For generations, stationery in India has lived in the background, functional, familiar, rarely questioned. It filled school bags, lined office desks and quietly did its job. But as consumer behaviour shifts and creativity finds new cultural relevance, the category itself is being reimagined.
In a conversation with FE BrandWagon Online, Saumitra Prasad, CMO, DOMS Industries suggests that the real shift is not in the product, but in how brands choose to define their role. “This category has been purely functional. But for brands like us, it is far more than that,” he says.
At DOMS Industries, that rethink is taking shape as a larger play, one that moves beyond selling pencils and colours to building an ecosystem around creativity itself. In a market where attention is fragmented and young consumers are harder to engage than ever, the company is betting that stationery can evolve from a commodity into a cultural connector.
From product to purpose, and marketing beyond advertising
For DOMS, the pivot begins with purpose. The brand is positioning itself not as a supplier of products, but as a facilitator of ambition. “Every ambition needs preparation. We believe DOMS plays the role of being the enabler to fulfil the ambitions of young consumers,” Prasad explains.
This shift has naturally reshaped its marketing approach. Traditional mass media is no longer the centrepiece. “Marketing has gone beyond just linear advertising. It is more experiential,” he says.
Instead, the company is building an ecosystem of engagement that blends physical and digital experiences. From immersive art studios at KidZania to online art-led content and learning modules, DOMS is focusing on sustained interaction rather than one-way communication. Its digital strategy reflects this evolution. “We see our YouTube channel having more than 3 million subscribers in no time,” Prasad notes, pointing to the scale that content-led engagement can unlock.
The omnichannel shift and the new consumer reality
Even as brands across sectors chase digital-first strategies, stationery continues to be anchored in traditional retail. “The general trade channel is still the largest for stationery and for DOMS as well,” Prasad points out.
However, the momentum is clearly shifting. “The growth rates in quick commerce especially are much higher. These are the channels for the future,” he adds. For DOMS, the focus is on building across channels, balancing the scale of offline with the speed and convenience of emerging platforms.
At the same time, the brand is navigating a more complex consumer landscape. Its primary audience, children and young adults, are evolving faster than ever. “They are not watching linear TV anymore. They consume a lot of content on YouTube,” says Prasad.
Yet, increased screen time has also led to parental concerns, creating a counter-trend. DOMS is addressing both ends by combining digital outreach with physical, hands-on engagement. Initiatives such as art events and structured platforms like the DOMS Art League are designed to encourage creativity beyond screens. “Art is a healthy discipline, it helps in developing imagination and becoming an overall good individual,” he says.
Data, disruption and the rise of art as lifestyle
While data has become integral to modern marketing, Prasad is clear that it is only part of the equation. “Data is important, it gives us insights. But some of the fundamentals remain the same,” he says.
Those fundamentals are rooted in product innovation and consumer understanding. “We develop products which not just fulfil needs, but inspire consumers,” he adds.
This approach has gained further relevance in a post-pandemic world, where art has moved beyond a niche interest to a broader lifestyle choice. “Art became a therapy when people were confined at home. Today, it is a rage,” Prasad observes.
What was once seen largely as a children’s activity is now being embraced by adults as well, whether as a hobby or a stress-relief tool. DOMS has responded by expanding its portfolio, offering products that cater to a wider and more diverse audience.
Building for scale while staying rooted
Looking ahead, Prasad sees significant headroom for growth in India’s stationery market. “India will reach a stage where we have a much higher per capita consumption of stationery,” he says, drawing parallels with more mature markets.
The opportunity lies not just in expanding categories, but in deepening usage. “The school bag of the future will have a much wider range of stationery,” he adds, signalling a shift towards more expressive and personalised consumption.
Despite the pace of change, his core philosophy remains unchanged. “Fundamentals don’t change. Marketing has always been about fulfilling and delighting consumer needs,” he says.
He also cautions against the temptation to chase fleeting trends. “Jumping to trends which are not connected with your brand essence does not build a strong brand.”
For DOMS, that clarity of thought is shaping its next phase of growth. In a category that is quietly transforming, the company’s bet is simple but ambitious: that creativity, when nurtured consistently, can turn even the most utilitarian products into something far more meaningful.
