Financial Daily from THE HINDU group of publications
Friday, Oct 08, 2004
Financial Daily from THE HINDU group of publications Friday, Oct 08, 2004 |
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Marketing
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Brands Camlin to bring in international brand of writing instruments Our Bureau
Mumbai , Oct. 7 ART Material and stationery major Camlin Ltd is planning to introduce an international brand of writing instruments in the country. According to Mr Dilip Dandekar, Managing Director, Camlin Ltd, "It is the writing instruments category that can bring in the real volumes. The new international brand of writing instruments should be unveiled before Diwali. At present, we are conducting market surveys to figure out the pricing for the brand." He, however, did not reveal the name of the new brand. The global brand is expected to have a premium as well as a "value for money" range. "There is an ever growing market for wood-cased and mechanical pencils, which indicates a tremendous growth potential in this category," said Mr Dandekar. In the past, the company has been marketing brands on behalf of stationery majors such as Newton, Winsor and Casson. "The performance of foreign stationery brands has not been encouraging. So, we are being cautious while launching this new brand." The decision to introduce a global brand of writing instrument, he said, was because colours as a category was not registering the necessary volumes. "While Camlin has a strong equity in the market, we feel we are not getting the right volumes through our colours. "The big volumes today lies in writing instruments and this is where we can make profits," pointed out Mr Dandekar.
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