R. Srinivasan, Member, Corporate Management Committee, ITC, told Business Line that it was a specially designed box containing a premium collection of 15 large cards and five small ones, with envelopes, in five different designs, which have been created through paintings by Phalguni Dasgupta.

The product may soon be available also in Wills Life Stores across the country, he pointed out.

Chand Das, CEO of the Greetings, Gifting and Stationery Division, said the `Regalia' cards have been priced at Rs 300 a box.

He said the division was constantly looking at expanding the portfolio to stay competitive, especially in a market segment where retail margins are pretty high.

While the greeting cards market size at the moment was around Rs 200 crore, the stationery segment with a much larger pie of Rs 5,000 crore was equally attractive, he added.