Rich tradition of sending cards becoming passe in Hyderabad

Hyderabad: A greeting card from a loved one is something special that all cherish and wait with bated breath to receive one. However, digital cards have slowly overtaken the greeting cards to such an extent that gift shops that were once filled with greeting cards are now almost done away with them.  Earlier, gift shops used to be packed with people on New Year season, but now the shops hardly carry any NY cards. Madhavi Rathore, a resident of East Marredpally, said, “It was a special feeling to write meaningful words on greeting cards. It had a personal touch and feel. Technology can never replace that human touch.” 

There are still a few die-hard supporters of the good-old greeting cards. Capt. Raghu, a resident of Vayupuri, said, “I have greeting cards that I received in the 80s, and I make it a point to present them to loved ones even today.” Almost all stores have no fresh stocks for the season. From Nampally to Nayapul and from Khairatabad to Karkhana, all shops are bereft of New Year greeting cards. Niruj Verma, manager of the Hyderabad Archies distribution, said, "Our distribution for New Year cards this year is only on the bases of orders. Business has hit an all-time low due to the advent of digital media."

Himalaya Book Store, J S Stationary, Royal Stationary and several other stores have stopped stocking greeting cards. Anwar, owner at Gift 4 You store at Mehdipatnam, said, "This year I don't have any New Year cards, and moreover, no customer had turned up asking for them." Hameed, manager at the Head Office of Himalaya Book Depot, said, "We have got card distribution of other occasions in a few of our stores, but there are hardly any customers for the NY cards." J S Stationary at Abids, which is into its 35th year, has empty racks. The owner said, “This year we hardly have any stock for the cards, and the last year NY cards also were not sold yet."

BY Nihad Amani