Young Indians Embrace Slow Romance: Handwritten Letters Over Digital Messages
On a quiet Sunday afternoon in Delhi, Sangeeta Sharma and her husband sit across a table at a cafe, with phones tucked away in their bags. They talk, laugh, plan their next holiday and spend time that no piece of technology can take away from them.
For Sangeeta, this ritual matters deeply. "No-screen dates and handwritten notes remind me that love deserves time and effort. Not just typing speed," she says. With Valentine's Day around the corner, many young Indians are choosing to celebrate romance differently. Instead of flashy digital gestures, they are turning to letters, printed photographs, vinyl records, and long, uninterrupted conversations.
The Shift Toward Intentional Connection
Their preferences clearly favor letters over DMs, film or DSLR cameras over phone filters, peaceful walks in parks over chaotic runs in video games, and slow conversations over endless scrolling. What began as nostalgia is now becoming a lifestyle, and increasingly, a marketplace.
For Amanda Sodhi, founder of the writing community Pen Paper Dreams, the shift began around a decade ago. In 2017, her workshops revolved around postcards and letters. "There's something magical about receiving something handwritten that isn't a bill," she smiles. Limited space on a postcard, she says, forces people to be intentional. "Every word has to count. Today, people seek pause and clarity in a hyper-connected world."
People today are exhausted from work, dating apps, and constant pressure of maintaining an online persona. For them, writing becomes a way to breathe and be themselves.
Market Trends Reflect Emotional Shift
This emotional shift is reflected in spending habits too. According to market research firm IMARC Group, India's stationery and creative writing products market has been growing steadily, driven by demand for journals, premium notebooks, and personalised stationery.
The report highlights a revival of interest in vinyl records, film photography, and physical collectibles, especially among urban millennials and Gen Z consumers. Industry observers also mention that Valentine's Day and year-end festive seasons now drive significant spikes in sales of journals, photo books/albums, and customised stationery.
The Business of Nostalgia
India's vinyl records market is valued at $62 million and is expected to reach $115 million by 2033. Meanwhile, India's stationery market was worth $6.79 billion in 2024 and is projected to reach $10.63 billion by 2033.
The vinyl record market, though niche, has seen consistent growth since the pandemic. Small film photography labs and polaroid sellers report rising demand from young couples and content creators seeking 'imperfect' memories. While all ventures, like Amanda's snail mail service, don't succeed, the emotional appreciation and desire are undeniable.
Expert and Personal Perspectives
In a time of infinite scrolling and instant replies, these small acts feel radical. This Valentine's Day, young Indians are relearning an old lesson - intimacy is slow, and connection is even slower. But in choosing to slow down, youngsters may just find their way back to each other.
"Constant screen exposure fragments attention. While social media and dating apps offer convenience and choice, they rarely provide emotional depth. Offline, slower forms of connection—such as meeting through shared communities, hobbies, or mutual friends—allow space for curiosity, vulnerability, and organic chemistry to develop" ~ June Roshni Lobo, a relationship expert
"It's about choosing slow over scroll. A photograph sent to an individual as a physical object is like a time capsule message. It represents physical evidence that a given experience was worth the expense of the film and the patience required to have it developed." ~ Ishaan Bajaj, a 25-year-old video editor from Noida
"This Valentine's Day, I planned a memory hunt. We met after seven years, and instead of flowers at a table, I took her back to our old school garden — the same peaceful place where we once spent countless afternoons talking about dreams and the future. I gave her the first handwritten note when we meet, a small piece of paper that began a treasure hunt game. Each note will lead her to another corner of the garden, where I had hidden small purple-wrapped surprises — her favourite colour. At the end of the hunt, she found a book I have created, filled with seven chapters, one for each year we were apart. For me, love is not about grand gestures; it is about revisiting the place where it first felt simple, sincere, and unforgettable." ~ Mansi Agrawal, founder & CEO, Prime Factor
"This year on Valentine's Day, I went with letters because they are deliberate. In a world where everything is moving at the speed of a click, love seems to be conveyed through quick texts and emojis. Writing a letter, on the other hand, means taking the time to think, to feel, to express what is truly important. The smear of the pen, the illegibility of your writing, the way the paper folds, all of that conveys emotion in a way that a screen does not. For me, romance is about presence, giving notes or something you made yourself, which creates a memory you can cling to. These are not old-fashioned gestures; these are timeless gestures. They encourage people to remember that love requires thought and authenticity." ~ Chandra Kant Sharma, Quality Officer, Mother Dairy
"This Valentine's Day, I opted for the use of analogue expressions because they allow a person to maintain uninterrupted and meaningful connections with others. There are no screens with the use of analogue expressions; we are talking about quality time here. Sitting with your partner and listening to your favourite vintage songs are some of the most wonderful feelings you can experience. To me, love is the act of slowing down and being present. If you turn off notifications and turn on the music of another era, you can make time for honest communication and pure laughter. If love is the thought, time, and emotion invested into something by hand, it is sometimes the best way to celebrate love by being simple, personal, and gloriously real." ~ Puja Kumari, PR professional
