POONA INSTITUTE OF MANAGEMENT

SCIENCES AND ENTERPRENERSHIP

A STUDY ON
REYNOLDS
BY

MOMIN KHURRAM KHALIL

ROLL NO:211

SUBMITTED TO
DR.SHEENA ABRAHIM
&
DR.LIONEL D’MELLO

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 INDEX
Sr.no TITLE OF CONTENT PAGE SIGN
NO

1. ABOUT THE INDUSTRY 3-5

2. COMPANY PROFILE 6-7

FOUNDES AND PROMOTERS

VISION, MISSION AND VALUE

STATEMENT
3. PRODUCT RANGE 8-12

4. MARKET SHARE IN % 13

5. CSR INITIATIVES 14-

16
6. LIST OF COMPETITORS 17-
18
7. RECENT NEWS ARTICLES 19

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 1. About the industry:
A writing implement or writing instrument is an object used to produce writing.
Writing consists of different figures, lines, and or forms. Most of these items can
be also used for other functions such as painting, drawing and technical drawing,
but writing instruments generally have the ordinary requirement to create a
smooth, controllable line.
Another writing implement employed by a smaller population is the stylus used in
conjunction with the slate for punching out the dots in Braille.[1]

 Autonomous
An autonomous writing implement is one that cannot "run out"—the only way to
render it useless is to destroy it.
Without pigment
The oldest known examples were created by incising a flat surface with a rigid
tool rather than applying pigment with a secondary object, e.g.,
Chinese jiaguwen carved into turtle shells. However, this may simply represent
the relative durability of such artifacts rather than truly representing the evolution
of techniques, as the meaningful application of pigment is attested in prehistoric
cave paintings such as the ones at Lascaux.

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The ancient Sumerians and their successor cultures, such as the Babylonians,
produced their cuneiform writing by pressing a triangular stylus into soft clay
tablets, creating characteristic wedge-shaped marks. The clay tablets were then
baked to harden them and permanently preserve the marks.
Several other ancient cultures such as Mycenaean Greece also inscribed their
records into clay tablets but did not routinely bake them; much of the Linear
B corpus from Minoan Crete was accidentally preserved by a catastrophic fire
which hard-baked those tablets. The Romans used lead styli with wax
tablets which could be "erased" by rubbing the beeswax surface smooth again.
In the modern era, hand held computers and certain other computer input
devices use a stylus to enter information onto a screen by applying pressure
rather than by depositing pigment.
Words and names are still commonly inscribed into commemorative objects,
such as the engraved winners' names on the silver Stanley Cup or
the Gettysburg Address carved into the stone wall of the Lincoln Memorial, but
the requisite tools are not exclusively considered to be writing instruments.
With inherent pigment

The 3rd-4th-century writing implements from Mtskheta, Georgia.

The original form of "lead pencil" was the leaden stylus used by the ancient
Romans, who also used it to write on wood or papyrus by leaving dark streaks
where the soft metal rubbed off onto the surface.
The concept has been revived in recent times as the core of the inkless pen: a
lead-based metal alloy that leaves dark markings on paper by abrading small
pieces of core onto the surface.[2]
However, most modern "lead pencils" have a nonpoisonous core of greyish-
black graphite mixed with various proportions of clay for consistency, enclosed
within an outer wooden casing to protect the fragile graphite from being snapped
apart or from leaving marks on the user's hand.
White chalk has been traditionally used in schoolrooms to write on a
main blackboard at the front of the room. In the 19th century, and indeed well into
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the 20th century, when paper was less readily available, individual students also
wrote with chalk on their own small slates.
Both pencils and chalk exist in variants which can create marks in other colors,
but colored pencils and colored chalk are generally considered to be art
supplies rather than writing instruments. Similarly, although very young children
may use colorful wax crayons to write words into their pictures, writing is not
considered to be the primary use of crayons.
A wax pencil resembles both a crayon and a pencil in that it contains a brightly
colored wax core within a protective paper casing, but its proportions are closer
to that of a standard pencil. Wax pencils are primarily used to write onto
nonporous surfaces such as porcelain or glass.
Normal pencils, chalk, and crayons all share the characteristic that they cannot
"run out". The useful life of these implements is closely linked to their physical
existence. However, specialized accessories such as pencil sharpeners may be
required to reshape the working end of the pigment core or to remove the outer
casing from around the tip.

