India's writing instruments market is expected to see moderate but steady growth in value terms (at constant 2024 prices) during the forecast period, led by a supportive macroeconomic landscape. Per capita disposable income in India is one of the fastest growing in the world, which should enable parents to increase their expenditure on education for their children, thereby directly contributing to sales of writing instruments.
Low-priced pens (including those sold for below INR15) are likely to remain the backbone of sales of writing instruments in India, with these being particularly popular in rural India, and tier 2 and tier 3 cities, as well as among student groups. From the point of view of these consumers, low cost is the priority, and these pens are used as necessary everyday tools for learning and other regular usages, such as signing and filling out forms and documents.
Sustainability is still a relatively niche area of influence within India's writing instruments market, with price and convenience the most important factors influencing purchasing decisions. Among professionals, however, awareness of the environmental cost of single-use pens and plastic-laden packaging is already increasing.
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Understand the latest market trends and future growth opportunities for the Writing Instruments industry in India with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Writing Instruments
Writing instruments is the aggregate of pens, pencils, colouring, markers and highlighters and writing accessories.
See all of our definitionsThis report originates from Passport, our Writing Instruments research and analysis database.
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