SECTION A

INTRODUCTION

Industry overview

Luxor is the emblem leader in Indian writing instrument industry.

Luxor institution these days is a varied institution having enterprise hobbies
in special areas viz writing units and stationery products, real estate,
hospitality, fiber optics, nano technology, tablets & virtual office merchandise.
A pioneer in writing units manufacturing, the industry important has re-
invented brand Luxor and delivered word-well-known brands like parker, pilot,
and waterman underneath the group’s umbrella to serve the Indian patron
market. Luxor pioneered the writing instruments industry in India fifty 4
years ago and today it is India’s leading top class quality writing emblem,
since its inception it has brought many laurels to its credit score, ‘excellent
exporter award’ for twelve consecutive years, decided on remarkable brand
India award, parker depended on emblem are some of the awards bagged
through Luxor. Today we are one of the biggest groups in south Asia in
our class of writing instruments having a big percentage of the industry in
India. Our goal has been to be force customer pleasure. We are an
agency that adapts and grows by using upholding some lasting principles.

Luxor end up an international logo in 1980 whilst it started it exports via

its organization corporation Luxor global which has a good sized in the

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international marketplace for the reason that remaining two decades. Luxor
worldwide is exporting Luxor products to extra than eighty five nations
throughout the globe including USA, Europe, Australia, Russia , UK , UAE
and many others markets. Today , the Luxor emblem is a registered
trademark in more than 126 international locations and belongs to an one-of-
a-kind club of pinnacle a hundred and one manufacturers hailing from
numerous enterprise phase in India. As a nowadays Luxor is a leading
manufacturer and exporter of writing gadgets from India with over 10
percentage of export market share with its eight manufacturing centers in
India.

Industry growth rate

Luxor is the pioneer inside the area of interest section of writing devices, will soon
diversify from its middle commercial enterprise into sectors starting from
contemporary technology, actual property and hospitality to retail. It plans to
trouble an initial public offering in the next three years and could make
investments Rs 50 crore in a production plant in Noida - exclusively supposed for
Parker pens.

D K Jain, CEO of Luxor Group, says: “We are taking the Luxor emblem to every
other level after making a mark within the writing contraptions industry. In the past
few years, we have invested in one of a kind sectors and are looking for newer
avenues like optic fibre, real estate, retailing, and hospitality and ‘nano’
technology. We goal to attain a turnover of Rs 800-1,000 crore by the following 12
months with those investments.”

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Luxor commenced its operations in 1963 with fountain pens of lower fee. It now
manufactures and sells below many popular and niche manufacturers like Parker,
Pilot, Waterman and Luxor. It additionally exports to over 110 countries and is
growing on the fee of 15 in keeping with cent yearly. Exports make contributions
about 30 consistent with cent of its turnover.

Jain says: “Highest great of era goes into the making of our writing instruments.
About ninety three according to cent is nearby generation at the same time as
simplest 7 in line with cent is imported. We purpose to grow by using 40 in step
with cent subsequent year primarily based on those investments in more recent
avenues, new merchandise and huge export orders.”

The organization additionally manufactures optic fibers below Aksh Optic Fibers
and has 20,000 connections. Luxor is one among the biggest shareholders and
traders on this category and is partnering with an organization indexed at the
Bombay Stock Exchange. This aside, Luxor is partnering inside the unique
monetary zones’ area in ITeS (IT-enabled offerings) in 64-acre location in
Gurgaon beneath the name of Luxor Cyber City Pvt Ltd. It could make
investments about Rs 50 crore in a Noida manufacturing unit for production Parker
pens and its add-ons like refills and ink. The manufacturing facility, for you to
occupy a one-acre area, is slated to be completed by means of July subsequent yr.
This factory would be the employer’s seventh production plant in India after the
devices in Noida, Haryana, Uttar Pradesh, Gurgaon, Haridwar, Delhi and Mumbai.

Jain says: “We have 50 in keeping with cent shareholding in Qutab Hotel, New
Delhi, for the ultimate 5 years. We are actually specializing in investing inside the
emerging area of ‘nano’ technology whose information could be announced soon.”

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In retail, Luxor operates thru codecs of stores- Signature and Luxor Express. The
corporation has one Signature save in Spice Mall, exclusively supposed for Luxor
brands, and plenty of one-of-a-kind keep-in-shop sections beneath the name Luxor
Express throughout all primary stores of Reliance Timeout, Staples and Crossword
shops. Jain adds: “We plan to release 20 such flagship stores every year for 5
years.”

“Writing units will continue to be the coronary heart of my commercial enterprise.

We would preserve to release new merchandise under Luxor and Parker
manufacturers depending at the demands of the consumers. We hope to attain a
turnover of approximately Rs four hundred crore subsequent year from our writing
devices commercial enterprise,” says Jain.

Luxor would spend about 7-10 consistent with cent of its total turnover on and
advertising for the next year.

The present writing gadgets enterprise stands at Rs 3,500 crore.

Luxor has about 12 in step with cent percentage within the overall market.
Depending on the market proportion, Cello is the leader, observed via Luxor,
Reynolds, Flair, Stick and Link, in the equal order. In the niche class, Luxor is the
marketplace leader in phrases of emblem call.

It has also grown to gain a role some of the top 3 writing contraptions
manufacturing agencies in India.

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Product and services of major players

Products & Services: Permanent Markers, White Board Markers, Highlighters,

Ball & Gel Pens, Fine Liner & Pencil, Coloring Markers, Metal Pens, Eco write,
Retail Packs, Value Packs

Category: Manufacturer

The modern-day repute of Luxor Private Limited is - Active.

The closing mentioned AGM (Annual General Meeting) of Luxor Private Limited,
per our data, changed into held on 20 January, 2020. Also, as per our information,
its remaining stability sheet turned into prepared for the length finishing on 31
March, 2019.

Market share of major players

The Indian luxury pen marketplace is all set to double its size from the cutting-
edge Rs 400 crore in the subsequent four years. Higher disposable earnings and
more logo consciousness amongst Indian, specifically teenagers, has accelerated
demand for worldwide manufacturers and nearly all of whom are present within
the use.

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"Despite the sluggish marketplace where discretionary spending has been curtailed,
the luxury pen phase has been developing in double digits," says Nikhil Ranjan,
CEO, and William Penn - a distributor/retailer of luxury writing instruments with
26 retailers throughout the country and a market proportion of about 30 in line with
cent. The different fundamental gamers with a national presence in the marketplace
are Mont Blanc, Cross and Luxor. On Tuesday, William Penn signed a distinctive
distributorship agreement with German luxurious pen maker Lamy. Lamy is one of
the top five luxurious pen brands in the international.

Indians' penchant for luxury pens pales in importance compared to Chinese. The
length of little country's luxury pen market is at least five instances that of India's,
estimates Ranjan. This puts its value at Rs 2,000 crore. "It is a sign of the capacity
that exists in India," he adds,

Despite the upside, there has now not been a good deal of a pastime inside the
luxury pen marketplace within the u. s. That is broadly divided into the sub-Rs
8,000 class and the Collectors pens which fee in excess of Rs 10,000 (nearly 85 in
step with cent of the pens offered fall under the primary class and stability 15
according to cent below the Collector's pen category).

Not many new brands are getting into the market. Ranjan says that is not sudden as
the various worldwide manufacturers are already gift in the use of a.

Also because the marketplace may be very area of interest, there isn't tons of room
at the retail side as properly, he provides. There are other challenges as nicely. For
instance, the import responsibility remains excessive ranging among 33 consistent
with cent and forty five per cent.

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This provides to the cost of inventory and operating capital management is a
critical factor of this enterprise. While the vendors ought to necessarily purchase
and inventory the pens, the retails have the `sale or return' option.

Swot analysis

The enterprise has a robust market function with a number of strengths which
include; the business's focus at particular market segment i.e. Teens, lengthy
history i.e. Founded in 1892, popular brand name i.e. Iconic figures the usage of
commercial enterprise's garments in conjunction with the global emblem
popularity, the wonderful logo name and keep experience provided to purchasers,
sturdy marketplace function with excessive brand commitment, special style ideas
and environments for all of the brand names which broaden an particular mental
enjoy and the non-traditional approaches of advertising thru designs. All of these
strengths have truly caused a robust market role in home and the global markets.
(Ghulam, 2016).

The predominant strengths of Swot Analysis of Luxor Writing Instruments Private

Limited: Marketing Pens in India Case Solution are

1. The robust courting and partnership with diagnosed groups which have actually
accelerated the commitment closer to the hospital

2. A splendid success of the beyond events organized by way of Swot Analysis of

Luxor Writing Instruments Private Limited: Marketing Pens in India Case Analysis

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3. The earnings or series of finances or contributions which have certainly earned
via the sale of Luxor Writing Instruments Private Limited: Marketing Pens in India
Blizzard in a yearly occasion of Miracle Treat Day have possess the good reason.

