Selfies on mugs and T-shirts, anyone? Indians fall in love with personalized gifts

“She can kill with a smile, she can wound with her eyes…” And now she can snap up that smile for his shirt at the click of a button! That’s what many love-struck men and women in India are discovering. Selfies on mugs and mousepads, funny lines or even one’s name emblazoned across a T-shirt for the truly narcissistic – anything is possible, thanks to online gifting platforms that are happy to cater to their quirks.

The latest to get a thumbs-up is Gingercrush, which has secured fresh funding of an undisclosed amount from former Infosys honcho T.V. Mohandas Pai.

Engaging the new generation of consumers is key to brand value growth, believes Pai.

“I think a product customization platform like Gingercrush makes the relationship of the individual with the brand that much more intimate, and I believe this helps brands deliver new dimensions of affinity and helps the best brands to stand out,” Pai was quoted as saying by The Economic Times.

Vadodara-based Gingercrush was started earlier this year by Rajvi Makol and Saumya Nidhi. In July it raised US$1 million in funding led by Gokul Jaykrishna and Brand Capital, a division of Bennett Coleman and Company Ltd.

Getting personal

Gingercrush lets customers instantly shop, create, or customize products to fit their personal style and taste. On offer are T-shirts, coffee mugs, homeware, mobile phone covers, and more – with the promise of a personal touch, a photograph, or a text message.

This way, even junior can find a Mickey bag or a Marvel fridge magnet for his best friend.

Right at its inception, the startup claimed to have a wide variety of branded licensed imagery from over 85 brands under its belt.

Some of its products are loaded with humor. One T-shirt for women says, “If stress burnt calories, I’d be a supermodel.” Another says, “Think, It’s not illegal yet.”

Messages can be tweaked. Mothers can cook up a cookie jar with a personalised text message and photograph for their kids. Toothbrush holders and art canvases are also up for customization.

Gift wrapped

As the gifting industry in India, estimated to be worth US$30 billion, grows, personalization may be key. Online gifting sites are well aware of this booming statistic as more and more Indians log into the internet.