Luxury Writing Instruments and Stationery in India

PROSPECTS

Growing interest in pre-owned pens

Luxury writing instruments and stationery is well-suited to the growing demand for affordable luxury items amongst aspirational young urban consumers, particularly in the pre-owned segment. Expensive pens are gaining recognition as collectible items, so that demand is rising amongst both collectors and aspirational consumers.

Luxury pen manufacturers diversifying their offer

With luxury writing instruments and stationery sales increasingly dependent on the role of such products as collectors’ items, accessories and symbols of prestige rather than functional items, major luxury pen manufacturers are diversifying their product offer and expanding their presence in the accessories market, which is becoming increasingly compatible with their core product ranges. Luxury pen manufacturers are introducing products such as wallets, bags, and notepads alongside their core offer.

Rise in gifting

Luxury pens are becoming increasingly popular as gifts in the Indian market. This rise in demand is being driven by aspirational young consumers and people working in corporations who want to make a statement.

COMPETITIVE LANDSCAPE

Mont Blanc uses e-commerce to tap into demand in Tier 2 cities

Mont Blanc India Pvt Ltd was the leading player in luxury writing instruments and stationery in 2018, thanks to the strength of its Montblanc brand. In 2018, the company began offering its products through the e-commerce platform, Tata CLiQ Luxury, in a move that met with significant success largely by tapping into demand in Tier 2 cities in which there is limited access to Montblanc products through store-based retailing.

Important for brands to establish strong retail agreements

Retail partnerships and agreements play a central role in the distribution strategies of luxury writing instruments and stationery brands in the Indian market. Retailers such as William Penn and Makoba Pens are amongst the major nationwide retailers of such products.

Store-based retailing dominates

Store-based retailing remains the most important distribution channel for luxury writing instruments and stationery, as consumers want to touch and feel these items before making a purchase. Also, retailers ensure that the staff at their outlets are well trained and knowledgeable about different brands and products with the objective of helping consumers to make informed decisions.

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