The story of Nataraj and Apsara pencils weaves a tapestry that touches the heart of every Indian child’s childhood. These pencils, with their characteristic red and black stripes, hold a world of memories inside, from the first strokes on paper to the meticulous shading during exams.
Even as we age, our need to know the story of the genesis of these writing companions persists. So, join us on an adventure to discover the roots of the famous Nataraj and Apsara pencils, which interestingly have a family link under the roof of Hindustan Pencil Ltd.
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- Natraj and Apsara pencils belong to the same brand
- They are manufactured in the ‘Pencil Village’ of J&K
Natraj and Apsara pencils belong to the same brand
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The seeds of Hindustan Pencils Ltd. were planted in 1958 by three best friends: BJ Sanghvi (nicknamed Babubhai), Ramnath Mehra and Mansookani. Their love for pencils took them to Germany, where they perfected the pencil-making technique.
When they returned to India, they turned their discoveries into reality and gave rise to the legendary Nataraj Pencil. These friends set out to create durable, low-cost pencils that would appeal to the masses, laying the foundation for a magnificent legacy. Subsequently, Babubhai Sanghvi took over as CEO of the company, leading it to extraordinary success.
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Hindustan Pencils Pvt. Limited. Ltd. is a giant in the pencil manufacturing industry and controls 60% of the market. Nataraj and Apsara, two of its crown jewels, have won the hearts of countless people and have found homes in over 50 countries around the world.
The journey began in 1958 with the debut of the Nataraj Pencil, followed by the arrival of the Apsara Pencil in 1970, which was originally created as a drawing pencil.
Over time, all Nataraj brand items merged effortlessly into the Apsara brand. Today, Nataraj and Apsara offer a wide range of writing instruments, erasers, pencil sharpeners, scales, wax crayons, oil pastels, mathematical instruments and watercolors to meet the different needs of people around the world.
Surprisingly, despite their shared ancestry, Hindustan Pencils developed a dual-branding approach for Nataraj and Apsara. Nataraj embodied resilience and affordability, while Apsara exemplified a luxury offering. This tactic was also evident in both marketing campaigns, with Nataraj’s tagline “Phir is champion“resonating with Apsara”Five extra frames,” attracting diverse consumer segments with specialized messages.
They are manufactured in the ‘Pencil Village’ of J&K
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Tucked away in the Pulwama area of Jammu and Kashmir is the village of Okhu, also known as the ‘Pencil Village’. This charming village of around 250 homes is home to three companies that produce hardwood slates used in the manufacture of pencils.
Hindustan Pencils sources a substantial percentage of its raw materials from these businesses, forming a symbiotic relationship that drives the development of these beloved writing companions.
Harendra and Kirti Sanghvi, who serve as Managing Directors, are the current torchbearers of Hindustan Pencils Pvt. Limited. Ltd. The family legacy is continued by his descendants, Bhowmik and Dhruman, who play key roles within the organisation.
While the company’s growth trajectory has slowed in recent years, the Sanghvi family is committed to expanding its business portfolio beyond pencils. Despite the development of digital technologies, pencil manufacturers are confident that the era of pen-and-paperless institutions has not yet arrived.
Recalling the journey from childhood pencil boxes to the brand’s presence across the globe, the long history of Hindustan Pencils Ltd. serves as an inspiration for budding businesses and a source of fond memories for all of us.
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Source: vtt.edu.vn