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 2. Company Profile:
Reynolds Pens is an Indian brand and a former American manufacturing
company of writing instruments, mainly pens. Products commercialized under
the Reynolds name include ballpoint, gel, rollerball, and fountain pens,
and mechanical pencils.

In June 1945, Chicago businessman Milton Reynolds was in Buenos

Aires, Argentina, when he came across the first commercialized ballpoint,
the Biro pen.[2]
In October 1945, Milton was able to reverse engineer the Biro pen and was the
first to manufacture and sell ballpoint pens into the US market. "Reynolds
Rocket" pen was introduced at Gimbel’s department store in New York City,
selling $100,000 worth of pens on the first day.[2] Demand in 1945 was running
30,000 pens per day, making it America's #1 ballpoint pen. [3] However, within
three years the price of the pen went from $12.50 to 50¢.

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The Reynolds Rocket Pen had a tiny ball bearing that let ink out only when
pressed against the item you were writing on.[4] In advertisements Reynolds
claimed it had enough ink to last 15 years without refilling.[5]
In 1947, in a publicity stunt to promote Reynolds' pens Milton Reynolds and
William Odom announced they would beat Howard Hughes's round-the-world
flight speed record. They set a new record time of under 79 hours by flying the
"Reynolds Bombshell" around the world while managing to pass out thousands of
pens.[6]
In 1948, Reynolds expanded overseas and opened Reynolds European, and
later in 1959 spun out Reynolds European SA as an independent company
focused on non-ferrous metals.[7]
The Chicago-based Reynolds Pen Company closed with Milton Reynolds moving
to Mexico. The French subsidiary survived as did their Indian licensee.[1] Later,
the French subsidiary would be purchased.
In 2000, Newell Rubbermaid acquired Reynolds Pens France and in 2007,
announced they would be closing the French manufacturing plants, causing huge
labor union protests.[8]
In May 2016, Reynolds' licensee—GM Pens International—in India decided to
end their exclusive contract and stopped making Reynold branded pens, instead
choosing to make their own Rorito brand pen.[9]
The current Reynolds' licensee is Flair Pens. Flair markets and distributes
Reynolds pens in India. Reynolds has an R&D facility in Chennai. Reynold Pens,
along with Paper-Mate and Parker, are brands owned by US based Newell
Brands and are sold in more than 70 countries

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 3. Product Range:
 Ball pen:
Reynolds, the creator of the first ballpoint pen in the US in 1945, remains one of
the most popular and renowned pen brands globally. Its products, such as
the 045, Brite, Aeroslim and Jetter series, are sought-after for their superior
quality and unique designs. The Reynolds ball pens are known for their reliability,
smoothness, and comfort during use, making them a popular choice for board
exams.

The ink quality and consistency enable fast writing without bumps or breaks, and
the vivid ink colors leave a lasting impression on the paper. Despite the plethora
of ball pens in the market today, Reynolds’ century-old legacy sets it apart as the
trendsetter in writing materials. Choosing an original Reynolds ball pen ensures
that you experience the trusted Reynolds writing experience. With Reynolds, you
can trust your writing tools’ reliability and precision, allowing for innovative
ideation.

 Gel pen:
Welcome to the world of Reynolds Gel Pens! Our Gel Pens are not only
comfortable to hold but also provide a delightful writing experience. We offer a
vast range of stylish, ergonomically crafted writing instruments that ensure
maximum efficiency and comfort when writing. The thick and opaque ink flows
seamlessly and evenly on paper, making your writing more vivid and smooth.
Reynolds Gel Pens provide clean and precise lines with bolder, richer shades of
premium quality ink that are suitable for both writing and sketching.

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Choose from our select range of Gel Pens for a superior writing experience. You
can opt for the Lumino Gel with its vibrant body colours, the fast-writing Mera
Gel, or the waterproof ink feature of the Racer Gel. Reynolds Gel Pens cater to
all your writing needs. Experience the exceptional level of quality of our delicately
curated Gel Pens and elevate your writing experience with Reynolds.

 Roller pen:
In the world of writing instruments, pens have undergone significant changes in
their ink composition, mechanical structure, and overall design. Today, there is a
vast range of pens available in the market that cater to diverse writing
requirements.

One of the classic and most popular writing instruments is the Reynolds Roller
Ball Pen. These pens use liquid ink, either water or gel-based, to create a
distinctive writing style. The ink flows smoothly, enabling you to write with
precision and elegance. The small ball at the tip of the pen rotates as you write,
distributing the ink evenly on the paper and producing a bold, long-lasting
impression.

