What Hindustan Pencils does

Hindustan Pencils, founded in 1958 and headquartered in Mumbai, is India's largest pencil manufacturing company, operating as a private limited entity (Hindustan Pencils Pvt. Ltd.). It operates ten factories across five regions in India, producing 8.5 million pencils daily and exporting to over 50 countries across five continents. The portfolio spans pencils, erasers, sharpeners, scales/rulers, art materials, crayons, and ballpoint pens, marketed under three brand identities: Apsara (flagship student-focused brand), Nataraj (student and professional brand), and Nataraj Global (international brand extension). The company's brand heritage exceeds 65 years and is treated as a core intangible asset, reinforced through the iconic 'Extra Marks for Good Handwriting' positioning.

Name

Hindustan Pencils

Legal name

Hindustan Pencils Pvt. Ltd.

Website

https://hindustanpencils.com

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Hindustan Pencils is India's largest pencil manufacturer, founded in 1958, producing 8.5 million pencils daily across ten factories. Under Apsara, Nataraj, and Nataraj Global brands, it manufactures pencils, erasers, sharpeners, art materials, and ballpoint pens for students, professionals, and artists.

Ownership category

akta.pro rank

Product category

Pencil and Stationery Manufacturing

NAICS

Office Supplies (except Paper) Manufacturing (33994)

SIC

Pens, Pencils & Other Artists' Materials (3950)

akta.pro primary industry

Stationery & Office Paper Products (notebooks, pads, forms) (IMAMAHAG)

akta.pro secondary industries

Calendars, Planners & Organization Supplies Retail (CRALABAJ), Art & Drafting Supplies Retail (CRALABAG)

Keywords

• Pencil manufacturing
• Stationery products
• Writing instruments
• Art materials
• School stationery

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Stationery Product Sales: Primary revenue from manufacturing and selling stationery products including pencils, erasers, sharpeners, scales, art materials, and ballpoint pens under Apsara and Nataraj brands. Products sold through retail stores, online channels, and export markets.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Hindustan Pencils manufactures and sells stationery products including pencils, erasers, sharpeners, scales, art materials, and ballpoint pens under the flagship Apsara and Nataraj brands. The company produces 8.5 million pencils daily across ten factories in India and exports to over 50 countries. Product range covers standard pencils, colour pencils, crayons, gel pens, ballpoint pens, and specialty variants like the Apsara Absolute Pencil, Matt Magic Pencil, and Nataraj Hidey Pencils for students, professionals, and artists.

Product overview

Hindustan Pencils is India's largest pencil manufacturing company, founded in 1958. It operates as a multi-segment stationery provider offering pencils (under Apsara, Nataraj, and Nataraj Global brands), erasers, sharpeners, scales/rulers, art materials, and ballpoint pens. The company produces 8.5 million pencils daily across ten factories and exports to over 50 countries. Its flagship brands include Apsara (focused on students, featuring innovations like Absolute Pencil, Matt Magic Pencil, Colour Pencils, and Marvel Avengers collaboration) and Nataraj (serving students and professionals with products like Fluoro Pencils, Gelix Gel Pen, and Hidey Pencils). Specialty products include eco-friendly Apsara Soyfun Crayons, accessible Nataraj Left Hand Sharpener, and experiential Apsara PlayPad. All components including pencil lacquer, sharpener blades, screws, and pen tips are manufactured in-house.

Differentiator

Problem solved

Functional benefit

Brands

• Apsara: Flagship brand known for pencils, erasers, sharpeners, and art materials. Famous for 'Extra Marks for Good Handwriting' campaign and products like Apsara Absolute Pencil, Apsara Matt Magic Pencil, and Apsara Soyfun Crayons.
• Nataraj

