Nostalgia on the tip.

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If I asked you what your favorite pencil name was back in your childhood, what would you say? I am sure your answers would lie between Apsara and Natraj. Do you know why? Because your parents were the biggest influence back then. The times have changed now; it's the kids themselves.?

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In today’s newsletter, we’re going to discuss the marketing strategies Domes used that made it take over 4000 crores of the stationary market, which touched 1000 crores in 2023 in revenue.?

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But let’s start with a little backstory.?

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Gujrat soil has birthed several entrepreneurs, which are famous for their brand all around the world. Started in 2006 by Santosh Raveshia, this brand is the dream of his last father, who gifted him this legacy that was set in 1975. Doms launched its product in the market of Karnataka with just a pencil, eraser, and sharpener because it was the most challenging aspect to rule. Going forward, when Doms was able to rule the southern station, it expanded its waters to the north, east, and west zones of India.?

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In today’s market, 35% of sales of Doms come from the north, 25 from the west, and 20 from the east and south.?

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Fun fact: Did you know Doms expanded its profit from Rs 13 crores in 2014 to Rs 26 crores in 2017-18??

Now let’s understand what makes Doms different.?

1: It targeted darkness. I mean, it targeted school-going kids who love the polymer dark pigment that is attractive.

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2. Targeted the pain point by soothing the pain with the innovative triangle-shaped design that is easy to grip in the long run.?

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3: Their biggest point was that they have their wood and lead in-house production for other stationery, which helps in cost optimization and maintaining quality.

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4: The focus has shifted to attracting children with innovative design that is helpful and colorful stationery that is fun and easy to grasp.?

5: They sell their products in bundles that help them maximize their profits.?

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Fun fact: Doms has more than 1000 channel partners and 3000 distributors in Ahmedabad, Surat, Rajkot, and Mumbai.?

Not only this but they also work quite a lot on their sales, people management, and R&D, selling in up to 150+ countries.?

The most important part of their success was an innovation.?

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