'Hello, Nostalgia': Did You Know Your Favourite Nataraj And Apsara Pencils Are Owned By The Same Brand?
The story of Nataraj and Apsara pencils weaves a tapestry that touches the heart of every Indian kid's childhood. These pencils, with their characteristic red and black stripes, hold a world of memories within them, from the first strokes on paper to the painstaking shading during exams.?
Even as we grow older, our need to learn the genesis story of these writing partners persists. So, join us on an adventure to discover the roots of the renowned Nataraj and Apsara pencils, which, strangely, have a familial link under the roof of Hindustan Pencil Ltd.?
Natraj And Apsara Pencils Belong To The Same Brand
The seeds of Hindustan Pencils Ltd. were planted in 1958 by three best friends: B. J. Sanghvi (nicknamed Babubhai), Ramnath Mehra, and Mansookani. Their love of pencils drove them to Germany, where they perfected the technique of pencil manufacture.?
When they returned to India, they turned their discoveries into reality, giving birth to the legendary Nataraj Pencil. These buddies set out to create strong, low-cost pencils that appealed to the masses, therefore establishing the foundation of a magnificent legacy. Babubhai Sanghvi subsequently took over as CEO of the company, bringing it to extraordinary success.?
Hindustan Pencils Pvt. Ltd. is a giant in the pencil manufacturing industry, controlling 60% of the market. Nataraj and Apsara, two of its crown jewels, have won the hearts of countless people and found homes in more than 50 nations around the world.?
The voyage began in 1958 with the debut of the Nataraj Pencil, followed by the advent of the Apsara Pencil in 1970, which was originally created as a drawing pencil.?
Over time, all Nataraj-branded items were effortlessly merged into the Apsara brand. Today, Nataraj and Apsara provide a wide range of writing instruments, erasers, sharpeners, scales, wax crayons, oil pastels, mathematical instruments, and watercolours to meet the different needs of people all over the world.?
Surprisingly, despite their shared ancestors, Hindustan Pencils developed a dual-brand approach for Nataraj and Apsara. Nataraj embodied resilience and affordability, whereas Apsara exemplified a luxury offering. This tactic was also evident in both marketing campaigns, with Nataraj's tagline "Phir se champion" resonating with Apsara's "Five Marks Extra," enticing varied consumer segments with specialised messaging.?
They Are Manufactured In The 'Pencil Village' In J&K
Tucked away in Jammu and Kashmir's Pulwama area is the Okhu village, also known as the "Pencil Village." This charming village of about 250 dwellings is home to three enterprises that produce hardwood slates used in pencil manufacture.?
Hindustan Pencils obtains a substantial percentage of its raw materials from these businesses, forming a symbiotic relationship that fuels the development of these beloved writing companions.?
Harendra and Kirti Sanghvi, who serve as managing directors, are the current torchbearers of Hindustan Pencils Pvt. Ltd. The family legacy is carried on by their offspring, Bhowmik and Dhruman, who hold key roles within the organisation.?
While the firm's growth trajectory has slowed in recent years, the Sanghvi family is committed to expanding their business portfolio beyond pencils. Despite the development of digital technologies, pencil makers are certain that the age of penless, paperless institutions has yet to arrive.?
As we look back on the journey from childhood pencil boxes to worldwide brand presence, Hindustan Pencils Ltd.'s long history serves as an inspiration for budding businesses and a source of fond memories for us all.
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