(Image source from: The American Bazaar)

Since the population of South Asians is increasing gradually in the United States, the provisions for them is also rising. The greeting card industry in California is designing cards for making it easy for desis to choose one with a message that includes their culture and customs.

Palo Alto-based first-generation Indian American Krisa Tailor late last year launched, “Pyarful,” a niche greeting card company that is custom made to appeal to South Asian habits, in a fun and humorous manner.

The greeting card range includes messages such as, “Hot Saas,” “I aam so proud of you,” and “Naan Stoppable,” among many others.

Tailor, a healthcare professional spent a decade working in the private sector, started her own health tech company and even wrote a book, before she launched, Pyarful.

Click to shop a greeting card https://www.pyarful.com/shop/all

In an interview with American Bazaar, she said: “As a first-generation Indian American, greeting cards that related to my South Asian roots simply didn’t exist

“A relatable Mother’s Day card that captured a special bond with my mom, or a fun Diwali card for my Indian friends, was nearly impossible to find.”

The greeting card play on words that form the USP of the company serves as interesting observations of the stereotypes and habits that form immigrant experiences in the West. “In spite of the increasing popularity of craft stationery and paper goods diversity and inclusion were seriously lacking from the space,” Tailor said to American Bazaar. “So, I decided to make a few. And incredibly, the demand exceeded my expectations. In fact, it was overwhelming. Both South Asians and non-South Asians wanted them.”

Over 4.3 million South Asians live in the United States, tracing their backgrounds to  India, Bhutan, Bangladesh, Nepal, Pakistan, Sri Lanka, the Maldives, and the diaspora, including Trinidad/Tobago, Guyana, and Africa.

Tailor describes Pyarful as a craft paper goods brand that celebrates the everyday joys of South Asian culture. “Our hand-drawn greeting cards and prints are a playful ode to our multicultural upbringing, and small glimpses of experiences that so many of us South Asian-Americans share,” she said.

“Built on the values of celebration, connection, and craftsmanship, the brand illustrates South Asian culture in a fun and light-hearted way.”

By Sowmya Sangam