To develop business model canvas for a stationery brand offering designer diaries and journals, handcrafted by local Indian artists

Abstract

‘Stationery’ refers to material used for formal or personal correspondence. The Indian stationery market is dominated by the low-end commoditized products. While there has been seen a rising demand for uniqueness in this space, customers are willing to buy products that are unique in design and quality and stand out. Although the premium segment do offer unique and even customized products, new players have come up with moderately priced options for the same. Designers from various fields have given a different angle to the market whatsoever. The products are not only known for their functionality but also for the aesthetics. Considering the increasing trend for design in this commoditized market, a lot of scope is sensed in the following years. The stationery market comprises of products like paper, writing supplies, writing implements, greeting cards and so on. Some of these are diaries, notebooks, journals, writing instruments like pens, pencils, etc. With the new technologies making progress in the writing instruments segment, customers are willing to purchase waterproof inks, eco-friendly materials, etc. Its complementary segment i.e. diaries and journals have mostly evolved with the progress in the quality of paper. With many international companies offering good quality fine paper and the supply chain going global it has become possible to meet the demands of the customers at the reasonable price.