Flair Writing Industries is among the top three players in the overall writing instruments industry and occupy a decent market share in the overall writing and creative instruments industry in India. The company is also among the top two organized players which have seen faster growth in revenue as compared to overall writing and creative instrument industry growth rate. The company’s flagship brand “Flair” has enjoyed a market presence of many years. It has an extensive range of products across various price points and cater to a broad range of consumers, including students, professionals and offices. It manufactures and distributes writing instruments including pens, stationery products and calculators. Leveraging on its manufacturing capabilities, and its existing customer base in the writing and creative instruments business, it has also diversified into manufacturing houseware products and steel bottles.
Business area of the company
The company manufactures and distributes several brands in India and due to its ability to manufacture quality products and its distribution and retail capabilities, it is able to partner with various international brands in the writing instruments industry. The company’s products are sold under its “Flair” brand, its principal brands “Hauser” and “Pierre Cardin” and it has also introduced “ZOOX” in India. Its brands “Flair” and “Hauser” offer mass-market and premium pen and stationery products, its brand “ZOOX” focusses on mid-premium and premium writing instruments, and its “Pierre Cardin” brand offers premium pen and stationery products. It also contracts manufacture writing instruments as an OEM for export and for sale in India. It also provides customized corporate gifting products to its corporate customers.
The company’s product range includes a variety of pens (ball pens, fountain pens, gel pens, roller pens and metal pens), which is its largest category in terms of number of products offered, stationery products (mechanical pencils, highlighters, correction pens, markers, gel crayons and kids’ stationery kits) and calculators. It has also forayed into manufacturing a wide range of houseware products including casseroles, bottles, storage containers, serving solutions, cleaning solutions and basket and paper bins, through one of its Subsidiaries, FWEPL (Flair Writing Equipments Private Limited). It intends to utilize a portion of the proceeds from the Offer for funding capital expenditure of FWEPL for purchase of machinery and moulds to expand its manufacturing capacity for writing instruments.
Key Awards, Accreditations and Recognitions
- 1985-1986: Export Award to NPPI in the category for fountain pens, ball point pens, sign pens, fibre tip pens etc. from the PLEX Council
- 1986-1987: Export Award to NPPI in the category for fountain pens, ball point pens, sign pens, fibre tip pens etc. from the PLEX Council
- 1987-1988: Export Award to NPPI in the category for fountain pens, ball point pens and refills from the PLEX Council
- 1988-1989: Export Award to NPPI in the category for fountain pens, ball point pens and refills from the PLEX Council
- 1989-1990: Export Award to NPPI in the category for fountain pens, ball point pens and refills from the PLEX Council
- 1990-1991: Export Award to NPPI in the category for fountain pens, ball point pens and refills from the Plastics and Linoleum Export Promotion Council (“PLEX Council”)
- 1997-1998: Best Exporter Award to NPPI from the WIMO
- 1998-1999: Award for the No. 3 Exporter to NPPI from the WIMO
- 2000-2001: Award for the Best Export Performance to NPPI in the category for plastic and linoleum products (SSI) from the Industries, Energy and Labour Department, Government of Maharashtra
- 2001-2002: Award for the Third Top Exporter to NPPI from the WIMO
- 2002-2003: Award for No. 2 Exporter to NPPI from the WIMO
- 2004-2005: Award for Second Best Exporter to NPPI in the category for all kinds of parts/components for writing instruments from the PEPC
- 2004-2005: Award for Second Best Exporter to NPPI in the category for writing instruments from the PEPC
- 2004-2005: Award for No. 2 Exporter to NPPI from the BFPMTA
- 2005-2006: Award for Second Best Exporter to NPPI in the category for writing instruments from the PEPC
- 2005-2006: Award for No. 2 Exporter to NPPI from the BFPMTA
- 2005-2006: Award for No. 3 Exporter to NPPI from the WIMO
- 2006-2007: First Award for the Best Export Performance to NPPI in the category for plastic and linoleum products (SSI) from the Industries Department, Directorate of Industries, Government of Maharashtra
- 2006-2007: Award for No. 2 Exporter to NPPI from the BFPMTA
- 2007-2008: Award for No. 3 Exporter to NPPI from the BFPMTA
- 2007-2008: Appreciation Memento for Admirable Export to Flair Impex Corporation from the BFPMTA
- 2007-2008: Award for No. 1 Exporter to the Flair Group of Companies from the WIMO
