Luxor expands into consumer products space

Tags: News
Writing instruments maker, Luxor is diversifying its product portfolio in the office stationery segment as well as into the larger category of consumer products. The company is also expanding its retail network to give a better display to its complete range of products.

Within the writing instruments category too, Luxor, which is known for pen brands like Parker, Pilot and Waterman, has been growing its segment of specialty products as the pens market has been witnessing single digit growth. The Rs 3,000 crore pen market, which has been growing at a rate 10 to 12 per cent earlier, slowed down to 8 to 10 per cent in the past two years.

“We are a strong brand in the specialty segment of markers, colouring products and fine liners. We have over 100 products in markers and the specialty segment has been growing annually by 15 to 20 per cent,” said Pooja Jain, executive director, Luxor group.

Growing the brand in related categories, Luxor has introduced notebooks in the premium category. “We are exploring opportunities to introduce more products in the office stationary segment. They could mainly be technology products that will give us an edge over the exiting brand in the respective categories,” she said.

The company has further diversified its consumer products business by recently launching Luxor Nano Clean, a surface cleaner. The detergent and chemical-free surface cleaner is based on nano technology and is endorsed by Bollywood actor Amitabh Bachchan, who also is the brand ambassador of Parker pens.

Luxor also has been focusing on expanding its own retail operations to showcase all its products. It has over 60 Luxor Express and Luxor Signature stores and it will be growing the store count to 150 in 2013.

“These stores retail all our products, including those which are made specially for the export markets. The outlets help us build the awareness about all the brands. The retail business is just two years old and it contributes to around 10 to 12 per cent to the turnover,” she said. Apart from these outlets, Luxor products are available in more than two lakh multibrand outlets.

sangeethag@mydigitalfc.com

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