Weaknesses

Along with a number of strengths, the agency likewise has precise weaknesses that
withstands the enterprise's prosperity in kind of growing returns. One of the
fundamental vulnerable points of the corporation is the problems related to gender
discrimination and range with the business that it confronted for a years. Together
with it, the criticism over business's rigorous look policy, get entry to to minimum
target markets and the excessive expenses policy also are one of the tremendous
weaknesses of the organization that withstand its increase.

The extensive weak factors of Swot Analysis of Luxor Writing Instruments Private
Limited: Marketing Pens in India Case Analysis are

1. A continuous decrease in the collection of contributions on yearly foundation

2. A lower within the consistent with store earnings in Toronto which have stopped
operating to elevate contributions from here

Three. Some franchise owners are disappointing their choice to take part in an
annual event day because of the agree with that their participation in Miracle Treat
Day are leading to the reduction of the income in conjunction with the now not any
widespread change before and after profits of their companies and establishments.

Opportunities

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There are a diffusion of probabilities within the market that Swot Analysis of
Luxor Writing Instruments Private Limited: Marketing Pens in India Case Help
would possibly avail to boom its market share and attain prospective earnings
margins. The opportunities provided within the market include the agency's growth
towards different European and Asian Markets with starting Brick and mortar
shops. Another organization hazard is the entryway in other enterprise sectors i.e.
Antique segment. Moreover, the employer may additionally open its online stores
like Pipeline being the online phase for Gilly Hicks.

The great probabilities of Swot Analysis of Luxor Writing Instruments Private

Limited: Marketing Pens in India Case Help are

1. To convey an annual occasion which include Wonder Treat Day in the schools

2. To supply the incentives to the franchisees for the involvement in a every year
event including Wonder Reward Day

3. To name for the reason associated occasions

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Company Overview

Established in 1963, Luxor Group is a leading business entity with operations in

multiple industries namely, Writing Instruments, the flagship division, Real Estate,
Hospitality and Retail. With presence in over 95 countries, Luxor is India’s largest
exporter of Writing Instruments.
The foundation of the group was laid by Late Mr. D. K. Jain, a dynamic
businessman who could see the potential of the writing instruments industry five
decades ago.
The journey that started out from a small scale set up in a congested Old Delhi
street, went on to gain new heights of fulfillment and these days, Luxor is an
Indian Superb and with a wide worldwide presence.
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With the goal of bringing world elegance writing devices to India, Luxor Group
shaped alliances with main international brands which includes Parker, Pilot,
Waterman and Monte Viso. While the organization also produced preferred fine
and technologically superior writing contraptions including Metal Pens, Gel Pens,
Ball Pens, Notebooks, Highlighters, Whiteboard Markers, Sketch Pens etc.
Beneath the logo name Luxor.

Luxor Group consists of out tremendous operations at its 7 country of the

artwork centers in Delhi NCR and Mumbai, Maharashtra. It crossed the mark of
manufacturing 1 million pens a day, way again in 1999 and constantly that
specialize in enhancing the abilities and adopting newer technology for better
quality of merchandise.

At Luxor, innovation is the center of all sports and this is glaring from the truth
that the institution has to its credit score, a number of technological innovations
added in the use of a.

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Having established itself as a worldwide leader in writing instruments enterprise,
the group is now that specialize in exploring boom opportunities in other enterprise
regions as nicely.

• Fibre-tip and Roller Ball Pens had been delivered in India, by means of
Luxor, in 1975.

• The creation of Pilot ‘hello-Tec’ needle factor pens in India became also led
with the aid of Luxor.

• In 1986, the organization introduced everlasting markers, dry secure ink

markers and fluorescent highlighters.

Real Estate

The group is actively making an investment in numerous commercial actual

property development initiatives in partnership with Uppal Group, a main actual
estate agency. Its flagship projects include Plaza M6 and Mira, each positioned at
Mathura Road, Delhi.

Hospitality

As part of diversification plans, Luxor Group entered into strategic partnership

with Hospitality enterprise frontrunner Hyatt Group greater than a decade in the
past. In 2002, the group obtained Hotel Qutub and The Luxor Hotels and Resorts
Pvt. Ltd, a 50:50 joint task with Hyatt Group got here into life.

The group plans to start its personal chain of luxury resorts across the use of a in
close to destiny.

Retail

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Luxor is a call synonymous with high overall performance writing devices and the
institution endeavors to live as much as this stature and obtain the equal
prominence in everything it does.

Under the umbrella of Luxor Group, a patron can locate the entirety relating
writing gadgets. Luxor is a logo that caters to the home in addition to the
international markets and additionally makes way for international manufacturers
to reach out to Indian clients. It believes in presenting a possibility to the customers
to discover the whole range under one roof and therefore, it entered the retail
section. With more than 30 Luxor Explore Shop-in-Shops throughout the u. s. And
one flagship shop – Luxor Signature in NCR, the organization is strengthening its
presence.

Mission statement

“What began as one man’s dream is now the pleasure of an entire state.”
We understand that as every word takes shape, an emotion is being
expressed & a tale is being instructed.

We realize that colorations come together to shape pix, dreams are being
shared & hopes are being formed. Luxor’s writing and coloring instrument
put the power in your palms to write your future every unmarried day of
your life.

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Objective of the Company

• To explore the perception of the consumers of Luxor pen

• To examine the retention, loyalty and advocacy level of the consumers of
Luxor pen
• To find out the reasons behind the consumers buying the Luxor pen
• To find out the expectations of consumers buying the Luxor pen.

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History of the company

Year 1963 - In the crowded lanes of wholesale market of Delhi a younger,

dynamic, visionary - Mr. D K Jain dreamt of sooner or later being capable of
provide a satisfactory writing instrument to every literate man or woman in the
country. That every 12 months the dream took form and India saw the start of
Luxor. Today Luxor has developed into India’s No. 1 producer & exporter of
writing devices – operating seven today's facilities in NCR-Delhi, Haridwar &
Mumbai and generating greater than 3 million pens a day.

Luxor changed into the beginning of a revolution inside the writing instruments
enterprise in India. In final fifty years of Innovation and Leadership across
categories, Luxor has been continuously elevating the bar in technological
competence and gaining popularity as a frontrunner and innovator. Today, Luxor
merchandise experience unrivalled patronage not only in India however in more
than ninety three nations throughout the globe.

Stepping Stones to Success

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Under Mr. DK Jain’s in a position guidance, the organization began producing
home-grown Indian pens in early sixties the usage of backward integration and
leveraging the most superior technology over the duration. The Group currently
manufactures a big range of writing gadgets, stationery and accessories – catering
to an in depth variety of purchasers with diverse preferences. The Luxor emblem is
a registered trademark in greater than 126 international locations and belongs to an
exclusive membership of pinnacle a hundred and one brands hailing from various
industry segments in India. Since 2004, Luxor has been declared an Indian Super
brand, the only business enterprise within the writing device enterprise to be
bestowed this honor for the reason that inception of Super brands in India.

Luxor pioneered fibre-tip and curler ball pens in India way returned in 1975 –
creative innovations which immediately caught users’ fancy for their superior
overall performance, fantastic convenience and distinct style. In 1982, the
enterprise joined palms with Pilot Corporation of Japan and taken the Pilot ‘Hi-
Tec’ needle point pens to India. Another major step forward got here in 1986 as
Luxor delivered everlasting markers, dry secure ink markers and fluorescent
highlighters to cope with the diverse necessities of its worldwide consumers. The
logo also gives a remarkable array of merchandise to fulfill the writing, sketching,
drawing and coloring needs of students.

Bringing inside the Brand Edge

The 90s have been substantial in more ways than one because the Luxor Group
persisted to thrive even inside the face of fierce opposition from big multinationals
and main international brands. In a bid to make sure incremental boom, the Group
pick out to re-invent itself and opted for a three-pronged strategy including

16
modernization, exports growth and tie-united states of America with coveted
international brands. In 1990, an special international business department (Luxor
International) become set up to promote and promote the Luxor Brand a long way
beyond Indian obstacles at the same time as the Group decided to deliver beneath
its umbrella some of the most famous foreign makes to serve a good sized and
nice-conscious Indian purchaser base.

Keeping in mind the resounding fulfillment of the Luxor-Pilot tie-up, the Group
determined to follow the equal strategic technique with Brand Parker in 1996.
Paper Mate (1999) and Waterman (2003) followed in shape and the Luxor Group
now acts as preferred business partner for Parker and Waterman in India, keeping
the producing and advertising and marketing franchise.

