In an era where digital innovation reshapes every facet of business, legacy brands are rewriting their stories to stay relevant. Indian Startup Times (IST), India’s 3rd largest startup-focused media platform, recently sat down with Varun Moolchandani, Executive Director of Archies, to explore the brand’s evolution, its pivot to online commerce, and its ambitious global expansion plans. The conversation, led by IST’s Shivani Solanki, revealed how Archies continues to hold its emotional charm while transforming itself for the modern consumer.
Archies: From Songbooks to India’s Most Loved Gifting Brand
The discussion began with a brief introduction to Indian Startup Times—a trusted voice in India’s entrepreneurial landscape. Sandhya Bharti highlighted IST’s journey and its role in uplifting startup stories across the country.
Varun then took us through the inspiring history of Archies, a brand founded in 1979 by his father, Anil Moolchandani. What began as a small venture selling songbooks gradually evolved into India’s most iconic gifting brand. From greeting cards and soft toys to perfumes and customized gifting, Archies has always been synonymous with emotion and celebration.
He also spoke about the challenges the company faced during the COVID-19 pandemic. The crisis forced Archies to accelerate its shift from an offline retail model to a robust e-commerce strategy, ensuring the brand stayed connected with its customers even during lockdowns. “This transition,” Varun noted, “was not only necessary but transformative.”
Going Beyond Borders: Archies’ Global Vision for 2026
One of the most exciting parts of the conversation centered on Archies’ international growth strategy. Varun revealed that Archies Global is already manufacturing paperbacks for American companies and is now targeting the NRI community, where the brand enjoys deep emotional resonance.
He outlined upcoming expansion plans for markets across the Middle East, Sri Lanka, the UK, and eventually the US and Canada. By 2026, Archies aims to establish a significant global footprint—provided global uncertainties ease—and position itself as a leading name in personalized gifting worldwide.
Reviving Greeting Cards in a WhatsApp Generation
When asked about the decline in greeting card demand due to digital messaging, Varun acknowledged the challenge but remains optimistic.
“Digital messages are instant—but forgettable. A greeting card stays. It becomes a memory,” he emphasized.
Archies is now focusing on nostalgic, emotionally driven campaigns that highlight the personal touch only physical cards can deliver. The brand is also redefining designs to appeal to Gen Z and millennials, tapping into trends like minimalism, aesthetic layouts, and custom messages.
Leadership Lessons: Building a Brand That Lasts
Varun reflected deeply on the values instilled in him by his father. Passion, hard work, and consistency, he said, are the pillars of Archies’ continued success. In contrast, he expressed concern about today’s startup culture, where many chase rapid valuations instead of meaningful impact.
“Create a legacy, not a shortcut to profit,” Varun advised aspiring entrepreneurs.
Quick Commerce & Innovation: Archies in the Fast Lane
In recent years, Archies has entered the quick-commerce space through partnerships with delivery platforms, making it possible for customers to receive gifts in under 10 minutes. Varun highlighted how this pivot has opened new revenue channels and aligned the brand with evolving consumer behaviour.
He also mentioned ongoing innovations that will soon position Archies as a leader in customized gifting—though details remain under wraps, hinting at exciting announcements ahead.
Conclusion
The conversation with Varun Moolchandani perfectly captured the essence of Archies—an emotional legacy brand that continues to innovate, adapt, and inspire. From its humble beginnings to its global ambitions, Archies represents the spirit of Indian entrepreneurship fueled by passion, resilience, and reinvention.
As digital behaviors evolve and customer expectations change, Archies stands at the forefront of personalized gifting, ready to delight future generations while staying true to its emotional core. With leaders like Varun steering the brand and platforms like IST spotlighting such journeys, the future of India’s entrepreneurial ecosystem looks incredibly promising.