- 2008-2009 Award for No. 1 Exporter to the Flair Group of Companies from the BFPMTA
- 2009-2010 Award for No. 1 Exporter to the Flair Group of Companies from the BFPMTA
- 2010-2011 Award for No. 1 Exporter to the Flair Group of Companies from the BFPMTA
- 2011-2012 Award for No. 2 Exporter to the Flair Group of Companies from the BFPMTA
- 2012-2013 Award for No. 2 Exporter to the Flair Group of Companies from the BFPMTA
- 2013-2014: Award for No. 1 Exporter to the Flair Group of Companies from the WIMO
- 2013-2014: Award for No. 2 Exporter to the Flair Group of Companies from the BFPMTA
- 2014-2015: Award for No. 1 Exporter to the Flair Group of Companies from the WIMO
- 2014-2015: Export Excellence Award for No. 1 Exporter to the Flair Group of Companies from the BFPMTA
- 2014-2015: Most Valuable Brand 2014 award in the category of Gems, Jewellery and accessories from WCRC
- 2015-2016: Export Excellence Award for No. 1 Exporter to FPPIPL from the BFPMTA
- 2015-2016: Export Award (First) to FPPIPL from the PEPC in the category for writing instruments
- 2015-2016: Award for No. 1 Exporter to the Flair Group of Companies from the WIMO
- 2016-2017: Export Award (First) to FPPIPL from the PEPC in the category for writing instruments
- 2016-2017: Award for No. 1 Exporter to the Flair Group of Companies from WIMO
- 2016-2017: Export Excellence Award to the Flair Group of Companies for being No. 1 Exporter from the PSAI
- 2017-2018: Award for participation at the 25th India Big7 International Trade Fair
- 2017-2018: Award for Second Best Exporter to the Company from the PEPC in the category for writing instruments (excluding parts)
- 2017-2018: Export Excellence Award to the Company for being No. 1 Exporter from the PSAI
- 2018-2019: Export Award to the Company from the PEPC in the category for writing instruments (excluding parts)
- 2018-2019: Top Exporters Award to the Company for Outstanding Export from the PSAI
- 2019-20: Top Exporters Award to the Company for being No. 2 Exporter from the PSAI
- 2019-20: Award for Top Exporter to the Company from the PEPC in the category for writing instruments (excluding parts)
- 2020-21: Award for Top Exporter to the Company from the PEPC in the category for writing instruments (excluding parts)
- 2021-22: Top Exporters Award to the Company for being No. 3 Exporter from the PSAI
Major Events
- 1976: “Flair” brand was registered as a trademark (word)
- 1998: The company commenced production at one of its manufacturing units in Daman
- 2005: The company’s manufacturing unit, Daman Unit-II, was set up in Daman
- 2008: Introduced “Flair Calculators”
- 2009: The company’s manufacturing plant, Dehradun Unit-I, was set up in Dehradun, Uttarakhand
- 2011: The company’s manufacturing plant, Dehradun Unit-II, was set up in Dehradun, Uttarakhand
- 2012: The company started offering “Pierre Cardin” writing products
- 2014: NPPI acquired certain trademarks of the “Hauser” brand
- 2015: The company’s manufacturing unit, Naigaon Unit-I, was set up in Naigaon, Maharashtra
- 2016: The company was incorporated upon conversion of M/s. Flair Writing Instruments
- 2016: The company’s manufacturing unit, Daman Unit-IV, was set up in Daman
- 2018: A scheme of arrangement under Section 230 to 232 of the Companies Act, 2013 was approved by the NCLT, Mumbai Bench, pursuant to which the Transferor Companies merged with and into the company
- 2018: The company was converted into a public limited company
- 2018: The company entered into a deed of assignment with Flair Pens Limited (a member of the Promoter Group and a Group Company) for the assignment of certain trademarks relating to the “Pierre Cardin” brand
- 2018: The company’s manufacturing plant, Valsad Building-II, was set up in Valsad, Gujara
- 2019: “FLAIR CREATIVE” brand was registered as a trademark (word)
- 2019: “Flair Writing Equipments Private Limited” was incorporated as a subsidiary of the company
- 2019: The company’s manufacturing plant, Valsad Building-III, was set up in Valsad, Gujarat
- 2020: “HAUSER ARTZ” brand was registered as a trademark (word)
- 2021: “Flair Creative” range of products was launched
- 2022: “ZOOX” brand was registered as a trademark (word)
- 2022: Acquired shares of “Flair Cyrosil Industries Private Limited” and it became one of its subsidiaries
- 2022: The company’s manufacturing plant, Valsad Building-IV, was set up in Valsad, Gujarat
- 2023: The overall installed capacity of writing instruments reached 2.02 billion pieces per annum which increased from 1.29 billion pieces in 2018
- 2023: The company’s manufacturing plant, Daman Agarwal Unit, was set up in Daman, Dadra and Nagar Haveli and Daman and Diu
- 2023: A scheme of arrangement under Section 230 to 232 of the Companies Act, 2013 was approved by the NCLT, Mumbai Bench, pursuant to which FDPL merged with the company
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