Latest Trend for Diwali – Pre paid Gift Cards
Diwali’s a time for gifting —- spreading the joy, so to say.
Corporates, especially, are a busy bunch around this time, sending out
parcels for patrons, business contacts and employees alike.
The gifts themselves have been changing over the years. Traditional
giveaways such as sweets, dry fruits, cakes, champagne, candles and
diyas seem to have lost their appeal with corporates and made way for
silver or gold coins, wrist watches, briefcases, brass or silver ware,
candle stands, iPods and DVD players.
Things were bad last Diwali, what with the economy still in the grip
of a slowdown, if not recession. But, the scenario has changed for the
better since then and corporates are finding themselves in the throes
of a boom instead, with attrition looking up.
That sets the stage for a huge jump in corporate gifting. Going by
an Assocham study, corporate India’s Diwali gift budget is likely to
surge as much as 60% from last year to `3,200 crore.
In such a scenario, pre-paid gift cards, a new concept, have been gaining currency.
For employers, these cards make a lot of sense because they allow
the employee to shop for items of his choice for a pre-decided amount.
Why saddle him with something he may not value at all?
Central Bank of India launched one such card in association with MasterCard about six months ago, while Visa has launched its own late last month through more than 10 banks in the country.
In both these options, one can choose a gift value anywhere between
Rs500 and Rs50,000, leaving the card holder free to use up the amount
at any merchant location that accepts MasterCards and Visa cards, as
also online or over the phone. Just to reiterate, unlike credit cards, these cards can be used only to the extent of the pre-loaded amount.
Visa decided on the product after almost 82% of the respondents in a
survey said they would be interested in a pre-paid gift card,
“indicating this is a product whose time has come,” says Uttam Nayak,
group country manager, India and South Asia.
T V Seshadri, general manager, South Asia, MasterCard Worldwide
couldn’t agree more. “Prepaid gift cards are increasing in popularity
amongst the local community and are gradually replacing traditional
gifting preferences due to the ‘choice factor’, to spend the amount as
one deems fit.
Prepaid as a payment tool is also well received in India as
consumers have already been exposed to the concept of prepaid for
mobile and fuel payments.”
The market is still nascent, but is bound to grow, if only because
of the flexibility the concept allows. In fact, some feel it works
better than cash incentives and can also be an ideal option for
corporate and personal gifting, going forward. Imagine gifting your
loved one of these cards and saying, “Go shop.”
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