Chennai-based G.M. Pens International., the makers of Rorito brand writing instruments, has entered into a technology pact with Schneider Schreibgerate GmbH (Germany) to produce new generation writing instruments. It has also planned to expand its product portfolio and start exporting its products.
“We have been enjoying buyer-seller relationship with Germany-based Schneider for the last 15-20 years,”said Indrakumar Mahendran, joint managing director, G.M. Pens International . “ Now, we have entered into a technology pact under which they will supply us some critical components for making new generation writing instruments.”
“There is no financial commitment from our side. We have joined hands with the market leader as we wanted to enter mass market as it is not possible to do it on our own as our products are expensive,” said Christian Schneider, Managing Director of €105 billion Schneider Schreibgerate GmbH.
Rorito, which is being endorsed by cricketer Sachin Tendulkar, has 11 factories spread across Puducherry (eight) and Chennai. It produces 2.7-2.8 million pens per day. The ninth unit in Puducherry at a cost of ₹45 crore will become operational from May 1. It will produce 0.5 million pens per day.
Mr. Mahendran said Indian writing instrument market was pegged at ₹5,500 crore, of which organised sector accounted for ₹3,500 crore. Last year, GM Pens recorded a turnover of ₹430 crore and this year, it expects a 6-7% increase.
“School students are our main audience, accounting for 60% of sales. We are planning to enter into other school products segment such as geometry box,” he said.
Talking about the deal between the family run companies, Mohammed Meeran, Managing Director, GM Pens said: “It is unique, aggressive and forceful pact to get quality products at affordable price.”
