Writing a new chapter

BANGALORE: He may wear a Cartier watch and Calvin Klein apparel, but chances are he’s carrying a pen you and I have. Many may even spend a small fortune on a pen to gift it, but when it comes to their own use, they will make do with an ordinary one.
That’s the Indian writing instruments mindset, making the market one of the least evolved. But that very nature of the market is now seen as an opportunity.Several pen manufacturers and retailers are expanding their premium pen business in anticipation of a big market and working actively towards building the consciousness that the pen is an accessory that adds to one’s image.
Luxor Writing Instruments recently introduced the global brand Waterman in the price range of Rs 3,000 to Rs 5 lakh, and is now working towards extending its Parker range into the premium segment. Mont Blanc, which set up eight boutiques in its eight years in India, is reported to be looking at a much faster pace of expansion and entering cities like Kolkata, Chandigarh and Pune. William Penn, a retailer of writing instruments and accessories, has just set up an exclusive store for premium pens — with global brands like Mont Blanc, Waterman, Caran d’Ache, Sheaffer, Cross, Pelikan, Cartier and Lamy.
“Category of fine writing instruments virtually did not exist in India. But today you’ll be surprised how many people buy such premium pens,� says William Penn proprietor Nikhil Ranjan. Pooja Jain, director in Luxor, says, “men are beginning to flaunt their pens. There’s an achieving and ambitious group of people who want premium pens,� she says.
There’s also a big demand from corporates for events like board meetings and signing of agreements.