India Stationary Products Market Overview, 2029

The Indian stationery market has registered substantial growth in the past few years owing to the growing urban population, changing lifestyle, and increasing demand for stationery products in the private and public sector, with an increasing number of schools being built, the education sector is rapidly becoming an important target group for stationery retailers. With an influx of newer brands, national and international, promising consumer-buying patterns and large amounts of money being pumped into the market, the scenario for the stationery industry in India looks pretty promising. The invasion of international players with a positive and healthy outlook will help domestic players to upgrade themselves, and technological improvements and the liberalisation of government policies will help change the whole global scenario. Along with growing government initiatives in improving the education system such as Sarva Shiksha Abhiyan (SSA) and Rashtriya Madhyamik Shiksha Abhiyan (RMSA). Moreover, the rising brand awareness, the increasing adult literacy rate, and the growing number of start-ups will further boost the demand for the stationery market in India. Undoubtedly, the offline channel of selling and distribution for the Stationery market has the dominating share. But it is to be expected that online selling will grow in the near future, thus affecting the market share of offline retail.


According to the report, "India Stationery Market Overview, 2029" published by Bonafide Research, the market is anticipated to grow at more than 7.85% CAGR for 2024-29. Earlier, parents were both influencers and purchasers, with children having little say in which brand and what design of books or type of pencil they would take to school. However, now, with pester power from children; they are often both the influencers and the end users. Notebooks are no longer as boring as they once were, with fancy covers, selfie upload options, and a variety of cover textures available to those who want to stand out. The rise in digital content surrounding stationery products and its use has also introduced an entirely new breed of influencers and reviewers who often sway purchase decisions. New market players are exploring vast growth opportunities in the huge Indian market through online sales of stationery. For instance, Archies, a leading brand of premium gifts and stationery in India, had reported prominent market growth, but due to their internal issues, they have given up their market share and have created a vacuum which is open for others to grab. Further, government initiatives such as the National Policy on Education to ensure low-cost and quality compulsory education for all would also spur the growth of the stationery market in India. Further, the growing e-commerce industry in the country is also contributing to rising sales of stationery products. In addition to that, due to rising competition in online stationery stores, the suppliers of Indian stationery have to be on their toes since the rivals are striving ahead of the curves and it becomes exigent day after day. In terms of variety, quality, and design, new products are being launched daily to grab the market share as early as possible.


The Indian stationery industry is highly unorganized; the share of the organised players in the industry is less than the unorganised players. With the emergence of international brands like Faber Castle, Kores, Maped, etc. in the Indian market, the market has become highly competitive in both quality and price. The present-day consumer is educated, has a knack for experimentation, has the capacity to spend and, above all, wants value for money. Consumers want an increased variety of choice in stationery products, ranging from private label/branded, domestic/international, etc. Indian buyers are price-sensitive but are ready to spend more if dependable products are offered. Brand awareness has increased substantially among consumers. People want brand promise and are ready to pay extra for it. Increasingly, as buyers evolve and premium products are developed to suit the consumer’s needs, properties such as better-quality paper, minimalistic designs, a richer and wider range of pigments in paints and crayons, environmentally friendly materials, etc. are gaining popularity.


The Indian stationery market is a diverse and dynamic sector that caters to a wide range of consumer needs. Paper-based products account for a significant portion of the Indian stationery market. This category includes notebooks, diaries, and other paper products. The demand for paper-based products is driven by the growing student population and the increasing emphasis on education in India. Writing instruments, such as pens and pencils, are another major segment of the Indian stationery market. Pens accounted for over 25% of the global stationery market in 2000, valued at $12.5 billion. In India, companies like Flair Pens, Cello Pens, and DOMS Industries have witnessed overwhelming oversubscription in their IPOs, showcasing strong investor confidence in the sector. The art and craft stationery products market in India is divided into paintings and drawing, paper crafts, kid's crafts, crayons, scholastic art materials, and other categories. This segment caters to the creative needs of students, artists, and hobbyists. The Indian stationery market also includes a range of other products, such as office supplies (e.g., staplers, paper clips), adhesives and tapes, rulers and measuring devices, stamps and stamp pads, and miscellaneous items. These products are essential for both educational and office settings.

