Hanisha Gandhi on Modernising Gifting & Reinventing Archies with Emotion-Led Innovation

As India’s gifting culture evolves and emotional expression takes new formats in a digital-first world, legacy brands are reimagining themselves for the next generation. In this interaction with StartupTalky, Hanisha Gandhi, Executive Director of Archies, talks about leading the iconic 46-year-old brand as its first woman and first non-family professional, modernising its product lines, strengthening omnichannel presence, and reshaping Archies into a contemporary, emotionally intelligent lifestyle brand. She also shares her perspective on balancing nostalgia with innovation, adapting to Gen-Z consumer behaviour, and building an inclusive, future-ready culture within one of India’s most loved homegrown brands.

StartupTalky: You are the first woman and the first non-family professional to lead Archies in its 46-year journey. What does this milestone mean to you, and how is it shaping the way you want to steer the brand forward?

Ms. Gandhi: This milestone is both deeply personal and professionally defining. Archies is a brand that generations have grown up with, and being entrusted with its next chapter is both an honour and a responsibility. For me, this role represents progress, proof that legacy business can evolve meaningfully by embracing diverse leadership and new thinking. 

It also gives me the opportunity to look at Archies with fresh eyes. I’m not bound by “how things have always been done”. I’m guided by what the brand can become. My focus is on modernising the business without losing the emotional warmth that makes Archies special. This means rethinking product relevance, elevating quality, and strengthening digital presence. I want Archies to remain an emotion but one that is expressed in formats, products and experiences that today’s consumers identify with. 

StartupTalky: Archies carry deep nostalgia for many Indians. How do you balance this legacy with the need to innovate for today’s younger, digital-first consumers? 

Ms. Gandhi: Nostalgia is a beautiful advantage. It gives us a place in the consumer’s heart even before they shop with us. But nostalgia alone cannot create the future. Our task is to modernise every touchpoint while keeping the emotional value. 

We are refreshing our core categories - cards, soft toys, mugs, home decor with contemporary design language and gen-z aesthetics. The idea is to take what Archies is known for and make it more relevant for the younger audience. 

In addition to this, our content, collaboration and storytelling today speak the language of a younger audience i.e. short form content, humour, relatability and an emotion-first approach. We have shifted from being a festive- only brand to one that stays present throughout the year, integrated in everyday moments of appreciation and connection. 

StartupTalky: Gifting habits have changed a lot in the last few years. What shifts are you seeing, and how is Archies adapting to new gifting behaviours and expectations?

Ms. Gandhi: The biggest shift is that gifting has moved beyond occasions. Today’s consumer celebrates small moments from “You did great today”  to “Let’s make this weekend special”. This means they want gifts that feel personal, thoughtful and instantly relatable. 

We’re also seeing demand for functional gifts, premium looking products at affordable prices. Young consumers want gifts that reflect their personality and lifestyle. 

We are adapting by 

• Expanding into lifestyle accessories, fragrances, stationery and decor that suits everyday gifting. 
• Introducing designs that relate to gen-z and their aesthetics. 
• Following the trends

StartupTalky: Quick-commerce platforms and online channels are becoming important for Archies. What does your omnichannel strategy look like, and how do offline stores continue to play a role?

Ms. Gandhi: Our approach is “everywhere the consumer is”. The role of each channel is distinct yet interconnected. Online is for convenience, discovery and speed. Platforms like Blinkit, Zepto, Swiggy Instamart allow us to meet the demand of instant gifting. Our own website archiesonline.com helps us build deeper brand experiences, wider product displays and personalised recommendations. 

Offline however, is still the core of Archies emotional value. Walking into a store, picking a card, reading messages, touching products, that connection cannot be recreated digitally. Our stores are evolving into experience zones. 

Our omnichannel strategy is about constant pricing, cross-channel availability and integrated marketing. Whether it’s a 10-minute order or a weekend store visit, we want Archies to show up consistently. 

StartupTalky: You’ve spoken about launching more aspirational yet affordable products. Which categories are you prioritising, and what consumer insights are influencing these choices?

Ms. Gandhi: Gen-z and millennials are cost-conscious but look for high-end aesthetics. They are looking for products that are stylish, feel distinctive and are affordable. 

We are prioritising: 

• Perfumes
• Lifestyle Accessories: Jewelry, Wallet and travel accessories that are very useful and appealing as gifts. 
• Notebook & Stationery
• Home Decor

StartupTalky: Recent storytelling-led campaigns have helped strengthen Archies’ emotional connect. How are you rethinking brand communication to stay relevant for the next generation?

Ms. Gandhi: For younger audiences, relevance comes from authenticity, humour and relatability. We are moving from “ocassion-led” messaging to “emotion-led storytelling”. Our campaign portrays everyday relationships - friends who fight and make up, siblings who annoy yet adore, modern couples. 

• Platform Storytelling: Content tailored to Instagram, YouTube and quick-commerce product videos. 
• Creator Collaborations: Working with young influencers who personalities reflect modern expressions of love, care and friendship. 
• Cultural Relevance: From festive moments to trending memes, we emerge emotions with trends to stay timely and sharable. 

Archies has always stood for expressing feelings. Today, we’re expressing those feelings in formats Gen-z uses daily. 

StartupTalky: Looking ahead, what is your long-term vision for Archies? How do you see the brand evolving over the next five to ten years in terms of products, customer experience, and market reach

Ms. Gandhi: Looking ahead, my long term vision for Archies is to evolve into a modern, emotionally intelligent lifestyle brand. One that stays true to the sentiment that built us, while boldly expanding into categories and experiences that reflect the way India expresses itself today. 

Archies have been a part of people’s growing up stories for 46 years. In the next 10 years, I want us to be part of their growing-forward stories with products that excite them, experiences that surprise them, and emotions that stay with them. 

StartupTalky: As a woman leader in a legacy business, what have been your key learnings, and how are you working to build a more inclusive and future-ready culture within Archies?

Ms. Gandhi: My biggest learning is that transformation requires both courage and empathy. Leading a legacy organisation means respecting the past while making bold decisions for the future. As a woman leader, I’ve learned to trust my instincts, communicate transparently. 

At Archies, we are building a culture that values diversity in thought, background and talent. This includes young leadership opportunities, more women in decision making roles and a culture where feedback travels both ways. We are deliberately creating a culture that will make Archies more adaptable, inclusive, and customer-focused in order to be ready for the future.