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Reynolds Roller Ball Pens come in a variety of models, including
the Dynagrip, Feltek, and Trimax series. These pens are designed with advanced
fluid ink technology that is water-resistant, making them ideal for all your writing
needs. Whether you are a student, professional, or an avid writer, Reynolds
Roller Ball Pens are the perfect choice for a smooth and effortless writing
experience.

 Fountain pen:

Introducing the Reynolds Fountain Pens, where elegance, precision, and

performance seamlessly merge. Elevate your handwriting with the
remarkable Reynolds Fludo Pro, a cutting-edge fluid ink pen that effortlessly
glides on paper, thanks to its premium European ink cartridge and sleek metal
clip. Express your individuality and flair with a vast selection of body colors,
allowing you to match your pen to your personal style.

But the Reynolds Fludo Gold offers more than just functionality; it embodies
sophistication and refinement. With its captivating design, featuring a gold-plated
clip and a gilded cap, this pen becomes a statement piece worthy of its name.
Unleash your writing potential and embrace the luxurious experience provided by
this truly exceptional pen. It also makes for a remarkable gift for colleagues,
family, and friends, showcasing your discerning taste.
Choose the Reynolds Fountain Pens today and immerse yourself in the joy of
writing with instruments that epitomize excellence, reliability, and value. Discover
a world where every stroke becomes a testament to the quality and trust
associated with the Reynolds brand.

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 Marker:
When it comes to leaving a mark, there is no better way to make a lasting
impression than with the Reynolds Markers. With options ranging
from permanent markers, whiteboard markers, and special high-definition ink,
Reynolds Markers have something for everyone!

Featuring a unique stopper system, the Reynolds Permanent Marker prevents

the marker tip from slipping into the body. Long-lasting with a large ink reservoir
and a fused neck, the airtight closure ensures a longer cap-off time. Truly
powerful, the HD Permanent Markers are packed with U/V resistant ink that is
non-toxic as per EN 71-3, water resistant and can write on most surfaces.
For a seamless writing experience on whiteboards, look no further than
the Reynolds Whiteboard markers. Our markers offer the option of high-definition
ink, allowing you to write with precision and clarity. The Polypropylene body
doesn’t dent or react with the ink, and the special fibre with micro-channelling
design ensures a smooth writing experience.

 Geometry Box:
Introducing the Reynolds Calibre Geometry Box, the ultimate mathematics
companion. When it comes to mathematical tools, nothing beats the versatility of
a geometry box. The Reynolds Calibre Geometry Box is meticulously designed to
meet all your mathematical needs, offering a comprehensive set of instruments
that will elevate your learning experience.
This exceptional geometry box features an attractive and ergonomic design,
ensuring both style and functionality. The spacious zipper pouch case boasts

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Multiple mesh pockets, providing ample room for additional storage. Thanks to its
user-friendly design, opening and closing the box is a breeze.
Reynolds Calibre Geometry Box surpasses expectations with each instrument
within this kit exhibiting clear and precise markings, guaranteeing effortless
usability. Among the tools included are a Zinc die- cast compass, an eraser, a
sharpener, a 0.7mm Reynolds Artio Mechanical Pencil, a half Mechanical Pencil,
a scale, set squares, and a box of Leads

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 4. Market Share In% :
Around 18%
Prior to its marketing reveal earlier this month, Chennai-based GM Pens
International, best-known as writing major Reynolds's former India licensee, was
running teasers on television speaking of a mystery product.
It became apparent only around the second week of May that GM Pens, which
marketed and distributed Reynolds in India for over two decades, was alluding to
its own product Rorito.
This brand was actually launched by GM Pens earlier this year. But nationwide
advertising and marketing for which the company is estimated to have spent
around Rs 35-40 crore began only this month.
The new kid on the block has a familiar face backing it - Sachin Tendulkar. The
cricket star was the brand ambassador of Reynolds for nine years having steered
the fortunes of the brand adroitly during this period.
For starters, Reynolds, a preferred choice among adults, had no foothold in the
kids segment a decade ago. It was GM Pens, its India licensee which signed up
Tendulkar in 2006, tapping into the latter's huge fan following with children. The
rest as they say is history.
Using a combination of advertising, marketing and promotions, Reynolds today
has managed to endear itself to kids besides adults, which remains its core
franchise. It is estimated to have a market share of around 18 per cent in the Rs
3,500-crore organised pen market in India.
Recreating the magic GM Pens hopes to repeat the magic with Rorito. But there
is a larger gameplan here. Rorito will be positioned not only as a player in the
writing instruments space, but will also be used by its owner to ride the stationery
wave, dominated by the likes of ITC's Classmate.
Experts pin this down to growing ambitions, something company executives do
not deny.
Indrakumar Mahendran, joint managing director, GM Pens, says the company
was keen to emerge as a global player and hence it was imperative to strike out
on its own and look at areas beyond writing instruments.
"To spread our wings there was nothing like having our own brand," said
Mahendran. "The arrangement with Reynolds had some restrictions and we did
not want to limit ourselves to India and a few markets in the region," he said.
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 5. CSR initiative:
We are committed to our sustainable responsibility of building and extending our
support to those in need by playing a key role as an enabler of social
empowerment through our continuous efforts. Our sustainability and social
initiatives at Reynolds span across multiple causes. However, supporting
education is of special importance for us since the category in which we operate
is closely related to this field. Access to education can create a significant impact
and help our nation progress faster.

