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The case examines the growth of Archies, leader in the Indian social expression industry. It explores the company''s franchising and marketing initiatives. The case also discusses the measures the company took to meet the threat of new technologies ie, e-greetings and SMS greetings. Finally, the case discusses the problems faced by the company due to a revamp of its distribution and retail operations. It also explores the future plans of the company in the light of the above developments. The case is structured to enable students to: (1) understand the nature of the Indian social expression industry; (2) identify the strategies that helped Archies emerge and remain the leader in the industry; (3) the impact of new age technologies on a traditional business and the importance of upgrading a company''s offerings; (4) understand how certain strategic business initiatives could be imperative for a company''s existence, in spite of negative results in the short-run; (5) understand the rationale for unrelated diversification and the pros and cons associated with it; and (6) understand the importance of changing the focus of a business in response to market conditions and requirements. The case is aimed at MBA/PGDBA students and is intended to be a part of the strategy and general management curriculum.