Luxury Writing Instruments and Stationery in India

PROSPECTS

Fewer Indian consumers are purchasing luxury writing instruments abroad

The purchase of luxury writing instruments by Indian consumers is pre-determined. Consumers are fully aware of the brand and model they want, and visit retail outlets to experiment with the product before making their final purchase.

The grey and black channels will adversely impact the category

Sales of luxury writing instruments through the grey and black channels continue, mainly in metro cities. There are a few stand-alone importers, especially in Mumbai, which import writing instruments from well-established brands.

Digital devices are adversely impacting luxury stationery

Consumers’ interest in luxury stationery as collectible items or a status symbol is relatively niche in India. Moreover, sales of luxury stationery are mainly for gifting purposes.

COMPETITIVE LANDSCAPE

Mont Blanc India dominates

Mont Blanc India remained the leader in luxury writing instruments and stationery in retail value terms in 2017, thanks to strong brand recognition coupled with a large product portfolio of luxury writing instruments. The company witnesses its highest sales during the festive seasons, especially Diwali, as consumers purchase luxury writing instruments for gifting purposes.

Montblanc fountain pens remain the most popular

The demand for Montblanc pens amongst consumers is primarily due to the design rather than the material. In terms of value, the highest sales come from fountain pens, followed by ball point pens and roller ball pens.

In-store marketing activities to promote luxury writing instruments

The most crucial marketing tool used by retailers of luxury writing instruments and stationery is in-store salespersons, who provide pre-sales support and assistance. Furthermore, companies make use of customer details to send e-mail bulletins regarding the latest innovative product launches and customised offerings.

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