Stationery major Luxor launches Crayola in India

Children’s art supplies maker Crayola has partnered stationery major Luxor Writing Instruments to invest around $8-10 billion in India over the next five years, as it looks to expand manufacturing and tap into the country’s fast-growing consumer market.

The company, which currently manufactures primarily in the US, Mexico, Brazil and Vietnam, plans to develop India as a key manufacturing and sourcing hub for global supplies, while also strengthening its domestic presence. Crayola is the market leader in the US colouring category, including crayons and coloured pencils.

Also Read: 'India could become Hettich's biggest market in five years': Andreas Hettich


“The next opportunity for us in a diversified supply chain is to build India,” said Pete Ruggiero, president and chief executive officer, Crayola. The company has already started production in India and has exported some products made in the country to the US.

Speaking on the expansion, Luxor Managing Director Pooja Jain Gupta said the broader global business is targeting investments of $8–10 billion over five years, with India emerging as a growth market.

India’s creative products market, estimated at around Rs 1,200 crore, is growing at 15–20% annually, driven by rising demand and a large young consumer base, Gupta said, adding that the company expects to build a Rs 400 crore business in India within five years, positioning its products at a premium to local brands.

As part of a wider supply chain shift, Crayola has reduced its dependence on China to below 5% and is increasingly focusing on India for manufacturing. Manufacturing has already begun on select products and is expected to scale up, aligning with efforts to build a more diversified and resilient global supply chain.

Also Read: Mukesh Ambani-led Reliance Industries gets customs duty order from Mundra authority

In India, the company plans on selling through digital platforms, quick commerce and also stores such as Hamleys and Crossword, among others. “And then we go into the present value of where Luxor's distribution begins, where we sell to a large base,” Gupta said.

However, it expects about 30% of business from quick commerce and e-commerce in the first year.