Flair Writing Industries Limited has commenced manufacturing wooden pencils through its step-down subsidiary, Flomaxe Stationery Private Limited, at its facility in Surat. The move marks a significant expansion of the company’s Creative portfolio and strengthens its position in the largest segment of the stationery market.
With the addition of a dedicated wooden pencil manufacturing line, Flair aims to deliver high-quality products across multiple price points, catering to students, artists and everyday consumers. The expansion enhances the company’s backward integration strategy within the fast-growing creative products category and supports its plans to scale operations in this segment.
Commenting on the development, Managing Director Vimalchand Rathod said the commencement of wooden pencil production represents an important milestone in broadening the company’s creative offerings. He noted that the creative segment recorded a 72 percent year-on-year growth in the first nine months of FY26 and is expected to remain a key driver of future expansion. The new facility enables the company to address one of the largest product categories in the stationery industry with greater focus and manufacturing strength, supported by ongoing product innovation.
Flair is among the top three players in India’s writing instruments market and is recognized as the country’s largest pen brand. Its flagship brand, Flair, has built a strong national presence over more than four decades. In addition to its core brand, the company manufactures and markets products under Flair Creative and its principal brands Hauser and Pierre Cardin, while also recently introducing ZOOX in India. Flair also distributes MAPED-branded products in the domestic market.
The company operates 11 manufacturing units across five locations—Naigaon, Valsad, Daman, Surat and Dehradun—enabling it to maintain scale, efficiency and quality control across product categories. Since the launch of the Flair Creative range in FY21, the segment has emerged as the fastest-growing part of the business, contributing an increasing share to the overall product mix.
Beyond writing instruments and creative supplies, Flair is also expanding its presence in steel bottles and other houseware products, reflecting a broader strategy to diversify within adjacent consumer categories. The commencement of wooden pencil manufacturing further reinforces Flair’s commitment to strengthening its integrated manufacturing capabilities and expanding its footprint across India’s evolving stationery landscape.
