In the very backdrop not only the very few card shops, generally operating as part of book stores, are thronged by people of all age and background. But mushroom eruption of makeshift stalls of Eid cards is a must in every nook and corner of the city, since the commencement of the holy month of Ramazan.
People with certain maturity and also a comparatively well off background prefer to visit the regular card shops, where a variety of cards, with taste are available to be chosen. Majority, mainly comprising youth and students, have the makeshift stalls as their definite option.
These are usually manned by group of young boys, in their early twenties, who prefer to pool their resources and invest the same in the profitable venture, which though temporary but offers great return. There is also no dearth of a few aged gentlemen opting for the undertaking as a part-time activity.
Increasing enticement of individuals towards the transitory trade may make one belief that ever-increasing number of Pakistanis settling abroad is a reason for the roaring business. But then does the massive raise in the postal charges, during recent months, leave this viable and economical alternative for locals who also happen to have improved accessibility to e-mail and the internet.
Irfan Ahmed Siddiqui, proprietor of a well established book and stationery store at Bahadurabad reminds that cards purchased locally are meant to be exchanged between pals and kin, generally living in the same city.
Exposure to different cultures through the electronic media has left little charm for traditional “Eidi” among our kids who now expect gifts along with cards from their parents and elders on eve of Eid, he elaborated.
Exchange of cakes or mithai on the occasion, between friends and colleagues is also turning to be a popular fad in the metropolis. A large majority also consider cards a must accessory to formally express their sentiments.
There, however, remains no doubt in the fact that students, particular girls, always remained the true exponents of card culture in the country for quite long time.
It was not only that they themselves painted Eid cards for their parents, fellows and teachers, much cherished and appreciated by all. But they with their small amount of pocket money were little hesitant to buy a few ready made for those whom they held in high esteems.
Ironically there was little understanding on their own part to realise that their handiwork were simply priceless. With the passage of time as options expanded, definitely with improved economic conditions, urge for better and unique designs set in the hearts of the young ladies enrolled local secondary schools and intermediate colleges.
Those floated by institutions as the Sindh Institute of Urology (SIUT), Aga Khan Hospital, UNICEF and others met, to a certain extent, their criterion as works of renowned painters as well as budding artistes were reprinted.
They are expensive as compared to the run of the mill products marketed in local shops in the name of cards, but definitely not beyond means for many, commented Mrs Shahzeb, a drawing teacher at a local school.
The lady stresses that many educational institutes, including those of montessory level, are presently making extra efforts to encourage pupils to design and make one for their parents.
Meanwhile, those who with little trust on their artistic capabilities and also in little mood to spend much continue thronging the makeshift card stalls.
They are not wrong in their claim that these shops catering to all tastes and pockets have no dearth of aesthetically designed cards. It really depends on ones own choice and sagacity.
Those with calligraphic prints are the most sold of category this year, Mohammad Arsalan Siddiqui, a local student venturing into the business for last few years told APP during a recent survey
Cards available at his outlet ranged from Rs. 10 to Rs.50 and according to Arsalan were being sold like hot cakes. Students and those earning their livelihood in Karachi with their families in other parts of country were the major customers.
Mohammad Safdar, another retailer with his roadside stall in Hyderi mentioned that contrary to previous years the demand is more for cards depicting Quranic verses and scenic beauty.
Those with pictures of actresses and celebrity do not carry any attraction for locals.—APP