Italian luxury pen maker Montegrappa is looking for an Indian brand ambassador to popularise its writing instruments in the domestic market. It plans to introduce a customised series for India and has already appointed Matrix as distributor.

The 100-year-old family-owned brand claims its popular patrons have been American writer Ernest Hemingway, Italian ruler Benito Mussolini, besides Hollywood actor Sylvester Stallone, who also owns a stake in the company.

Charles Nahhas, Managing Director, Montegrappa, West Asia, said, “We were looking for a marketing and logistical footprint in India. Our distribution partner, Matrix Distributor, will establish our retail presence. We are also looking at signing up an Indian brand ambassador to create a connect.”

Montegrappa pens are priced between Rs 5,000 to over Rs 3 lakh. Asked if writing instruments were losing their popularity to other luxury items, Nahhas said the company would be largely targeting collectors and the corporate gifting segment.

India’s total pen market is around Rs 3,000 crore, of which around 8-10 per cent is the share of luxury brands, according to various estimates.

“Pen collecting is going in the direction of watches. Collectors buy pens for its ornamental value rather than practical performance,” he added. The company also plans to add accessories, including cuff-links, to its portfolio.

Nahhas said in terms of the market for writing instruments, India could be as big as the US in a couple of years. Incidentally, the company does not have any presence in China.

bindu.menon@thehindu.co.in

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