Mobiles pushing out greeting cards?

Greeting card industry is the biggest casualty of mobile telephony revolution in Gujarat.

In the last five years, greeting card sales have declined by more than 40 per cent, the traders said.

Earlier, greeting card sales peaked before Diwali, but not anymore. Mr Yashna Vaidya, a young student, said, “Shelling out anywhere between Rs 40 — 175 for a greeting card is more expensive than sending an SMS across...SMS is immediately delivered.”

Mr Hitesh Jiwan of Shoppe Stop store here said, “The SMS is the popular mode of communication for the younger generation.

Reduction in tariffs by the mobile service providers is responsible for this, said, Mr Dilip Shah, a trader.

Because of cheap calling, people prefer to talk on phone instead of sending cards, said Mr Ajai Chokshi, another trader.

However, Mr Sunil Bhai, who sells greeting cards of all brands, said, “It is true that card sales have come down, but if you base the estimates on the sales logged before Valentine’s Day, you will find that decline has bottomed out.”

Dr Upendra Arjunbhai, a physician who sends greeting cards every year to his US based daughter, said, “SMS and e—cards are trashed immediately while greeting cards are preserved much longer. There is no alternative to the cards.”

Ms Jyotsna Behan, a housewife, said, “The cards and letters can be stored and kept for years. Cards my friends and relatives have sent me are my most valuable possession.”

Mr Kashyap Vaidya, a software engineer settled in Canada, said, “I send my friends and acquaintances group SMSes and e—mails, but when it comes to my parents, I make sure that a carefully selected greeting card is handed.”

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