Demand for Diwali cards on decline: Report

The demand of Diwali cards has declined by over 70 per cent in the last five years due to advent of e-cards, popularity of social networking sites and SMSes, a report said today.

In its report, industry body Assocham said, "Diwali cards have lost their shine as majority of youngsters have taken to the modern means of communication to wish their near and dear ones with e-cards and SMSes."

The colourful and expressive greeting cards are fast losing their charm, it added.

It said earlier, the postal department used to handle about 8,000 post and greeting cards per day during Diwali but now the number has come down to about 500.

About 80 per cent of the 200 respondents said they used to buy many greeting cards ahead of Diwali, but now they prefer sending e-cards or text messages to everyone as it is more convenient and less time consuming.

"Card shop owners too admitted that they are witnessing thin sales over the last five years," it said adding several card shop owners are converting their dedicated greeting card shop to gift items shops.

According to Assocham estimates, the total size of the greeting card industry is between Rs 300 crore and Rs 400 crore in India.

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