he stationery industry in India is extremely fragmented. One key indicator being the absence of a national brand or a chain of branded retail stores as is the norm internationally. The Apsaras, Ibicos, Neelgagan and Ankits rule the roost from dingy roadside �utility� stores. Given this backdrop, the recent efforts of BILT (Ballarpur Industries Ltd), India�s largest manufacturer of writing and printing paper, assume great significance.

Talking to a business daily a few months ago, the Rs 2,100-crore company announced it will raid the Rs 1,200-crore paper-based and the Rs 1,600-crore non-paper based office supply business in two stages. Alongside, the company said, it will build Matrix - a range of premium paper-based stationery products launched by the company in October 2003 - as a retail brand. At the end of the two-stage initiative, the company hopes to transform itself from a pure paper manufacturing company to a marketer of a complete range of premium stationery products. ... more