"In our continued effort to provide quality outlets for better shopping experience, we have opened Archies gallery in Abu Dhabi which is the first of its kind in the entire Gulf region," Archies Greetings and Gifts chairman and managing director Anil Moolchandani, said.

Archies, the leading greetings card and gift chain in the country, has already established a presence in the north American market through distributors in the United States and Canada.

The company also has 14 exclusive galleries abroad, including six in Bangladesh, three each in Sri Lanka and Nepal and one each in Bhutan and Muscat, he said.

Archies, which has about 50 per cent market share in the organised sector of the domestic market, would increase the number of outlets abroad in the future, brand manager of the company Vineet Kapila, said.

"Opening outlets isan ongoing process. We keep going back to the same cities and town because with changing market demands there is always a scope to add another outlet or two," Kapila said.

Kapila said the company was very particular about choosing franchisees. "A thorough study is conducted on the selling potential in a particular area and the capability of the franchisee for handling business is analysed before the franchise is given," he added.

As a part of its marketing strategy, Archies has decided to use Indian festivals and international events to capture the growing cards market abroad.

"Archies wants to keep occasions like Holi, Durga Puja, Bhai Duj, Rakhi alive among Indian population globally. Partly, it is this intention which has led us to open the outlets in other countries. We would be catering to Indian festive occasions in these outlets," Moolchandani said.

Archies has tie-ups with three international giants, Gibsons Greetings Inc and American Greetings Corp of the US and Kingsley of UK.

"We alsohave a tie-up with Helpage India. We promote Helpage India cards through our extensive distribution network. The royalty from the proceeds goes to the helpage charities," Kapila said.

The company registered a turnover of Rs 45.06 crore with a profit of Rs 6.21 crore in the first nine months of 1998-99.