The size of the writing instruments market is Rs 1,800 crore

GM Pens International, the licensee for Reynolds, France, in India and Saarc countries, is in an expansion mode. The company is aggressively eyeing the children’s stationery market specifically by launching innovative colour instruments and other items that the children can use for their craft activities. In addition, the company is planning to increase the number of its standalone stores called WriteSite to 50 by 2010 from 27 at present.
In terms of new products, last month, Reynolds laun-ched glue sticks and clay dough, that children can use like normal clay to make craft items.
The company is in the process of entering some new categories soon. The company’s senior brand manager Karthik B refused to divulge much details regarding
the new categories but he said, “We are looking at launching more products for kids. We will bring in exciting and innovative stationery products, which will help the children to engage in exciting art activities such as card-making and glass-painting.”
The size of the writing instruments market domestically is Rs 1,800 crore and according to the Karthik, Reynolds has a 15 per cent share in the segment and is expecting to grab 20 per cent of the market pie by 2008-2009 fiscal end.
Even though Reynolds products are available in any stationery store in the country, the company also has opened up a chain of branded retail outlets called WriteSite in 2003 in Chennai.