Luxor Writing Instruments Pvt Ltd has partnered with US-based Crayola LLC to launch the co-branded ‘Luxor Crayola’ line in India, marking Crayola’s first sub-branding initiative anywhere in the world. This landmark collaboration signals a long-term commitment to the Indian market, combining Crayola’s global reputation with Luxor’s decades of trusted presence in classrooms and homes.
Unlocking India’s Creative Potential
India’s youthful population, paired with a strong education ecosystem and cultural appreciation for art, provides an ideal environment for this venture. Pete Ruggiero, President and CEO of Crayola, said, “India is one of the most dynamic creative markets in the world. Luxor brings unmatched local knowledge and trust, allowing us to enter India in a meaningful, long-term way.”
Pooja Jain Gupta, Managing Director at Luxor, explained the broader vision: “This partnership is about more than products. Creativity must move from the margins to the core of how children learn and develop. With Crayola’s leadership and Luxor’s reach, we aim to put the tools of imagination into every home and classroom in India.”
Investment and Manufacturing Footprint
Luxor and Crayola plan to invest $8–10 billion over the next five years to strengthen their domestic presence and establish India as a global manufacturing and export hub. Production has already begun locally, with some products exported to the United States. This move also reduces Crayola’s reliance on China to under five per cent, creating a more resilient global supply chain.
India’s creative products market, valued at around Rs 1,200 crore and growing 15–20% annually, presents enormous potential. Luxor expects to achieve a Rs 400 crore business within five years, positioning Luxor Crayola at a premium while expanding the art and stationery segment. In the first year, around 200 products will be introduced, including 85 SKUs initially, supported by a dedicated Crayola facility alongside Luxor’s nine existing factories.
Reaching Every Home and Classroom
Luxor Crayola will be available nationwide through e-commerce, quick commerce, and retail outlets like Hamleys and Crossword. Around 30% of first-year sales are expected to come from digital platforms. Both companies emphasise the highest standards of safety and quality, ensuring children can explore, learn, and express themselves confidently.
By merging Crayola’s global legacy with Luxor’s deep Indian roots, the partnership is poised to transform creativity and learning across the country, giving millions of children the tools to imagine, create, and thrive.
