Bolo dil ki zuban……… through cards. Be it puja or holi, pongal or diwali, its time to express your feelings in your matribhasha! Vernacular cards are being favoured by this teeming millions who now want to say it in Tamil, Telegu, Bangla, Marathi, Hindi and even Ahomiya.

With the language card’s popularity going up the Indian charts, major players like Archies and Vintage are now trying to expand their portfolio from Hindi, Marathi everyday cards to an array of Indian languages like Bengali, Assamese, Tamil and others.

The segment growth is pegged at nearly 7% by industry estimates which is higher than the growth (5%) of the greeting card category as a whole which it is estimated to be around Rs 250 crore.

Its ITC which is now set to tap the market with its "Expression Matribhasha." With nearly 415 designs, this sub-brand is set to be launched in nine Indian languages with cards for all seasons and occasions.

Speaking to ET, Chand Das, CEO, ITC Greeting Cards Business, said: "We have seeing the rising popularity of regional language TV channels, music, magazines and soaps in India. Indians take pride in expressing themselves to their near and dear ones in their mother tongue."

"This provides a huge potential for products in regional languages. Expression Matribhasha will fill this gap, create new categories and expand the market. It will also help "Expressions’ to extend its reach and acceptance in smaller markets," he added.

To build the brand in smaller markets, ITC would use slots on FM channels in smaller cities to air "Aapke dil ki zuban" or "express in your own language." Archies plans to take it countries like Bangladesh and Sri Lanka. Anil Moolchandani, chairman-cum-managing director, Archies Greetings and Gifts Limited, said: "Seeing the potential of the vernacular cards segment, we are now expanding our regional cards line to Bengali, Tamil, Keralite and Assamese. Bengali cards also have a market in Bangladesh while Tamil cards will sell in Sri Lanka- where we will export the products."

"A niche market at present, the segment is poised for a growth. English has been a common language for expression and now with the Indian market maturing, people want to express their feelings in their own languages. However, the demand is higher on special festivals and in smaller towns." He added.

Vintage Cards, which is the sole license for Hallmark in India, is also planning to introduce cards in 10 regional languages in the next two years. K K Bhasin, general manager, Vintage Cards & Creations Pvt. Ltd. said: "The demand is there and being a new segment, the growth potential is almost 100%."

"The demand is across India but is more favoured by the older generation and the typical sentimental customers like ones living away from home, or sending cards to people far away," he added. As part of its strategy to grow, Archies will introduce combo cards with one side written in English and another in a local language. The company is also focusing on larger retail space for proper display of the segment. ITC will have various below-the-line promos in regional languages. Other players in the segment are Ambassador cards, Marks Cards and a few others.