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Stationery, Stationery Products, Staplers, Glue Pen, Desk Accessories, Pencil Boxes, Geometry Sets, Exercise Note Book, All Pin, Ball Pen and Refills, Files, School Stationery, Pens, Pencils, Ink Pads, Office Stationery, Writing Instruments, Envelope.
Stationery has historically meant a wide gamut of materials: paper and office supplies, writing implements, greeting cards, glue, pencil case etc. With the opening up of the economy, the top, and not only premium products, entered the market while high priced ones are being sold in small, unassuming way-side stores. One thinks of any global brand and it is here.
The market is segmented broadly into products required by (a) young students (many of whom depend only on pencils and ball point pens), (b) frequent users (in offices, commercial and public establishments), (c) occasional users (like housewives and literate manual workers). While India's literacy rate is low, all literates do not use ball or fountain pens, if at all, only occasionally. Obviously, the per person usage is limited mainly to (a) and (b) segments. The usage norms differ from function to function; even as it does from one person to another and certainly from one segment to another.
The students account for 55 to 60% of the off-take followed by executives at 20-25% and other multilevel users accounting for 15 to 20% of the market.
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