Educational institutions are the largest consumers of stationery products, with over 300 million students relying on items like notebooks, pens, and art supplies. The increasing enrolments rates and government initiatives aimed at achieving universal education have significantly boosted demand. For instance, the Sarva Shiksha Abhiyan program has catalysed the need for educational materials, contributing to a projected market growth at a CAGR of 8.2% from 2023 to 2029. In the corporate sector, stationery products are essential for daily operations, including office supplies and presentation materials. The rise of remote work has also led to increased demand for ergonomic and tech-related office supplies. Companies are now focusing on innovative products that enhance productivity and cater to remote working needs, reflecting a shift towards more functional and aesthetically appealing stationery. Others category encompasses a diverse range of users, including government agencies, small businesses, artists, and creative. For example, initiatives like those from Siegwerk India highlight the role of corporate social responsibility in distributing stationery to underprivileged students, ensuring access to educational resources. Additionally, the hospitality and tourism sectors utilize stationery for branding and customer engagement, further expanding the market's reach.

In line with this, they are focusing on marketing and brand-building campaigns, such as licenced collaborations with children’s television channels that enable manufacturers to print popular cartoon characters on stationery items. This, in confluence with the increasing dependence on social media platforms and over-the-top (OTT) media services to promote their products, is offering lucrative growth opportunities in the country. Some of the other factors projected to positively influence the market include rising global literacy rates, increasing educational spending capacity, and the continuous launch of innovative product designs. For instance, Scooboo, already a renowned name among youngsters and stationery enthusiasts in India, caters to the stationery needs of all age groups and audiences ranging from offices to schools and shopkeepers to college students. Besides regular stationery, Scooboo sources globally recognised products from well-known stationery brands around the world, and it provides the majority of Japanese stationery that is known for its high quality and thoughtful designs.


COVID-19 Impacts:
During the last two years, the pandemic has disrupted the entire school curriculum as schools were shut down and transitioned to online education. Also, with most offices working from home, the regular supply of various stationery products to commercial establishments did not happen the usual way. The shift to online teaching has also reduced the need for stationery brands, and the same holds true for offices and commercial establishments. The increased digitisation and rapid adoption of e-learning, e-books and smart learning classes has reduced the usage of stationery products, which is expected to affect the growth of the stationery market.

Major companies that operate into the Stationery market in India are ITC Limited, Doms Industries Private Limited, BIC Cello (India) Private Limited, Kokuyo Camlin Limited, Hindustan Pencils Private Limited, The West Coast Paper Mills Limited, Navneet Education Limited, Flair (India) Private Limited, Sundaram Multi Pap Limited, J K Paper Limited, Linc Pens & Plastic Limited.


Considered in this report:
• Geography: India
• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report:
• Japan Stationery Products market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type:
• Paper-Based Products
• Writing instruments
• Art and Craft Products
• Others (Office Supplies, Adhesives and Tapes, Rulers and Measuring Devices, Stamps and Stamp Pads, Miscellaneous Items)

By Application:
• Educational Institutes
• Corporates
• Others (Government Agencies, Home and Personal Use, Non-profit Organizations, Small Businesses, Artists and Creatives, Hospitality and Tourism, etc.)

By Distribution Channel:
• Offline
• Online

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, and annual reports of companies, analyzing the government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.


Intended audience:
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the Stationery Products industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

Make this report your own

Have queries/questions regarding a report

Take advantage of intelligence tailored to your business objective

Ask an Expert

Manmayi Raval

Research Consultant

Don’t pay for what you don’t need. Save 30%

Customise your report by selecting specific countries or regions

Specify Scope Now