Positioned as top class life-style add-ons instead of regular software item, the
Parker & Waterman from the House of Luxor continue to be the preferred desire of
the upwardly cell. Celebrity endorsements were additionally sought to sell those
high-end writing jewels, and mythical movie star, Amitabh Bachchan, was signed
up as the Parker brand ambassador in 2000. Continuing its faith in celebrity
endorsements Luxor signed up Bollywood Diva - Ms. Deepika Padukone as
emblem Ambassador in 2011.

Newest member in its logo portfolio is Monte Viso – and distinct series of designer
pens designed by way of world renowned dressmaker Mr. David Ruderman and
launched in 2014.

Diversification Drive

Taking ahead its unbeatable saga of excellence and general patron dedication, the
Luxor Group today is diversifying into various fields. From Writing Instruments to
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Hospitality, Real Estate, Retail and Nano Clean Technology, the ventures are many
and the brand new tasks are running out well to propel the Group to extra heights.

In 2002, Luxor acquired the ITDC-promoted Qutub Hotel in Delhi where it has 50
percent stake and diversified into Real Estate development a year later. Retail is
every other consciousness vicinity in which Company started operations in 2007
and these days have extra than 30 Shop-in-Shops named as Luxor Explore
throughout the United States of America besides having one flagship keep named
as Luxor Signature in NCR Delhi.

Continuing its diversification drive in 2011 Luxor varied into Nano Clean
technologies - top class surface purifier and protector merchandise beneath the
brand call Luxor Nano Clean.

What Sets Us Apart

Since inception, Luxor has been bestowed numerous awards and certifications for
Quality, Innovation, Product Designs and Exports. The Group lays splendid
emphasis on Research & Development to deliver the great writing solutions to its
widespread purchaser base whilst leveraging current technology and best enterprise
practices to enhance product best and overall performance. Luxor’s unfailing
commitment to Quality has been similarly encouraged by means of a chain of ISO
and International certifications which ensure faultless compliance with global
requirements.

The organization also takes greatest viable care to ensure the protection, health and
welfare of its personnel and the communities residing round its facilities. Luxor’s

18
fundamental motive is to cherish the vision of boom in installed and new domains,
and foster sustainable & integrated boom. With an excellent past and a powerful
present to guide it forward, the Luxor Group is prepared to construct upon its
achievements within the years beforehand.

Luxor turned into the beginning of a revolution inside the writing contraptions
enterprise in India. In final fifty years of Innovation and Leadership throughout
categories, Luxor has been continuously elevating the bar in technological
competence and gaining recognition as a frontrunner and innovator. Today, Luxor
merchandise revel in unrivalled patronage not best in India however in more than
93 nations across the globe.

Luxor pioneered fibre-tip and roller ball pens in India way again in 1975 – creative
innovations which instantly caught users’ fancy for his or her advanced overall
performance, awesome comfort and awesome fashion. In 1982, the company
joined fingers with Pilot Corporation of Japan and taken the Pilot ‘Hi-Tec’ needle
point pens to India. Another most important leap forward came in 1986 as Luxor
brought permanent markers, dry safe ink markers and fluorescent highlighters to
deal with the numerous requirements of its global clients. The brand additionally
gives a brilliant array of merchandise to fulfill the writing, sketching, drawing and
coloring wishes of students.

The 90s had been significant in more ways than one as the Luxor Group endured to
thrive even within the face of fierce opposition from big multinationals and leading
global manufacturers. In a bid to ensure incremental growth, the Group pick out to
re-invent itself and opted for a 3-pronged approach which includes modernization,
exports growth and tie-united states with coveted global brands. In 1990, a

19
different global commercial enterprise department (Luxor International) became
installation to promote and sell the Luxor Brand some distance beyond Indian
boundaries while the Group determined to convey below its umbrella a number of
the maximum well-known overseas makes to serve a vast and excellent-aware
Indian purchaser base.

Keeping in mind the resounding fulfillment of the Luxor-Pilot tie-up, the Group
decided to observe the equal strategic technique with Brand Parker in 1996. Paper
Mate (1999) and Waterman (2003) observed suit and the Luxor Group now acts as
favored commercial enterprise accomplice for Parker and Waterman in India,
maintaining the manufacturing and advertising franchise.

Positioned as premium life-style add-ons in place of everyday software item, the

Parker & Waterman from the House of Luxor continue to be the favored
preference of the upwardly mobile. Celebrity endorsements have been also sought
to promote these excessive-quit writing jewels, and mythical movie big name,
Amitabh Bacchan, changed into signed up as the Parker brand ambassador in 2000.
Continuing its faith in movie star endorsements Luxor signed up Bollywood Diva -
Ms. Deepika Padukone as brand Ambassador in 2011.

Newest member in its logo portfolio is Monte Viso – and specific collection of
designer pens designed by using international famed designer Mr. David Ruder
man and released in 2014.

In 2002, Luxor acquired the ITDC-promoted Qutub Hotel in Delhi wherein it has
50 percent stake and assorted into Real Estate development a year later. Retail is
any other consciousness area where Company started out operations in 2007 and
20
these days have more than 30 Shop-in-Shops named as Luxor Explore throughout
the United States of America except having one flagship save named as Luxor
Signature in NCR Delhi.

Continuing its diversification power in 2011 Luxor different into Nano Clean
technologies - top rate floor cleanser and protector products beneath the emblem
name Luxor Nano Clean.

Since inception, Luxor has been bestowed numerous awards and certifications for
Quality, Innovation, Product Designs and Exports. The Group lays extremely good
emphasis on Research & Development to deliver the first-class writing solutions to
its tremendous patron base even as leveraging modern-day technologies and
excellent enterprise practices to decorate product first-class and overall
performance. Luxor’s unfailing commitment to Quality has been similarly
recommended through a sequence of ISO and International certifications which
ensure faultless compliance with global standards.

The company additionally takes greatest possible care to make sure the protection,
fitness and welfare of its workforce and the communities living around its centers.
Luxor’s fundamental reason is to cherish the vision of growth in hooked up and
new domain names, and foster sustainable & incorporated growth. With an
impressive beyond and an effective present to guide it ahead, the Luxor Group is
ready to construct upon its achievements in the years beforehand.

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Types of product and services

 Permanent marker
 White board market
 Highlighters
 Ball / gel pen
 Fine liner / pencil
 Coloring markets
 Metal pens
 Eco write
 Retail packs
 Value packs
 Office stationary

Services

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We at Luxor- Parker Business to Business are committed to offering you the
service you deserve. These services are:

• Product Service: We can guarantee the usual of expertise and

rigorous satisfactory manipulate.

• Customer service: We work with our customers to understand and

cost-add to their business, marketing and verbal exchange needs.

• Creative services: Our design studio will paintings on your short to

offer initial standards the usage of our sophisticated Computer
Aided Design machine,

• Delivery Services: Our group is absolutely dedicated to assembly

your time limits and supplying multi-area points of deliveries.

• Direct Services: We deal personally and at once with every

customer, ensuring that the nice of services is maintained at all
times.

• After Sales Service: We are committed to supplying you spark off,

green and responsive after-income service.

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Size of the company

The Luxor started in 1963 whilst her father started the employer with 5 employees
and a preliminary investment of Rs 5,000. Today, the Luxor Group—it celebrates
50 years of operations this yr.—has over Rs 500 crore in revenues. Of this, almost
eighty percentage comes from the writing instruments commercial enterprise
which began all of it; inside the closing 5 years, this commercial enterprise has
grown at a CAGR (compounded annual growth rate) of 17.65 percentage 12
months-on-yr. It has 4 brands: Luxor, Pilot, Parker and Waterman. Under the
homegrown Luxor brand, the firm manufactures fountain and ball pens, markers,
highlighters, gel-pens, notepads and different writing accessories. It additionally
has a license agreement with Pilot of Japan and Newell Rubbermaid of the United
States, which owns the Parker and Waterman manufacturers.

It’s almost as if she’s in a hurry to show that she is a worthy successor. In this, she
has an uphill task. The famous feeling in Luxor is that her father was a real
entrepreneur, whereas puja has most effective inherited the business. It is perhaps
this that drives the executive director to go away her mark on Luxor. She intends to
attain that via increasing the business enterprise sales from Rs 520 crore to Rs
24
2,000 crore in 3 years. This formidable aim is constrained to Luxor’s writing units
commercial enterprise, and does no longer encompass the Jain family’s
investments in real estate and hospitality.

