[YS Lounge] How to ‘Plant a greeting card’? 21fools has an answer

21fools, a Mumbai-based startup founded by Divyanshu Asopa, is a ‘Mailchimp for greeting cards’ that helps corporates and individuals connect with their customers and friends in a meaningful way. The company recently launched ‘plantable greeting cards’ and we at YourStory were curious to know how they work.


What are ‘Seed Paper Plantable’ greeting cards?

These cards are made from a ‘plantable’ paper which is a biodegradable eco-paper embedded with seeds. When the paper is planted in a pot of soil, the seeds grow and the paper composts away. All that is left behind is a flowering plant. Every card made by 21fools is hand printed by local craftsmen. The paper is hand made in Jaipur and is embedded with seeds which will bloom into flowers like Baby’s Breath and Sweet Alyssum.

How to plant?

Fill your pot 2/3 full with good potting soil. Take your ‘plantable’ paper and cover the soil in the prepared pot with the paper. It’s okay if the paper overlaps. Spread a 1/8 to 1/4 inch layer of soil over the ‘plantable’ paper pieces and tap it gently. After planting the paper in your pot, give it a good soak. During the first 10 days, keep the paper moist at all times. The water is necessary for germination. Once sprouts appear, continue to keep the paper moist but be careful not to overwater. Once sturdy plants appear, water as needed.

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Why these cards?

As a company, 21fools deals in paper products but the effort is not to harm any tree in the process. All greeting cards are made out of wood-free, recyclable paper. And the idea of ‘plantable’ greeting cards is an extension of this idea.

More on the company

It has been a tough journey for Divyanshu but he has persisted. “We are establishing ourselves not just as a greeting cards company for special occasions but a company which is helping you connect with your friends in a meaningful way.” 21fools is currently building a product (a dashboard) that’ll enable individuals or organizations to connect with their customers or friends. “We have worked with a few companies and would like to approach more and get their feedback so that we can improve on the idea,” adds Divyanshu.

Have a look at these greeting cards here and also check out our recent coverage on  paper made of elephant poop.

Interested in farming, here are a couple of startups we recently covered in the segment:

Smalltown man wants more people farming, Agrimahiti

Exec-turns-farmer with Akshaya Home Farms

About the author

Jubin is an old timer at YourStory. Deeply entrenched in the Indian startup ecosystem, he has written about and analysed more than 1000 startups. He operates from the mountains in Dharamshala where he plays with technology, farming and eco-construction. He can be reached on Twitter @jub_in and on mail at

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