India Post may have registered a fall in postcard sales, but don’t write them off just yet. Kolkata-based Paperweight, which makes paper collectibles, has been selling four to five postcard sets (each containing six to 10 cards) every two days. It expects sales will go up to 200 sets a month in the next three months. Chumbak, the Bangalore-based souvenir maker, too, sells around six sets of postcards online everyday and around 500 a month to retailers. Shubhra Chadda, one of Chumbak’s founders, says, “We wanted to revive the culture of sending postcards as well as make the product stand out. The idea was to package India in a modern and contemporary way.” The old-wine-in-a-new-bottle approach is definitely costlier than the traditional, yellow, stamped ones from India Post. But with uses extending beyond communication—for gifting or framing them—expect more mail chauvinism.

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