Luxor was founded in 1963 in New Delhi, India and is now a diversified conglomerate with interests in writing instruments, real estate, hospitality, fiber optics, tablets and other products. It is the market leader in India's writing instruments industry and pioneered the manufacturing of brands like Parker, Pilot, and Waterman in India. Luxor has over 10% market share of exports and manufactures products in 8 facilities across India, selling to over 85 countries globally. It uses prominent celebrities like Amitabh Bachchan and Deepika Padukone to promote its brands through large advertising campaigns.

1. Made by: 1. Ashish Jain
2. Rubisha Mittal
3. Kaajal Negi
4. Kavita Raghav
5. Tamanna Singh
6. Tanuja Bisht
7. Nitin Juneja

2. ABOUT LUXOR
Foundation of Luxor group was laid in 1963 by Mr. DK Jain, who
was born in Amritsar, Punjab & moved to new delhi
Luxor is the brand leader in Indian Writing Instrument Industry.
Luxor Group today is a diversified group having business interests
in different areas viz writing Instruments and stationery products,
Real Estate, Hospitality, Fiber Optics, Nano Technology, Tablets &
digital Office Products.
A pioneer in Writing Instruments manufacturing; the industry
major has re-invented Brand Luxor and brought world-famous
brands like Parker, Pilot, and Waterman under the Group’s umbrella
to serve the Indian consumer market.

3. CONTD.
Luxor broke new ground of the Writing Instruments industry in
India almost fifty years ago and today it is India’s leading Premium
fine Writing Brand, since its inception it has added many laurels to
its credit
-Best Exporter Award for seven consecutive years,
-Selected Super brand India award, Parker trusted brand.
Today LUXOR is one of the largest company in south Asia in our
category of writing instruments having a large share of the
industry in India.
Luxor become a global brand in 1980 when it started it exports
through its group company “Luxor International“ which has a
significant presence in the international market since last 20
years.

4. CONTD.
Luxor International is exporting Luxor products to more than 85
countries across the globe including USA, Europe, Australia, Russia,
UK, Europe, UAE and many others markets.
Today, the Luxor brand is a registered trademark in more than 126
countries and belongs to an exclusive club of top 101 brands hailing
from various industry segments in India.
As of today Luxor is a leading manufacturer and exporter of
Writing Instruments from India with over 10 percent of Export
Market Share with its 8 manufacturing facilities in India.

5. HISTORY
1963- BIRTH OF LUXOR
1965- introduced fibre tip technology in India
1976-launch of fineliners hi-liters and markers
1980- luxor international business division launched
1982- introduced the pilot brand from japan
1996- introduced parker brand in india
2005- invested into fibre optics
2007- diversified into real estate
2007- launch of luxor notebooks

8. Luxor International Pvt. Ltd., Noida
Luxor International Pvt. Ltd.
C-42, Phase II,
Noida
Uttar Pradesh – 201305
Luxor Writing Instruments Pvt. Ltd.
Luxor Writing Instruments Pvt. Ltd.
#5, Okhla Industrial Estate, Phase III
New Delhi – 110020

9. Luxor Writing Instruments Pvt. Ltd.
Luxor Writing Instruments Pvt. Ltd.
#7, Okhla Industrial Estate, Phase III
New Delhi – 110020
Udyog Vihar, Luxor Writing
Instruments Pvt.Ltd
Luxor Writing Instruments Pvt.Ltd.
# 867, Udyog Vihar
Gurgaon, Haryana

10. Techink Industries, Noida
Techink Industries
C-42, Phase II, Noida
Uttar Pradesh – 201305

11. Promotion and Positioning

12. • LWIPL promoted its products primarily through advertising
in the print and television media.
• The company hired several advertising agencies in the
past two decades. The first advertising agency hired by
LWIPL in the 1980s was 'Creative Works, to promote its
Pilot pens.
• In the early 1990s the company shifted to another agency,
RK Swamy/BBDO.
• In 1996, the advertising account of Parker was awarded to
McCann-Erickson, while the Luxor and Pilot brands
remained with RK Swamy/BBDO.

13. •During the 1980s, the advertising campaigns highlighted Pilot's
dual features of a ball point and fountain pen.
•In July 2002, An advertising campaign, 'Pilot - Reads well, Writes
well' was launched.
•In early 2001, LWIPL roped in the famous film star and television
icon Amitabh Bacchan to promote the Beta and Vector brands of
Parker pens.
•The primary reason for choosing Amitabh as a brand ambassador
was his popularity among all groups i.e. children as well as elders
and masses as well as classes

14. •In 2001, LWIPL roped in Shekhar Suman to endorse the Papermate
brand. The advertising campaign highlighted its unique selling
propositions such as trouble free writing, better quality and the
rubber body of the pen, which enhanced its grip.
•LWIPL also made efforts to change the positioning of its brand.
•Now Luxar roped in the famous film star icon Deepika Padukon to
promote the new product of luxar which is FRIXION-
write,erase,rewrite of pilot pens.

16. • The Luxor-Parker-Pilot-PaperMate foursome, all under the
LWIL umbrella, account for a 10 per cent share of the branded
market, with a combined annual production figure of over 220
million pens.
• Luxor brand has crossed the Rs 50-crore turnover mark.
• Luxor overall has a 15 per cent market share
• Parker already accounts for 40 per cent share of LWIL's
turnover.
• Luxor, has 15 percent market share
• Growth rate 12 percent to 15 per cent this fiscal year.
• LWIL has achieved manufacturing 80 per cent, of their
products falling in the range of Rs 65 to 16500 being produced
locally.

17. • The remaining 20 per cent, which falls in the premium
segment, will continue to be imported.
• Import duties of writing instruments priced under Rs 100
average 40 per cent, while duties to the tune of 60 per cent
have to be coughed up for importing models priced above Rs
100.
• Driving its targeted growth will be the Parker brand, which
already accounts for around half of Luxor Writing’s turnover.
• Luxor Writing’s focus on Parker is expected to lead to a larger
utilisation of the brand’sinstalled capacity of 15 million a year

19. • LWIPL adopted innovative product oriented distribution
strategies to reach its target customers.
• wide network of 1200 distributors
• supplied pens to 67,000 stationary shops
• Parker pen available in 7000 leading shops
• LWIPL has exported it product to 50 countries all over the
world.

20. Cont…
• Parker pens were launched into 4 metros -Delhi, Mumbai,
Kolkata and Chennai.
• When LWIPL launched paper mate pens they have changed
their strategy vis-à-vis that of parker pens