Luxor Nano Clean has more than one variations for metallic, glass, timber, leather,
imitation leather, devices, home home equipment and optical lenses. Till date,
million gadgets of the product have been synthetic, of which 1.74 million devices
were sold. The business contributed Rs 20 crore to the institution’s sales this
monetary 12 months. And till six months ago, Bollywood famous person Amitabh
Bachchan become its emblem ambassador.

puja doesn’t see either home competition or the shrinking growth of the enterprise
as hurdles mainly due to the fact nearly Rs 2 hundred crore of its sales comes from
the export of its Luxor logo of products to 210 countries. (The agency does no
longer export the Parker, Pilot and Waterman brands.)

“Our export sales, which became Rs 55 crore a couple of years ago, is now Rs two
hundred crore and is growing at a quick charge. The purpose for our diversification
has more to do with setting up Luxor as a logo both within the home and
international markets,” she says. The aim is to take export sales to Rs 500 crore in
three years.

The corporation also enjoys help from retailers. Nikhil Ranjan, founder and CEO
of William Penn (a multi-logo retailer of top rate and comfort writing devices that
stocks Luxor’s merchandise), is of the same opinion that the group doesn’t have a
lot to worry about “as it has the advantage of knowing the industry properly”.

25
The bottom line: puja wishes Luxor to become a household call, be it in stationery,
domestic cleaning merchandise, or different new ventures, which can be part of her
diversification approach. But to this point, Luxor Group’s foray into other (non-
stationery) products continues to be a piecemeal effort. Puja is determined to
rectify this. “Luxor has to grow to be an organization. There could be
transformation, integration and consolidation inside the organization.”

If Luxor’s plans sound a touch hazy, its miles due to the fact puja is still grappling
with the details. “I could have greater clarity in six months,” she says, making
ready to wind down the assembly. It is already 8pm however, for Poona, the day
hasn’t ended. She has another meeting to wait. And some footwear to grow into.

Market share and position of the company

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Market proportion refers back to the element or percentage of a marketplace
earned by way of a agency or an business enterprise. In different words, an
organization’s marketplace percentage is its total sales in relation to the general
industry income of the enterprise in which it operates.

Say, as an instance, the shopping hobby of purchasers as an entire is one hundred

tubes of toothpaste, and a certain toothpaste maker sells 60 tubes. It means that the
enterprise holds a 60% market proportion. The calculation of market proportion
takes into attention an enterprise’s total sales over a selected time period and the
total income of the industry wherein it operates over that period.

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• Market percentage refers to the portion or percent of a market earned by
means of an employer or a business enterprise. In other phrases, an agency’s
market share is its overall sales on the subject of the overall enterprise sales of the
enterprise wherein it operates.

• The calculation of market proportion takes into consideration a business

enterprise’s total sales over a selected time period and the entire income of the
enterprise wherein the organization operates over that duration.

• For example, the shopping interest of customers as an entire is 100 tubes of

toothpaste, and a certain toothpaste maker sells 60 tubes. It implies that the agency
holds a 60% marketplace percentage.

Formula for Market Share

The marketplace share is calculated as follows:

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Impact of Market Share

1. Economies of scale

A boom in an organization’s market percentage can permit the corporation to

operate on a greater scale and growth profitability. It also allows the corporation
broaden a cost gain compared to its competitors.

2. Increased sales

An increase in market percentage additionally helps improve a business

enterprise’s general income. When consumers word the brand loyalty of a majority
in their peers, the final consumers also are pushed to purchase that product.

3. Increased patron base

A boom in market share also enables a business enterprise widen its customer base.
When a majority of the customer base is dependable closer to one logo or product,
the rest may additionally comply with.

4. Reputation

29
A boom in marketplace percentage facilitates enhance the reputation of a business
enterprise. A properly reputation, in flip, allows increase income and broaden the
client base.

5. Dominating the industry

With a boom in marketplace share, an organization will increase its dominance

over the industry it operates in.

6. Increased bargaining strength

With a growth in marketplace share, a business enterprise begins to dominate an

industry. With accelerated dominance over the industry, a agency can exercising
positive powers along with greater bargaining power. The business enterprise
begins to revel in an upper hand and might negotiate to its advantage with
suppliers and distribution channel individuals.

How to boom market proportion

1. Innovation

Innovation is an incredible method of growing market percentage. Innovation can

be inside the shape of product innovation, production approach innovation, or
simply introducing new generation to the marketplace that competition are yet to
offer. With innovation, a company can gain an aspect over its competition and
dominate the industry.

30
2. Lowering charges

A corporation can also make bigger its market proportion by means of lowering its
charges. Lowering fees will entice more customers and assist widen the patron
base and boom sales, for this reason increasing the market percentage of the
company.

3. Strengthening purchaser relationships

By strengthening their current client relationships, companies guard their current

market and ensure no lack of the existing customer base attributable to excessive
opposition. This additionally increases client pride, which in flip enables increase
consumer base thru word-of-mouth.

4. Advertising

Advertising is an expensive but effective manner to boom marketplace share. With

heavy, cutthroat opposition within the marketplace, marketing is an awesome
manner of gaining a higher hand over competitors.

5. Increased quality

Customers have become increasingly more acutely aware of the nice of a product
similarly to its fee. By making sure better exceptional requirements, a employer
can increase its marketplace share.

31
6. Acquisition

Acquiring a competitor is a certain technique of organizing dominance over an

enterprise. By acquiring a competitor, an organization no longer handiest profits
access to a new client base, however it also reduces opposition and enables set up
dominance over an enterprise and growth market proportion.

Sales performance of three years

PROFIT & LOSS ACCOUNT OF LINC PEN AND PLASTICS (in Rs. Cr MAR
21 MAR 20 MAR 19 MAR 18 MAR 17
12 mths 12 mths 12 mths 12 mths 12 mths
INCOME
REVENUE FROM OPERATIONS [GROSS] 253.57 392.10
358.72 325.95 339.31
Less: Excise/Sevice Tax/Other Levies 0.00 0.00 0.00 0.50 1.74
REVENUE FROM OPERATIONS [NET] 253.57 392.10 358.72
325.44 337.56

32
TOTAL OPERATING REVENUES 256.66 399.96 366.94
331.39 348.75
Other Income 1.46 0.04 2.43 1.16 0.43
TOTAL REVENUE 258.12 400.00 369.37 332.55
349.18
EXPENSES
Cost Of Materials Consumed 77.16 138.91 133.44 98.12 106.79

Operating And Direct Expenses 0.00 0.00 0.00 0.00 0.00

Changes In Inventories Of FG,WIP And Stock-In Trade 17.32 -9.88 0.01 -2.70
-1.92
Employee Benefit Expenses 27.77 35.77 27.96 25.46 20.67
Finance Costs 2.74 5.46 6.29 4.85 2.17
Depreciation And Amortisation Expenses 12.69 12.54 10.46 9.60 7.93
Other Expenses 45.99 74.38 60.01 59.24 62.71
TOTAL EXPENSES 261.93 376.74 358.30 320.07
325.23
PROFIT/LOSS BEFORE EXCEPTIONAL, EXTRAORDINARY ITEMS AND
TAX -3.81 23.26 11.07 12.48 23.95
Exceptional Items 0.00 0.00 0.00 0.00 0.00
PROFIT/LOSS BEFORE TAX -3.81 23.26 11.07 12.48 23.95
TAX EXPENSES-CONTINUED OPERATIONS

Current Tax 0.00 5.62 2.46 2.67 5.43

Less: MAT Credit Entitlement 0.00 0.00 0.00 0.00 0.00
Deferred Tax -1.50 -1.61 1.40 1.97 1.25
Tax For Earlier Years -2.35 0.00 2.06 0.00 0.00
TOTAL TAX EXPENSES -3.85 4.01 5.92 4.64 6.68
33
PROFIT/LOSS AFTER TAX AND BEFORE EXTRAORDINARY ITEMS 0.04
19.25 5.15 7.84 17.26
PROFIT/LOSS FROM CONTINUING OPERATIONS 0.04 19.25 5.15 7.84
17.26
PROFIT/LOSS FOR THE PERIOD 0.04 19.25 5.15 7.84 17.26
OTHER ADDITIONAL INFORMATION
EARNINGS PER SHARE
Basic EPS (Rs.) 0.03 12.94 3.46 5.30 11.68
Diluted EPS (Rs.) 0.03 12.94 3.46 5.30 11.68
VALUE OF IMPORTED AND INDIGENIOUS RAW MATERIALS STORES,
SPARES AND LOOSE TOOLS
Imported Raw Materials 0.00 0.00 0.00 0.00 0.00
Indigenous Raw Materials 0.00 0.00 0.00 0.00 0.00
STORES, SPARES AND LOOSE TOOLS
Imported Stores And Spares 0.00 0.00 0.00 0.00 0.00
Indigenous Stores And Spares 0.00 0.00 0.00 0.00 0.00
DIVIDEND AND DIVIDEND PERCENTAGE

