Скачать или смотреть How DOMS disrupted NATARAJ Pencil Legacy

For decades, the Indian stationery market was a duopoly: Nataraj (the reliable workhorse) and Apsara (the premium choice). Both were owned by Hindustan Pencils. It seemed impossible to break in—until DOMS arrived.
DOMS didn’t just sell pencils; they sold an aspiration. Here is how they shifted the "lead":
Aesthetics over Utility: While Nataraj stuck to the classic red and black, DOMS introduced vibrant colors, neon finishes, and ergonomic designs that turned a boring tool into a "cool" accessory for kids.
The FILA Partnership: In 2012, DOMS partnered with the Italian giant FILA. This gave them access to global R&D and a "premium" brand perception that Nataraj couldn’t replicate.
Product Innovation: They moved beyond the pencil. By creating high-quality mathematical drawing instruments and color pencils with superior pigment, they captured the "Art" segment, not just the "Writing" segment.
Premium Pricing Power: By positioning themselves as a lifestyle brand for students, they successfully commanded a higher price point, proving that Indian parents were willing to pay more for perceived quality and "pride of ownership."
Legacy brands often fail because they stop innovating. DOMS proved that even in a "commodity" market, branding and design are your strongest weapons.
What was your favorite pencil growing up? Let’s discuss in the comments. 👇

Business Case Study, Marketing Strategy, Brand Disruption.
Entities: DOMS India, Nataraj Pencils, Hindustan Pencils, FILA.
Target: Entrepreneurs, MBA Students, Marketing Professionals.


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