjali, this text became a core part of the vyakarana (grammar) canon. This was one of the six Vedangas, and constituted compulsory education for Brahman students in the following twelve centuries.- He also composed one of the later Sulba Sutras, a series of nine texts on the geometry of altar constructions, dealing with rectangles, right-sided triangles, rhombuses, etc. Katyayana certainly have been a man of very considerable learning but probably not interested in mathematics for its own sake, merely interested in using it for religious purposes.He wrote the Sulbasutra to provide rules for religious rites and to improve and expand on the rules which had been given by his predecessors. Katyayana would have been a priest instructing the people in the ways of conducting the religious rites he describes. Authorship: Nettipakarana, a work of grammar, and Petakopadesa, a treatise on exegetical methodology, sulvasutras dealt with geometry.

Archies Apparel Branding

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