Equity Share Dividend 2.23 1.98 1.98 4.44 4.44

Tax On Dividend 0.00 0.46 0.46 0.90 0.90
Equity Dividend Rate (%) 15.00 15.00 15.00 15.00 30.00

34
BALANCE SHEET OF LINC PEN AND PLASTICS (in Rs. Cr.) MAR 21
MAR 20 MAR 19 MAR 18 MAR 17
12 mths 12 mths 12 mths 12 mths 12 mths

EQUITIES AND LIABILITIES

SHAREHOLDER'S FUNDS
Equity Share Capital 14.87 14.87 14.79 14.79 14.79
TOTAL SHARE CAPITAL 14.87 14.87 14.79 14.79 14.79
Reserves and Surplus 119.83 122.10 105.69 105.98
103.50

35
TOTAL RESERVES AND SURPLUS 119.83 122.10 105.69
105.98 103.50
TOTAL SHAREHOLDERS FUNDS 134.71 136.97 120.48
120.77 118.29
NON-CURRENT LIABILITIES
Long Term Borrowings 0.00 18.80 19.67 13.50 12.76
Deferred Tax Liabilities [Net] 3.92 5.45 7.19 5.93 3.96
Other Long Term Liabilities 0.40 0.96 0.00 0.00 0.00
Long Term Provisions 2.41 2.17 1.28 0.97 1.85
TOTAL NON-CURRENT LIABILITIES 6.73 27.36 28.14 20.40 18.57
CURRENT LIABILITIES
Short Term Borrowings 8.12 23.52 38.13 48.48 37.36
Trade Payables 38.48 36.02 25.96 42.54 19.39
Other Current Liabilities 12.32 21.38 19.53 4.84 15.94
Short Term Provisions 0.10 0.10 0.08 0.03 0.07
TOTAL CURRENT LIABILITIES 59.02 81.02 83.69 95.89 72.76
TOTAL CAPITAL AND LIABILITIES 200.46 245.35 232.40
237.05 209.62
ASSETS
NON-CURRENT ASSETS
Tangible Assets 67.76 75.70 74.70 66.83 46.99
Intangible Assets 0.08 0.15 0.20 0.00 0.01
Capital Work-In-Progress 3.22 2.84 0.51 0.23 10.55
Other Assets0.00 0.00 0.00 0.00 0.00
FIXED ASSETS 71.06 78.70 75.41 67.06 57.55
Non-Current Investments 0.00 0.00 0.00 0.00 0.00

36
Deferred Tax Assets [Net] 0.00 0.00 0.00 0.00 0.00
Long Term Loans And Advances 1.24 1.07 0.97 1.07 1.10
Other Non-Current Assets 14.64 15.68 15.60 18.77 19.47
TOTAL NON-CURRENT ASSETS 86.93 95.45 91.97 86.90 78.12
CURRENT ASSETS
Current Investments 0.00 0.00 0.00 0.00 0.00
Inventories 62.61 83.13 70.43 78.88 78.53
Trade Receivables 35.89 43.56 42.34 45.86 39.93
Cash And Cash Equivalents 0.27 0.26 0.24 0.26 0.22
Short Term Loans And Advances 0.00 0.00 0.00 0.00 0.00
OtherCurrentAssets 14.75 22.96 27.42 25.15 12.83
TOTAL CURRENT ASSETS 113.53 149.90 140.43 150.15
131.50
TOTAL ASSETS 200.46 245.35 232.40 237.05 209.62

OTHER ADDITIONAL INFORMATION

CONTINGENT LIABILITIES, COMMITMENTS

Contingent Liabilities 31.03 37.05 8.84 44.55 28.74

CIF VALUE OF IMPORTS
Raw Materials 0.00 0.00 0.00 0.00 0.00
Stores, Spares And Loose Tools 0.00 0.00 0.00 0.00 0.00
Trade/Other Goods 0.00 0.00 0.00 0.00 0.00
Capital Goods 0.00 0.00 0.00 0.00 0.00
EXPENDITURE IN FOREIGN EXCHANGE

Expenditure In Foreign Currency 38.90 72.49 62.87 40.49 0.00

37
REMITTANCES IN FOREIGN CURRENCIES FOR DIVIDENDS

Dividend Remittance In Foreign Currency -- -- -- -- --

EARNINGS IN FOREIGN EXCHANGE
FOB Value Of Goods -- -- -- -- --
Other Earnings 47.88 77.21 86.81 80.28 --
BONUS DETAILS
Bonus Equity Share Capital -- -- -- -- --
NON-CURRENT INVESTMENTS
Non-Current Investments Quoted Market Value -- -- -- -- --

Non-Current Investments Unquoted Book Value -- -- -- -- --

CURRENT INVESTMENTS
Current Investments Quoted Market Value -- -- -- -- --
Current Investments Unquoted Book Value -- -- -- -- --

 
Organizational chart

38
39
40
41
 Head office of the company

LUXOR WRITING INSTRUMENTS PVT. LTD.

A-40, Hosiery complex, Phase - II Extension,
Noida - 201305, District Gautam Budh Nagar (U.P).
Ph.: 0120 - 4899100, 4899000

REGIONAL SALES OFFICES

 NORTH

A-40, Hosiery Complex, Phase II Extension,

District Gautam Budh Nagar,
Noida, Uttar Pradesh- 201305
Ph. : 0120-4899088/4899100
Fax : 0120-4899197
 
 

 EAST

Flat No. 1 C, Neelambar Building

28 B, Shakespeare Sarani,
Kolkata- 700017 (W.B)
Ph. : 033-22802561/ 22802562
Fax : 033-22802562
 

 WEST

Jagdamba House, 3rd Floor Next To Anupam Cinema,

Peru Baug Goregaon (E),
Mumbai- 400063
Ph. : 022-26860925 / 26860419 / 42557255/

42
 42557265 / 42557255
Fax : 022-26860920
 
 SOUTH I

9-A & B, P.M. Tower, 37, Greams Road

Chennai – 600006 (TN)
Ph. : 044-28290994/ 42035099
Fax : 044-28290996
 
 SOUTH-II

409-410, 4th Floor, Brigade Towers

135 Brigade Road,
Bangalore – 560025 (Karnataka)
Ph. : 080-67877400 / 080-67877400
Fax : 080-41117028

43
Different plants of the company

Luxor brings out the best of writing instruments with quality centric
manufacturing process at its 7 facilities in Delhi-NCR and Mumbai. The
brand performs an extensive market research before designing a product to
understand customers’ needs.

Luxor usually stays in advance to use the cutting-edge technologies in its products.
Each Luxor product is product of premium satisfactory fabric and finest
craftsmanship.

From a small store in Delhi’s Sadar Bazaar, Luxor has became in to massive
manufacturing flowers throughout the country. The production gadgets of Luxor
are majorly unfold in Delhi-NCR region. The Group has one unit in Gurgaon, four
gadgets in Noida, U.P, one in Haridwar and one in Mumbai, Maharashtra.

44
45
46
Contact details of the company

BY E-MAIL
For the quickest answer any time of the day write to us with your
feedback at ecom@luxoroffice.com
BY PHONE
+91 11-43117311
Monday to Saturday
10:00 AM - 5:30 PM
BY ADDRESS
Luxor Writing Instruments Pvt Ltd, Plot-229, Okhla, Phase-3, Delhi-
110020

47
Photo graph of head office

48
49
Logo of the company

50
Tagline of the company

Type Private Limited

Industry Stationery

Founded 1963; 58 years ago [1]

Founder Davinder Kumar Jain ("D.K." Jain) [2]

Headquarters India

Key people Pooja Jain (CEO) [3]

Products Writing implements and office stationery

Parent Luxor Group [2][4]

Website luxorpen.com

Tagline – “Better thinking”

51
Two recent print ads of the company

52
53
54
Product List

1256N SUPER COMBO SET ASST LUX

Luxor Pro-E Refillable Whiteboard Marker Pack of 6's pcs - Black Color

₹150.00

55
56
Swot Analysis of the company

The enterprise has a robust market function with a number of strengths which
include; the business's focus at particular market segment i.e. Teens, lengthy
history i.e. Founded in 1892, popular brand name i.e. Iconic figures the usage of
commercial enterprise's garments in conjunction with the global emblem
popularity, the wonderful logo name and keep experience provided to purchasers,
sturdy marketplace function with excessive brand commitment, special style ideas
and environments for all of the brand names which broaden an particular mental
enjoy and the non-traditional approaches of advertising thru designs. All of these
strengths have truely caused a robust market role in home and the global markets.
(Gulam, 2016).

