When South Asians talk about cards, discussions typically involve bank cards, credit cards, playing cards, and Green cards. A hip new online company, DesiMojo.com, is planning to radically change this by launching their new line of greeting cards geared towards South Asians. With offices located in both Atlanta and New Jersey, their current collection of greeting cards caters to "FOBs (fresh off the boats), ABCDs (American born confused Desis), and the ever-growing NOBs (never on the boats)".

Hipness, attractiveness, charm, and wit are the ingredients that DesiMojo uses to create just the right masala mix for their niche cards. Their clever humor is a refreshing change from the generic drug-store aisle greeting card. One memorable card on the site depicts a caricature of a South Asian doctor looking rather glum with the caption "Sorry to hear you're not feeling so well... this is why we need a doctor in the family!" These entertaining jabs are directed at all demographics of Desis - women, men, uncles, aunties, old fogies, and youngsters - making no exceptions.

Admitting they take pleasure in poking fun at individuals, the creators of DesiMojo - friends Rachel Leonard and Apurv Jain - take pride in their work. "Indians today enjoy what Western culture has to offer, but they still relate strongly to their Indian culture, and they like things to have a Desi spin to them," confesses Leonard. "But until now there wasn't a Desi version of greeting cards."

The name "Mojo" was inspired by the popular Austin Powers movies. In the future, DesiMojo plans to branch out to a variety of other ethnic groups such as Hispanics, Chinese, Japanese, and African-Americans. But for now, their goal is to be "the Hallmark of Indian cards".

With Diwali fast-approaching use discount code DC20 when checking out at DesiMojo.com to receive 20% off any order until Diwali.

What are you doing to expand our Culture? E-mail us to let us know.