Products and services

• Apsara Pencils Flagship pencil brand of Hindustan Pencils, serving the primary school market and home/office segments. Includes innovations like the Apsara Absolute Pencil, Matt Magic Pencil, Colour Pencils, eco-friendly Soyfun Crayons, and Disney Pencil Range.
• Nataraj Pencils Secondary flagship pencil brand serving students and professionals. Product range includes Nataraj Fluoro Pencils, Nataraj Gelix Gel Pen, and Nataraj Left Hand Sharpener.
• Nataraj Global International brand extension of Nataraj, serving export markets across 50+ countries in 5 continents with differentiated positioning for global consumers.
• Apsara Absolute Pencil Premium pencil recognized for unmatched strength and durability, representing an industry benchmark product demonstrating Hindustan Pencils' commitment to innovation.
• Apsara Matt Magic Pencil Innovative pencil featuring sleek design and vibrant shavings, popular among children for crafting and art activities.
• Nataraj Hidey Pencils Revolutionary pencil with camouflage design complemented by dark writing capabilities, launched on Republic Day 2024 as a tribute to the armed forces of India.
• Nataraj Fluoro Pencils Fluorescent pencils targeting students and artists seeking vibrant colour options as part of Nataraj's diverse product range.
• Nataraj Gelix Gel Pen Gel pen serving the professional segment, emphasizing quality and performance for students and professionals.
• Apsara Soyfun Crayons Eco-friendly crayons made from soybean oil, demonstrating Apsara's environmental consciousness in art material production.
• Nataraj Left Hand Sharpener Specialized sharpener designed for left-handed users, demonstrating brand inclusivity and attention to diverse consumer needs.
• Apsara PlayPad Screen-free activity placemat featuring colouring, puzzles, mazes and word games for children. Launched in partnership with Swiggy Dineout across 50+ restaurants in 8 Indian cities, targeting family dining experiences without digital devices.
• Apsara Wondertip Ball Pen Ballpoint pen offered as free sample at consumer events to demonstrate product quality to new users.
• Apsara Marvel Avengers Pencils Licensed pencil collection featuring Marvel Avengers characters, launched at Krazy Kids Karnival 6th Edition in January 2024.
• Apsara Colour Pencils Student Range Colour pencils specifically designed for children aged 5 to 10, featuring smooth colouring, vivid strokes, high pigment concentration, enhanced strength to reduce breakage. Includes specially designed colour-pencil sharpener. Available in half-size and full-size variants.
• Erasers Stationery erasers included in Hindustan Pencils' product range alongside pencils.
• Sharpeners Pencil sharpeners including specialized variants such as the Matt Magic Long Point Sharpener and Left Hand Sharpener, with all components crafted in-house for quality control.
• Scales and Rulers Geometry sets and rulers as part of the complete Hindustan Pencils stationery product range.
• Art Materials Art supplies including colour pencils, crayons, and drawing tools, spanning from student-grade to professional quality across the Apsara and Nataraj brands.

Quantifiable outcome

• 8.5 million pencils produced daily
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Swiggy DineoutminorGTM or Marketing Partner · 2 July 2026Swiggy Dineout partnered with Hindustan Pencils to launch Apsara PlayPad, a screen-free activity placemat featuring colouring, puzzles, mazes and word games for children. The initiative rolled out across 50+ partner restaurants in 8 Indian cities as an experiential marketing campaign to enhance family dining experiences without digital devices.
• Darwin Platform GroupminorGTM or Marketing Partner · 1 January 2025Darwin Platform Group and Hindustan Pencils (owner of Nataraj brand) co-presented the Science Icon of the Year award at NDTV Indian of the Year 2025. The award celebrates bold innovators who advance India's scientific frontiers, with both companies positioning themselves as supporters of scientific achievement.
• Prafulla Dahanukar Art Foundation (PDAF)coreStrategic or Co-development Partner · 1 January 2019Hindustan Pencils partnered with PDAF in 2019 to support emerging artists through grants and prizes. The partnership exemplifies the company's commitment to nurturing creativity and providing aspiring talents with support to thrive. PDAF provides a platform for artists from diverse backgrounds, and Hindustan Pencils extends support through Apsara brand initiatives.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• DOMS Industries: Indian-listed manufacturer of school stationery products including pencils, erasers, sharpeners, and art materials. Closest direct peer in the Indian school stationery segment, competing head-to-head with Apsara and Nataraj in mass-market school channels.
• Kokuyo Camlin: Joint venture between Japan's Kokuyo and India's Camlin, manufacturing stationery and art materials for the Indian market. Directly competes with Hindustan Pencils in pencils, art supplies, and school stationery with overlapping distribution channels.
• Flair Group (Flair Writing Industries): Indian writing instruments manufacturer producing pens, markers, and school stationery. Direct competitor to Hindustan Pencils in the Indian mass-market school and student stationery segment with similar distribution channels and customer base.
• Linc Limited: Indian manufacturer of pens, markers, and writing instruments with a strong school-channel presence. Comparable to Hindustan Pencils in the broader Indian stationery market, though more focused on pens and writing instruments than pencils.

Broad incumbents

• BIC: French manufacturer of stationery, lighters, and shavers with a strong global pencil and pen business. Comparable to Hindustan Pencils in mass-market disposable writing instruments and global distribution reach, though broader in product portfolio.
• Faber-Castell: Global leader in writing instruments and art supplies, founded in 1761, with extensive presence in India and worldwide. Directly comparable to Hindustan Pencils in pencils, colour pencils, and art materials, but operates at significantly larger global scale across broader price points and segments.
• Mitsubishi Pencil (uni): Japanese manufacturer of pencils, mechanical pencils, and ballpoint pens under the uni brand. Comparable to Hindustan Pencils in premium pencil and writing instrument categories, with global distribution and strong brand equity in Asia.
• Staedtler: German manufacturer of pencils, pens, and art materials with strong global presence including in India. Comparable to Hindustan Pencils across pencil, colour pencil, and professional art material categories, though positioned at a more premium price tier.

Regional players

• Dixon Ticonderoga: American pencil and art supplies manufacturer with a global export business. Comparable to Hindustan Pencils in core pencil manufacturing and export market presence, but primarily serves North American and European markets rather than India.

Emerging players

• Italtinto (Lyra): European pencil and art supplies manufacturer (Italtinto Group) producing Lyra and other pencil brands. Comparable to Hindustan Pencils in core pencil manufacturing and art materials, with significant presence in Indian and emerging market distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

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• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hindustan Pencils