Since March 2020, a large proportion of the local population has been working or studying from home. Since consumers have been confined to their living environments, this has increased productivity on the work front but has also resulted in a greater number of hours in front of laptops and other digital devices.
William Penn, a leading retail store chain of luxury writing instruments that offers a range of over 50 international brands in India, reopened its store in Koramangala, Bangalore mid-July 2021. The revamped store with sleek contemporary interiors now offers two new features, an “ink wall” which allows customers to test pens before making a purchasing decision, and a personalisation station, where customers can have their items personalised while they wait.
Rytol, the hand-crafted luxury pen brand by an Indo-British technology joint venture, opened its first exclusive store in Oberon Mall in August 2020. The brand plans to launch a chain of exclusive stores following the phenomenal success it has received via its online store, despite operating in challenging conditions as a result of the pandemic.
Luxury writing instruments such as fountain pens have always held an important position in terms of corporate gifting, for birthdays or to celebrate special events such as graduation. However, remote working and studying and general home seclusion has significantly reduced gifting occasions in India.
Local consumers, both affluent and aspirational, are becoming increasingly interested in owning luxury writing instruments for their return on investment value. These have become collectible pieces which have a high after-market value for the right product.
Since March 2020 when the pandemic emerged in India, consumers have been forced to spend prolonged periods of time in their homes with limited mobility, while inter-state/international travel entail stricter rules such as vaccination certificates or stringent testing requirements. This scenario has also been applicable to certain social spaces such as shopping centres and cinemas.
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Understand the latest market trends and future growth opportunities for the Luxury Writing Instruments and Stationery industry in India with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This includes luxury writing instruments – pens and pencils – and luxury stationery. Excludes colouring, markers & highlighters and writing accessories. Pen inks and refills are also excluded from this category along with all industrial or specialist pens (such as pottery pens, etc.). Luxury stationery includes personal organisers, diaries, notebooks, address books, writing paper, envelopes and greetings cards.See All of Our Definitions
This report originates from Passport, our Luxury Writing Instruments and Stationery research and analysis database.
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