Southern Asia: Postcard Market 2024

Postcard Market Size in Southern Asia

The South Asian postcard market reached $X in 2021, stabilizing at the previous year. Over the period under review, consumption, however, enjoyed a strong expansion. Over the period under review, the market hit record highs in 2021 and is expected to retain growth in the immediate term.

Postcard Production in Southern Asia

In value terms, postcard production dropped slightly to $X in 2021 estimated in export price. The total production indicated a strong increase from 2012 to 2021: its value increased at an average annual rate of +5.6% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, production decreased by -0.7% against 2018 indices. The pace of growth appeared the most rapid in 2018 with an increase of 35% against the previous year. As a result, production attained the peak level of $X. From 2019 to 2021, production growth remained at a lower figure.

Postcard Exports

Exports in Southern Asia

After four years of decline, overseas shipments of printed or illustrated postcards and printed cards increased by 9.3% to X tons in 2021. In general, exports, however, continue to indicate a deep setback. The growth pace was the most rapid in 2014 with an increase of 30%. As a result, the exports reached the peak of X tons. From 2015 to 2021, the growth of the exports failed to regain momentum.

In value terms, postcard exports skyrocketed to $X in 2021. Total exports indicated a noticeable increase from 2012 to 2021: its value increased at an average annual rate of +3.4% over the last nine years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, exports decreased by -22.3% against 2019 indices. The pace of growth appeared the most rapid in 2013 with an increase of 45%. The level of export peaked at $X in 2019; however, from 2020 to 2021, the exports remained at a lower figure.

Exports by Country

In 2021, India (X tons) represented the key exporter of printed or illustrated postcards and printed cards, making up 67% of total exports. It was distantly followed by Sri Lanka (X tons), making up a 31% share of total exports. Bangladesh (X tons) took a minor share of total exports.

From 2012 to 2021, average annual rates of growth with regard to postcard exports from India stood at -15.5%. At the same time, Sri Lanka (+26.7%) displayed positive paces of growth. Moreover, Sri Lanka emerged as the fastest-growing exporter exported in Southern Asia, with a CAGR of +26.7% from 2012-2021. By contrast, Bangladesh (-5.5%) illustrated a downward trend over the same period. From 2012 to 2021, the share of Sri Lanka increased by +30 percentage points. The shares of the other countries remained relatively stable throughout the analyzed period.

In value terms, India ($X) remains the largest postcard supplier in Southern Asia, comprising 77% of total exports. The second position in the ranking was taken by Sri Lanka ($X), with a 20% share of total exports.

In India, postcard exports increased at an average annual rate of +2.2% over the period from 2012-2021. The remaining exporting countries recorded the following average annual rates of exports growth: Sri Lanka (+29.4% per year) and Bangladesh (-5.5% per year).

Export Prices by Country

In 2021, the export price in Southern Asia amounted to $X per ton, growing by 17% against the previous year. Overall, the export price posted strong growth. The most prominent rate of growth was recorded in 2018 an increase of 79% against the previous year. Over the period under review, the export prices hit record highs in 2021 and is expected to retain growth in years to come.

There were significant differences in the average prices amongst the major exporting countries. In 2021, the country with the highest price was Bangladesh ($X per ton), while Sri Lanka ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by India (+20.8%), while the other leaders experienced more modest paces of growth.

Postcard Imports

Imports in Southern Asia

Postcard imports skyrocketed to X tons in 2021, rising by 36% on the previous year's figure. Over the period under review, imports, however, continue to indicate a deep contraction. The volume of import peaked at X tons in 2012; however, from 2013 to 2021, imports stood at a somewhat lower figure.

In value terms, postcard imports skyrocketed to $X in 2021. Overall, imports, however, recorded a pronounced decline. The level of import peaked at $X in 2012; however, from 2013 to 2021, imports remained at a lower figure.

Imports by Country

India dominates imports structure, reaching X tons, which was approx. 71% of total imports in 2021. It was distantly followed by Sri Lanka (X tons), Maldives (X tons), Nepal (X tons) and Bangladesh (X tons), together making up a 28% share of total imports.

India experienced a relatively flat trend pattern with regard to volume of imports of printed or illustrated postcards and printed cards. Nepal (-4.8%), Bangladesh (-7.8%), Maldives (-9.5%) and Sri Lanka (-20.3%) illustrated a downward trend over the same period. India (+41 p.p.) and Nepal (+2.1 p.p.) significantly strengthened its position in terms of the total imports, while Sri Lanka saw its share reduced by -18.7% from 2012 to 2021, respectively. The shares of the other countries remained relatively stable throughout the analyzed period.

In value terms, India ($X) constitutes the largest market for imported printed or illustrated postcards and printed cards in Southern Asia, comprising 79% of total imports. The second position in the ranking was taken by Maldives ($X), with a 9.9% share of total imports. It was followed by Nepal, with a 6.4% share.

From 2012 to 2021, the average annual growth rate of value in India stood at +14.1%. In the other countries, the average annual rates were as follows: Maldives (-7.6% per year) and Nepal (-1.3% per year).

Import Prices by Country

The import price in Southern Asia stood at $X per ton in 2021, surging by 22% against the previous year. In general, the import price enjoyed a remarkable increase. The pace of growth was the most pronounced in 2019 when the import price increased by 42%. Over the period under review, import prices hit record highs in 2021 and is likely to continue growth in the near future.

Prices varied noticeably country of destination: the country with the highest price was Maldives ($X per ton), while Sri Lanka ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by India (+14.6%), while the other leaders experienced more modest paces of growth.

Source: IndexBox Platform

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