For many of us, Archies was part of our first crush, first apology, or that unforgettable birthday surprise. But what happens when a legacy brand decides to grow up with its audience — and still stay relevant in a world where emojis are the new love letters?
We sat down with the driving force behind Archies’ evolution, a leader who’s been with the brand since 1999, Mr. Varun Moolchandani. In this candid conversation, he reveals how the company has adapted to the era of quick commerce, digital natives, and Gen Z’s unapologetic emotional fluency — all while staying true to the core idea of helping people say what matters.
1. Archies has been a part of India’s gifting culture for over four decades. What’s your personal connection to the brand, and how has it evolved under your leadership?
My journey with Archies began in 1999. It’s never felt like just a job — it’s been like growing up with something you love. Archies isn’t just a brand; it’s part of people’s most personal moments. Over the years, we’ve gone from brick-and-mortar stores to a strong digital presence. But evolving doesn’t mean losing your soul. My goal has always been simple: keep Archies moving forward while staying true to why people fell in love with us in the first place.
2. How do you balance the brand’s emotional legacy with the push for modern retail innovation?
That emotional bond is our anchor. People still feel warmth when they see our name — that’s powerful. But staying relevant means connecting in new ways. Gen Z values authenticity, just in a different format. We’ve leaned into digital, not to just sell, but to tell our story better — through engaging social media, fresh design, and a voice that still feels warm and human.
3. How does Archies fit into the lifestyle of modern men, especially Gen Z and millennials?
Today’s men are more expressive — they celebrate relationships, share emotions, and value thoughtful gestures. Our perfumes and utility gifts have clicked well, along with quirky stationery and personal care hampers. The trend is clear: people want personal, not generic. It’s not just about gifting — it’s about identity and emotional connection.
4. How do you decide what to preserve and what to modernize within the brand?
We stay true to the emotional core — cards, notes, moments of connection. But we update the packaging, design, and product formats. Listening to customers, especially online, helps us know when to innovate and when to hold on.
5. How does a nostalgic brand like Archies stay relevant to a younger audience in today’s fast-paced world?
Authenticity has always been our edge. While others chase trends, we focus on building real emotional connections. Gen Z notices that. We show up honestly on platforms they love, like Instagram. With services like Blinkit or Zepto, we’re even making last-minute gifting thoughtful. Collaborating with youth-centric influencers has also helped bridge legacy with relevance.
6. What’s been your biggest challenge in shifting Archies to an e-commerce-driven model?
Quick commerce changed everything. Adapting to fast digital expectations was tough — but also exciting. Now, a card, a gift, even a shagun envelope can reach your doorstep in 10 minutes. That’s how we’ve made Archies a part of daily life again.
7. How has online shopping changed your view of physical stores?
Online gives us speed, reach, and real-time feedback. But physical stores offer something digital can’t — the emotional connection of touch and feel. We’re blending both: digital convenience with in-store warmth.
8. What are modern men really looking for in gifting today?
Spontaneity. Emotion. Practicality. Gen Z doesn’t wait for birthdays — they create their own moments. Our curated kits and ready-to-gift packs reflect that shift. Men want gifts that feel personal, yet effortless. We design with that in mind.
9. What advice would you give young entrepreneurs building a lifestyle brand today?
Stay rooted in purpose, flexible in execution. Tech and trends will evolve, but if your brand stands for something real, it’ll last. Connect emotionally, and evolve continuously. That’s what kept Archies alive for decades.
10. What personal habits or philosophies guide you through change?
One belief: evolve with time. Growth comes from curiosity, listening, and staying open. Whether it’s product design or strategy, our progress has come from adapting without forgetting what makes Archies, Archies.
Archies isn’t just surviving in the digital age, it’s thriving by tapping into something timeless: the need to connect. For today’s men, gifting isn’t just tradition — it’s expression, style and sincerity. And thanks to thoughtful leadership, Archies is making sure that no moment, no emotion, and no man is left unheard.
