Luxor Writing Instruments has entered into a long-term partnership with Crayola to introduce the children’s creative products brand in India.
The collaboration marks Crayola’s official entry into the Indian market, with products to be manufactured locally and distributed through Luxor’s nationwide network. The companies said the move is aimed at expanding access to creative tools for children at a time when screen-based engagement is on the rise.
Crayola, known globally for its crayons and art supplies, has operated for over a century and is owned by Hallmark Cards. Luxor, which has been present in the Indian stationery market for over six decades, brings distribution reach across retail and e-commerce channels.
Under the partnership, products will be sold under the “Luxor Crayola” branding. This is the first time Crayola has adopted a sub-branding approach in any market, signalling a deeper localisation strategy for India.
The companies said the collaboration combines Crayola’s global product portfolio with Luxor’s manufacturing capabilities and market access. The range will be available across retail outlets as well as e-commerce and quick commerce platforms.
“India represents one of the most dynamic and inspiring creative markets in the world today. With a young population, a strong education ecosystem, and a deep cultural appreciation for art and expression, it is a natural next step in Crayola’s global journey. In Luxor, we have found a partner with unmatched understanding of the Indian consumer and a decades-long legacy of building trusted international brands in the country. This partnership allows us to enter India in a way that is meaningful, local, and built for long-term impact," said Pete Ruggiero, President & Chief Executive Officer, Crayola LLC.
“Bringing Crayola to India is a defining step in Luxor’s long-term vision to strengthen the creative & colouring category in this market. As a company that has shaped how India writes and expresses itself for over six decades, Luxor sees a growing need to integrate creativity more deeply into everyday learning. As education evolves, creativity must move from the margins to the mainstream of how children grow and develop. With Crayola’s global leadership and Luxor’s scale and reach, our ambition is not just to introduce a brand, but to expand access to globally trusted creativity tools across Indian homes and classrooms,” said Pooja Jain Gupta, Managing Director, Luxor Writing Instruments Pvt. Ltd.
The partnership comes as brands look to tap into India’s large and young consumer base, with increasing focus on education, creativity and early learning tools.