The predominant strengths of Swot Analysis of Luxor Writing Instruments Private

Limited: Marketing Pens in India Case Solution are

1. The robust courting and partnership with diagnosed groups which have actually
accelerated the commitment closer to the hospital

2. A splendid success of the beyond events organized by way of Swot Analysis of

Luxor Writing Instruments Private Limited: Marketing Pens in India Case Analysis

3. The earnings or series of finances or contributions which have certainly earned

via the sale of Luxor Writing Instruments Private Limited: Marketing Pens in India
Blizzard in a yearly occasion of Miracle Treat Day have possess the good reason
57
Weaknesses

Along with a number of strengths, the agency likewise has precise weaknesses that
withstands the enterprise's prosperity in kind of growing returns. One of the
fundamental vulnerable points of the corporation is the problems related to gender
discrimination and range with the business that it confronted for a years. Together
with it, the criticism over business's rigorous look policy, get entry to to minimum
target markets and the excessive expenses policy also are one of the tremendous
weaknesses of the organization that withstand its increase.

The extensive weak factors of Swot Analysis of Luxor Writing Instruments Private
Limited: Marketing Pens In India Case Analysis are

1. A continuous decrease in the collection of contributions on yearly foundation

2. A lower within the consistent with store earnings in Toronto which have stopped
operating to elevate contributions from here

Three. Some franchise owners are disappointing their choice to take part in an
annual event day because of the agree with that their participation in Miracle Treat
Day are leading to the reduction of the income in conjunction with the now not any
widespread change before and after profits of their companies and establishments

Opportunities

There are a diffusion of probabilities within the market that Swot Analysis of
Luxor Writing Instruments Private Limited: Marketing Pens in India Case Help
would possibly avail to boom its market share and attain prospective earnings
margins. The opportunities provided within the market include the agency's growth
towards different European and Asian Markets with starting Brick and mortar

58
shops. Another organization hazard is the entryway in other enterprise sectors i.e.
Antique segment. Moreover, the employer may additionally open its online stores
like Pipeline being the online phase for Gilly Hicks.

The great probabilities of Swot Analysis of Luxor Writing Instruments Private

Limited: Marketing Pens in India Case Help are

1. To convey an annual occasion which include Wonder Treat Day in the schools

2. To supply the incentives to the franchisees for the involvement in a every year
event including Wonder Reward Day

3. To name for the reason associated occasions

Threats

The business with its existence in a competitive environment and together with the
concerns associated with its variety, deals with a lot of hazards including the
marketplace capture by Space in prospective international markets as Space is also
considering to shift in the global markets and the consumer shift towards Victoria's
Street with social accessory.

The significant risks of Swot Analysis of Luxor Writing Instruments Private

Limited: Marketing Pens in India Case Help are
1. The economic situations of the nation which might lead towards the decrease in

Charitable activities
2. An increase in competition related to the sale of frozen deals with.

59
s

60
Company growth rate

61
62
Industry growth rate

Luxor s the pioneer within the area of interest section of writing devices, will
quickly diversify from its middle enterprise into sectors starting from ultra-modern
technology, actual property and hospitality to retail. It plans to problem an initial
public imparting within the next 3 years and will make investments Rs 50 crore in
a manufacturing plant in Noida - exclusively supposed for Parker pens.

D K Jain, CEO of Luxor Group, says: “We are taking the Luxor emblem to another
level after making a mark in the writing devices industry. In the past few years, we
have invested in unique sectors and are searching for more modern avenues like
optic fibre, actual property, retailing, and hospitality and ‘nano’ era. We intention
to reap a turnover of Rs 800-1,000 crore by way of the following yr. with these
investments.”

Luxor commenced its operations in 1963 with fountain pens of lower price. It now
manufactures and sells beneath many popular and area of interest manufacturers
like Parker, Pilot, Waterman and Luxor. It additionally exports to over 110 nations
and is growing at the price of 15 according to cent yearly. Exports contribute about
30 according to cent of its turnover.

Jain says: “Highest first-rate of generation goes into the making of our writing
devices. About 93 per cent is neighborhood era whilst best 7 per cent is imported.
We intention to grow by using forty in keeping with cent subsequent year based on
those investments in more recent avenues, new merchandise and huge export
orders.”

The enterprise also manufactures optic fibers beneath Aksh Optic Fibers and has
20,000 connections. Luxor is one among the biggest shareholders and traders in

63
this category and is partnering with a agency indexed at the Bombay Stock
Exchange. This apart, Luxor is partnering inside the special economic zones’
region in ITeS (IT-enabled services) in 64-acre region in Gurgaon below the call of
Luxor Cyber City Pvt Ltd. It might invest approximately Rs 50 crore in a Noida
factory for manufacturing Parker pens and its add-ons like refills and ink. The
manufacturing unit, with a view to occupy a one-acre place, is slated to be finished
by means of July subsequent year. This manufacturing facility would be the
business enterprise’s 7th manufacturing plant in India after the units in Noida,
Haryana, Uttar Pradesh, Gurgaon, Haridwar, Delhi and Mumbai.

Jain says: “We have 50 in line with cent shareholding in Qutab Hotel, New Delhi,
for the last 5 years. We at the moment are focusing on making an investment inside
the rising area of ‘nano’ generation whose info could be announced quickly.”

In retail, Luxor operates through formats of stores- Signature and Luxor Express.
The enterprise has one Signature store in Spice Mall, solely supposed for Luxor
manufacturers, and plenty of exclusive save-in-store sections beneath the name
Luxor Express throughout all important shops of Reliance Timeout, Staples and
Crossword stores. Jain provides: “We plan to launch 20 such flagship shops each
yr. for 5 years.”

“Writing gadgets will stay the heart of my commercial enterprise. We would

continue to launch new merchandise below Luxor and Parker manufacturers
depending on the demands of the clients. We wish to acquire a turnover of
approximately Rs four hundred crore next year from our writing gadgets business,”
says Jain.

Luxor would spend about 7-10 per cent of its overall turnover on and advertising
for the following year.

64
The gift writing devices industry stands at Rs three, 500 crore.

Luxor has about 12 per cent share inside the overall market. Depending in the
marketplace share, Cello is the leader, accompanied with the aid of Luxor,
Reynolds, Flair, Stick and Link, in the same order. In the area of interest category,
Luxor is the marketplace chief in terms of logo name. It has also grown to obtain a
function among the top 3 writing units manufacturing groups in India.

65
Financial performance of the company

FINANCIAL REPORT - LUXOR WRITING INSTRUMENTS PRIVATE

LIMITED

Here is a précis of financial records of LUXOR for the economic year finishing on
31 March, 2020.

• Revenue / turnover of LUXOR WRITING INSTRUMENTS PRIVATE

LIMITED is INR 100 cr - 500 cr

• Net well worth of the agency has expanded via 1.14 %

• EBITDA of the corporation has reduced through - 38.Eleven %

66
• Total belongings of the enterprise has accelerated by way of 6.18 %

• Liabilities of the organization has accelerated by way of 2.08 %

Operating Revenue INR one hundred cr - 500 cr

EBITDA - 38.11 %

Net worth 1.14 %

Debt/Equity Ratio 0.84%

Return on Equity 1.13 %

Total Assets 6.18 %

Fixed Assets 8.Sixty four %

Current Assets 5.12 %

Current Liabilities 2.08 %

Trade Receivables - 29.05 %

Trade Payables 53.26 %

Current Ratio 1.07

For the three months ended 31 December 2020, Investeringsselskabet Luxor A/S
sales decreased 2% toDKR21.5M. Net profits reduced 22% to DKR10.8M.
Revenues reflect Capital gains, mortgage deeds decrease of 20% toDKR2.6M,
Other Income decrease of 31% to DKR591K. Net income additionally reflects FV/

67
Adjust on Derivatives for Hedging decrease of 82% to DKR870K (profits), Staff
expenses increase of forty% to DKR4.2M (expense).

Balance sheet of the company

BALANCE SHEET OF LUZOR PEN (in Rs. Cr.)

