The expansion also enhances backward integration in the creative category, which Flair has identified as a key growth driver alongside its core writing instruments business.Flair Writing Industries on Tuesday said it has begun manufacturing wooden pencils through its step-down subsidiary, Flomaxe Stationery Private Limited, in Surat, strengthening its foothold in one of the largest segments of the stationery market.
The new production line has an estimated annual capacity of 8.4 crore pieces and aims to strengthen the company’s creative portfolio. In addition to wooden pencils, the facility will also manufacture complementary products such as erasers and sharpeners, enabling the company to offer a broader product basket in the pencil and allied stationery segment.
With this addition, Flair plans to cater to multiple price points in the wooden pencil category while integrating the new offerings with its existing range of polymer and mechanical pencils, it said in a regulatory filing.
Flair Writing Industries Managing Director Vimalchand Rathod said the move aligns with the company’s strategy to deepen its presence in the fast-growing creative segment. The creative portfolio recorded a 72 per cent year-on-year growth in the first nine months of FY26, according to the company.
The expansion also enhances backward integration in the creative category, which Flair has identified as a key growth driver alongside its core writing instruments business.
Flair is among the top three players in India’s writing instruments market and operates 11 manufacturing units across Naigaon, Valsad, Daman, Surat and Dehradun.
Its product portfolio includes brands such as Flair, Flair Creative, Hauser, Pierre Cardin and ZOOX. The company also distributes MAPED-branded products in India and has been expanding into steel bottles and houseware products.
- Published On Feb 24, 2026 at 10:44 AM IST
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