For a generation that spends much of its day tapping, scrolling and swiping, there is something almost refreshing about putting pen to paper. Journaling, sketching, colouring and other forms of offline creativity have found their way back into everyday routines, not just among children but young adults too. And stationery, once largely associated with schoolwork, is finding a new role as a creative outlet. From everyday writing instruments to notebooks, markers, colours and art supplies, DOMS now has a much wider portfolio catering to both everyday learning and creativity. Speaking to IMPACT Magazine, Saumitra Prasad, Chief Marketing Officer, DOMS, attests that this behaviour is changing what consumers expect from the category.
“Stationery is no longer a product of utility. We are looking at a product of self-expression. And that’s why the emphasis is not just a pencil which can write well or a pen which can write bolder, but also a lot of emphasis on design, colours, and their shapes, because children are seeing it as part of their self-expression,” he shares.
For DOMS, that evolution can also be seen in the breadth of its portfolio. The brand has moved beyond the traditional pencil-pen-book territory to build a wider presence across art and school supplies. As consumers look for more ways to create, the category itself is becoming more experiential.
At the same time, children are growing up in a world where digital entertainment is an everyday part of life. Rather than treating screens as competition, DOMS is using digital platforms to encourage children to engage with creativity offline. The brand creates tutorials that children can watch digitally and then recreate physically, while also organising art contests and experiential initiatives. “We don’t consider digital media as a barrier or as a kind of opponent, but we actually leverage digital media to help children know about the products and learn the techniques. We help them to create physically,” Prasad explains.
Watch the full interview here:
That approach extends beyond children. With adults also turning to journaling, doodling, sketching and other creative hobbies, stationery is increasingly being positioned as something that can offer a break from the digital routine.
Prasad also further mentions, “DOMS’ physical experiences are another part of our marketing strategy. We have painting studios at KidZania, and exhibitions that allow children to create and experiment in person.”
Digital, however, remains central to how DOMS reaches its consumers. Prasad informs that the brand has around four million followers on YouTube and puts out new content every day, using the platform to keep children engaged and introduce them to new products and creative techniques.
The brand’s marketing mix continues to stretch across digital, mass media, retail and experiential initiatives. E-commerce and quick commerce have also added new layers to the stationery journey, helping consumers discover products and, in the case of quick commerce, buy them almost instantly.
But despite these newer channels, traditional retail remains the dominant point of purchase. “E-commerce is for discovery, and the retail point is actually for the real purchase,” Prasad adds, mentioning that more than 90 per cent of category sales still come from traditional retail, according to the company’s assessment.
From school supplies to art materials and from digital tutorials to physical experiences, DOMS is betting that stationery’s relevance does not end when the screen is turned on.
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