MAR 21 MAR 20 MAR 19 MAR 18 MAR 17

12 mths 12 mths 12 mths 12 mths 12 mths

EQUITIES AND LIABILITIES

SHAREHOLDER'S FUNDS
Equity Share Capital 14.87 14.8 14.79 14.79 14.79

TOTAL SHARE CAPITAL 14.87 14.87 14.79 14.79 14.79

Reserves and Surplus 119.83 122.10 105.69 105.98

103.50

68
TOTAL RESERVES AND SURPLUS 119.83 122.10 105.69
105.98 103.50
TOTAL SHAREHOLDERS FUNDS 134.71 136.97 120.48
120.77 118.29
NON-CURRENT LIABILITIES
Long Term Borrowings 0.00 18.80 19.67 13.50 12.76
Deferred Tax Liabilities [Net] 3.92 5.45 7.19 5.93 3.96
Other Long Term Liabilities 0.40 0.96 0.00 0.00 0.00
Long Term Provisions 2.41 2.17 1.28 0.97 1.85
TOTAL NON-CURRENT LIABILITIES 6.73 27.36 28.14 20.40 18.57
CURRENT LIABILITIES
Short Term Borrowings 8.12 23.52 38.13 48.48 37.36
Trade Payables 38.48 36.02 25.96 42.54 19.39
Other Current Liabilities 12.32 21.38 19.53 4.84 15.94
Short Term Provisions 0.10 0.10 0.08 0.03 0.07
TOTAL CURRENT LIABILITIES 59.02 81.02 83.69 95.89 72.76
TOTAL CAPITAL AND LIABILITIES 200.46 245.35 232.40
237.05 209.62
ASSETS
NON-CURRENT ASSETS
Tangible Assets 67.76 75.70 74.70 66.83 46.99
Intangible Assets 0.08 0.15 0.20 0.00 0.01
Capital Work-In-Progress 3.22 2.84 0.51 0.23 10.55
Other Assets0.00 0.00 0.00 0.00 0.00
FIXED ASSETS 71.06 78.70 75.41 67.06 57.55
Non-Current Investments 0.00 0.00 0.00 0.00 0.00

69
Deferred Tax Assets [Net] 0.00 0.00 0.00 0.00 0.00
Long Term Loans and Advances 1.24 1.07 0.97 1.07 1.10
Other Non-Current Assets 14.64 15.68 15.60 18.77 19.47
TOTAL NON-CURRENT ASSETS 86.93 95.45 91.97 86.90 78.12
CURRENT ASSETS
Current Investments 0.00 0.00 0.00 0.00 0.00
Inventories 62.61 83.13 70.43 78.88 78.53
Trade Receivables 35.89 43.56 42.34 45.86 39.93
Cash and Cash Equivalents 0.27 0.26 0.24 0.26 0.22
Short Term Loans and Advances 0.00 0.00 0.00 0.00 0.00
Other Current Assets 14.75 22.96 27.42 25.15 12.83
TOTAL CURRENT ASSETS 113.53 149.90 140.43 150.15
131.50
TOTAL ASSETS 200.46 245.35 232.40 237.05 209.62

OTHER ADDITIONAL INFORMATION

CONTINGENT LIABILITIES, COMMITMENTS

Contingent Liabilities 31.03 37.05 8.84 44.55 28.74

CIF VALUE OF IMPORTS
Raw Materials 0.00 0.00 0.00 0.00 0.00
Stores, Spares and Loose Tools 0.00 0.00 0.00 0.00 0.00
Trade/Other Goods 0.00 0.00 0.00 0.00 0.00
Capital Goods 0.00 0.00 0.00 0.00 0.00
EXPENDITURE IN FOREIGN EXCHANGE

Expenditure in Foreign Currency 38.90 72.49 62.87 40.49 0.00

70
REMITTANCES IN FOREIGN CURRENCIES FOR DIVIDENDS

Dividend Remittance in Foreign Currency -- -- -- -- --

EARNINGS IN FOREIGN EXCHANGE
FOB Value of Goods -- -- -- -- --
Other Earnings 47.88 77.21 86.81 80.28 --
BONUS DETAILS
Bonus Equity Share Capital -- -- -- -- --
NON-CURRENT INVESTMENTS
Non-Current Investments Quoted Market Value -- -- -- -- --

Non-Current Investments Unquoted Book Value -- -- -- -- --

CURRENT INVESTMENTS
Current Investments Quoted Market Value -- -- -- -- --
Current Investments Unquoted Book Value -- -- -- -- --

SECTION B

INTRODUCTION

About the project

71
The project is all about the A study on the consumer satisfaction and loyalty
towards the Luxor pen. Consumer satisfaction is important so that buyer can take
the right decision and right choice. Consumer satisfaction is directly linked to
loyalty. An object that requires more time to be remember by shoppers would need
more progress in individuals about its benefits.

Analysis the consumer satisfaction and loyalty towards the Luxor pen to know that
they aware about the pens and what was the loyalty kevel towards the pens.

INDUSTRY PROFILE

This industry is growing at 8% to 10% p.a. Major Indian players in the ballpoint
pen market are Cello, Lexi, Reynolds, Luxor, Flair, Montex, Todays, and Linc and
so on. Out of these, Cello, Lexi and Reynolds have major share of the market.
Cello has a wide range of pens that cater to the needs of all types of consumers.

Key companies profiled: Faber-castle

Report coverage : Revenue forecast

Growth rate : CAGR of 7.4% from 2019 to 2025

Major players of the company

72
73
74
COMPANY PROFILE

Luxor is the brand chief in Indian Writing Instrument Industry. Luxor Group these
days is a varied organization having commercial enterprise hobbies in one of a
kind areas viz writing Instruments and stationery products, Real Estate,
Hospitality, Fiber Optics, Nano Technology, Tablets & virtual Office Products.

A pioneer in Writing Instruments manufacturing; the industry foremost has re-

invented Brand Luxor and taken global-well-known brands like Parker, Pilot, and
Waterman below the Group's umbrella to serve the Indian client marketplace.

Luxor pioneered the Writing Instruments enterprise in India fifty Four years in the
past and today it's miles India's main Premium best Writing Brand, for the reason
that its inception it has delivered many laurels to its credit, "Best Exporter Award"
for twelve consecutive years, Selected Super logo India award, Parker trusted
emblem award are a number of the awards bagged via Luxor. Today we're
considered one of the most important businesses in South Asia in our class of
writing gadgets having a large share of the enterprise in India. Our purpose has
been to drive customer delight. We are an organization that adapts and grows
through upholding some lasting principles.

Type : Private Limited

Industry : Stationary
Founded : 1963
Founder : Davinder kaur Jain
Headquarters : India

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SCOPE

There is a wide scope of this study . This study will help in identifying the specific
problem of marketing in the pen industry . A multidimensional approach is
proposed to put into application to analyze the respective problems. The study aims
at making an evolve a suggestive model with all the facts and marketing strategies.

OBJECTIVE OF THE COMPANY

Luxor is the brand leader in Indian Writing Instrument Industry. Luxor Group
nowadays is a diverse group having enterprise interests in one of a kind areas viz
writing Instruments and stationery products, Real Estate, Hospitality, Fiber Optics,
Nano Technology, Tablets & virtual Office Products. A pioneer in Writing
Instruments production; the industry fundamental has re-invented Brand Luxor and
taken world-famous manufacturers like Parker, Pilot, and Waterman underneath
the Group's umbrella to serve the Indian consumer market. Luxor pioneered the
Writing Instruments enterprise in India fifty Four years ago and these days it is
India's leading Premium high-quality Writing Brand, on account that its inception
it has brought many laurels to its credit, "Best Exporter Award" for twelve
consecutive years, Selected Super emblem India award, Parker relied on logo
award are a number of the awards bagged by means of Luxor. Today we're
considered one of the biggest groups in South Asia in our category of writing
devices having a large percentage of the enterprise in India. Our intention has been

76
to pressure patron pleasure. We are a company that adapts and grows by upholding
a few lasting concepts.

 To explore the perception of the consumers of luxor pen

 To examine the retention, loyalty and advocacy level of the consumers of
luxor pen
 To find out reasons behind the consumers buying the luxor pen
 To find out the expections of consumers buying the luxor pen

LITERATURE REVIEW

 The early study on customer satisfaction emphasized that achieving high

customer satisfaction can generate more new and repeat purchases and
favorable word-of-mouth communication, which intern will lead to higher
revenue and profits (Tam, 2011).

 Customer satisfaction is the reaction of customer toward state of

the fulfillment and judgment of customer about that fulfilled state (Khayyat
& Heshmati,2012).

 Customer satisfaction is the expectation before consuming a product

regarding quality or it is a pre-consumption judgment or
expectation(bae,2012

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 Anurag Kumar (2013! surveys the ,n"ianStationary #arket from an
entrepreneurial point of view. -e mentions that there is 1uite scope of
"evelopment for stationary market in ,n"ia. -is work clearly emphasies on the
feasibility an"the growth of this in"ustry.

 Kirubaap (2013! con"ucte" an empirical stu"y on the stationaryin"ustry

in ,n"ia ma3orly from a consumer bran" association point of view. -e carries
out athorough segmentation an" formulates bran" association vis454vis these
segmentation. Therehave been a limite" number of stu"ies con"ucte" for this
market. #ost of them focus on themarketers strategies an" marketing mi$.
This stu"y provi"es a logical continuation by provi"inginsights pertaining to
the consumers.

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RESEARCH METHODOLOGY

 Types of Research : Descriptive Research

 Types of Data : Primary Data and Secondary Data
 Sampling Unit : Customer of Varanasi
 Sample Size : 100
 Sampling Method : Survey
 Data Collection Tools : Questionnaire
 Data Representation Tool : Graph and Pie chart
 Duration : 45 days

79
DATA ANALYSIS AND INTERPRETATION

Age Responses

20-25 64

25-30 20

30-35 16

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Note- Acceptable survey responses is 100.

Gender Numbers

Male 51

Female 49

Total 100

Data Analysis - The total respondents who are present in my survey among them
there are 51 males and 49 female present and the percentage of the male and
female are 50.9% and 49.1% respectively.
Data Interpretation- From the above data clearly come to the result that

81
maximum number of respondents are from male.so it can be said that the survey
influenced by the male.

Occupation Members

Student 85

Service 9

Business 1

Profession 1

others 4

Data Analysis- In this analysis total five type of occupation are there which had
responded 85 student, 9 service, 1 business, 1 profession and 4 others.
Data Interpretation- from the above data we can find that the majority of
people responded are from the student which is 85.

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 Brand Responses

Luxor 29

Cello 43

Natarj 3

Reynolds 23

Uni-ball 2

Data Analysis- On this basis of survey 29% of the responses Luxor pens like
most, 43% of the responses cello pens like, 23% of the responses Reynolds like,
3% of the responses like natarj and 2% of the responses like uni-ball.
Data Interpretation- on the basis of my survey 43 of the responses like most
cello brand’s pens.

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 Preference Responses

Price 12

Quality 77

Refillable 9

Schemes 0

Looks 2

Data Analysis: On the basis of the survey 77% of the customer prefer to buy
according to their quality, 12% of the customer according to their quality and rest
of the customer looks and refillable.
Data Interpretation- From the above data we can find that 77 of the customer
prefer to buy according the their quality.

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 Sales of pen Responses

During exam 62

Neutral 30

Low Price 3

Schemes 3

None of the 2
above

Data Analysis-On the basis of the survey 62% of the customer sales of pen is
high during exam time, 30% of the customer is neutral and some little of
percentage of the customer are low price and schemes.
Data Interpretation-From the above data we can find that 62 of the responses
sales of pen is high during exam time.

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Data Analysis- On the basis of the survey 57% of the customer between Rs10 to
Rs20 price range generally used, 31% of the customer below Rs10 and some little
percentage of the customer used rest of the price range.
Data Interpretation- From the above data we can analysis that 57 of the
responses between Rs10 to 20 price range generally used.

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Data Analysis - On the basis of the survey 44% of the customer cello’s brand of
ball pen prefer to write, 30% of the customer Luxor brand of ball pen and 15% of
the customer other brand of ball pen.
Data Interpretation- from the above survey we analysis from the data that 44
of the responses are prefer to write cello brand of the pen.

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 Color of pen Responses

Red 5

Blue 80

Black 13

White 0

Others 2

Data Analysis- On the basis of the survey 80% of the customer blue color of
pen normally used, 13% of the customer used black color and 7% of the customer
used red color.
Data Interpretation- From the above data we can find that 80 of the responses
are normally used blue color of pen.

88
 Types of pens Responses

Ball Pen 87

Gel Pen 8

Ink Pen 3

Montex Pen 1

Others 1

Data Analysis- On the basis of the survey 87% of the customer ball pen
currently used, 10% of the customer used gel pen and rest of the percentage used
others.

Data Interpretation- on the basis of survey we can find easily that are ball pen
currently used.

89
 Pens Responses

Luxor 22

Reynolds 13

Cello 39

Linc 20

Others 6

Data Analysis- On the basis of the survey 39% of the customer cello pen strikes
first when the range is between Rs3 to Rs15, 22% of the customer Luxor pen, 20%
of the customer Linc, 13% of the customer Reynolds and rest of the customer
others.
Data Interpretation- On the basis of my survey majority of responses of cello
pen strikes first when the range between Rs3 to Rs15.

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 Purchase Responses
Once a week 14
Once in 15 days 30
Bulk purchase 40
Beg 5
Frequently 11

Data Analysis-On the basis of the survey 40% of the customer bulk purchase a
pen, 31% of the customer purchase once in a 15 days, 14% of the customer
purchase once a week, 11% of the customer purchase frequently and rest of the
customer beg.
Data Interpretation- from the above data we can find easily that maximum
number of the responses bulk purchase a pen.

91
 Satisfaction Responses
Strongly disagree 23
Disagree 13
Neutral 43
Agree 14
Strongly agree 7

Data Analysis- On the basis of the survey 43% of the customer neutral of status
while purchasing a pen, 22% of the customer strongly disagree while purchasing a
pen, 14% of the customer agree, 13% of the customer disagree and 7% of the
customer strongly agree.
Data Interpretation- On the basis of this survey majority of the responses
neutral of status while purchasing a pen.

92
 Column Responses
Advertisement 27
Colleagues 11
Friends 37
Retailers 22
Internet 3

Data Analysis-On the basis of my survey 37% of the customer are first heard
about the Luxor pen through friends, 27% of the customer are heard through the
advertisement and some customer are heard through internet and colleagues.
Data Interpretation- On the basis of my survey majority of the responses are
first heard about the Luxor pen through friends.

93
 satisfaction Responses
Strongly agree 14
Agree 37
Neutral 27
Disagree 14
Strongly Disagree 8

Data Analysis- On the basis of survey 37% of the customer agree to attract for
buying a new pen, 27% of the customer is neutral, 14% of the customer is strongly
agree, 13% of the customer is disagree, 8% of the customer is strongly disagree.
Data Interpretation- From the above data we can find that 37 responses agree
to attract for buying a pen.

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 Company of Responses
pens
Luxor 35
Reynolds 31
Uni-ball 6
Linc 16
Others 12

Data Analysis- On the basis of my survey 35% of the customer wants business
deal is done with Luxor pen, 31% of the customer is go with Reynolds, 16% of the
customer is go with the Linc pen.
Data Interpretation- On the basis of my survey 35 of the customer wants
business deal is done with Luxor pen.

95
 Satisfaction level Responses
Strongly agree 12
Agree 43
Neutral 41
Disagree 3
Strongly disagree 2

Data Analysis- On the basis of my survey 43% of the customer agree to wants
change in looks for Luxor pen, 41% of the customer is neutral, 12% of the
customer is strongly agree and rest percentage of the customer is disagree.
Data Interpretation- On the basis of my survey majority of responses that
agree to wants change in looks for Luxor pen.

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Basis Responses
Because of 13
advertisement
Change in price 34
Change in Looks 17
Change in Trends 15
Others 21

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Data Analysis- On the basis of my survey 34% of the customer to change the
brand generally because of change in price, 21% of the customer to change the
brand because of others, 17% of the customer to change because of change in
looks, 15% of the customer to change because of change in trends and rest
percentage of the customer to change their brand because of advertisement.
Data Interpretation- According to my survey most of the people to change the
brand generally because of change in price, there is 34 responses.

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Basis Column
Ball pen 4
Gel pen 2
Ink pen 2
Pilot pen 4

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Data Analysis- On the basis of my survey 50% of the customer are given rank
ball pen and some customer are given rank gel pen and some customer are given
rank ink pen or pilot pen.
Data Interpretation- On the basis of my survey 50 people responses are given
rank ball pen.

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Data Interpretation:
On the basis of my survey most of the customer suggestion on Luxor pen is good.

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Finding

 The majority of age wise distribution of 70% of respondents is between 20-

25 years.
 The majority of respondents of 75% of respondents are satisfied with the
quality.
 The majority of respondents of 45% of respondents are change in looks of
Luxor pen.
 The majority of respondents of 56% of respondents are satisfied with the
price.

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Conclusions

 The production of pen in India has been steadily growing since the
beginning of the twentieth century. The pen industry is basically a labor
intensive having vast employment potential.

 The collection data was analyzed using simple percentage and bar
charts .certain factors which reduce the price were found out.

 In this study an attempt is made to measure the customer analysis and

preference about these brands. It is found that customers are satisfied with
their brand.

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Limitation

 A few respondents may not have answered entire questionnaire with

consistency and the effect of this would have been greater.

 The sample size was chosen keeping in view the type of product.

 Some respondents should have given biased information the effect of this
would have been greater during the analysis part of questionnaire.

 The accuracy of the report depends upon how honestly or sincerely the
respondents have answered.

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Bibliography

 www.luxorpen.com

 www.pdfcoffee.com

 www.pdfcoffee.com

 www.fdocuments.in

 www.icmrindia.org

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