We started with our initiative of donating writing instruments and stationery

products to underprivileged children in July this year with the help of our NGO
partners. The initiative aims to prepare children to learn and succeed with free
school supplies such as pens and stationery across the country. As we progress,
the hope is to do much more by additionally supporting all that a child needs to
empower themselves and be ready to fly when they enter the real world.

At Reynolds, we opt for causes we care for, and hence, we do it not as a

mandate but as an initiative that creates an impact and helps in the progress of
the underserved communities of our nation.

Assistance to the underprivileged is provided through trusted channels at

Reynolds to ensure our contribution reaches those in need. We are associated
with multiple prominent social organisations across India including Nepali School,
Goonj, Samerth Charitable Trust, Swami Vivekanand, Udaavi School, Shiksha
Bharti, Vidya Vinaya Sabha Gurukul, and Lila Poonawala Trust to contribute
writing instruments for underprivileged children. Additionally, we have also
partnered with NGOs including CRY, SPARSH, Lila Poonawala Foundation,
Swami Vivekananda Yoga Anusandhana, Prayatna Sanstha, and Doaba Vikas
Evam Utthan Samiti – DVUS. Recently, we have also partnered with
Brihanmumbai Municipal Corporation (BMC) and made 2.5 units donations for
students studying at BMC schools across Mumbai. We believe that there are
various ways of contributing to a student’s education. Through this initiative, we
can reach and tap the eagerness of the child to write using our quality products.

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At Reynolds, we opt for causes we care for, and hence, we do it not as a
mandate but as an initiative that creates an impact and helps in the progress of
the underserved communities of our nation.

We have recently begun our donating activity, and this has been the first year for
us. In a short period, we have successfully reached over 14 lakh school children.
We are planning to scale it to another three to five lakhs by the end of this year.
We strongly believe that the pen is mightier than the sword as knowledge is true
empowerment, and material limitations should not be a hurdle when it comes to
academics. Therefore, we are working towards enabling the underserved to
achieve their true potential.

Seeing the positive impact of our initiatives motivates us to undertake more of

these activities and alleviate underserved children on an even larger scale. The
ultimate reward for us would be to see these children and their families prosper,
through the written word, with Reynolds being there, having played an
instrumental part in being a material provider.

As a part of our CSR responsibility, we ensure transparency for all our practices
and partnerships. To cite an example, our partners Goonj are significant
providers of school kits in most rural areas of our country, bridging the material
gap children face in such areas. We recently donated three lakh writing
instruments which would then be sorted into kits containing all required study
material and handed to the children. Our donations have reached over 5000
underprivileged children in Bihar, Chhattisgarh, Maharashtra, Odisha, and

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Uttarakhand, and with our continuous efforts, we aim to reach many more in the
days to come.

We want to ensure that as a brand, we are retaining respect and be known as a

brand that stands for the larger purpose of educating young India. We are
working towards making a significant contribution to the empowerment of young
and underserved India. We are constantly looking for potential CSR partners to
make a difference together. We are currently in talks with more than 75 NGOs
across India to expand our stationery supply and are hopeful of touching many
more young lives through our initiative.

.
Rajat Vohra is the Country Head – India & South Asia, Reynolds Pens. He is a
seasoned business leader with more than two decades of experience in business
growth, strategic sales, planning and distribution. Rajat leads the India and South
Asia business for Reynolds Pens, a globally recognised writing instruments’
brand. He has played a key role in the company’s growth over the years with a
key focus on innovation and technology. Rajat has contributed to successfully
scaling the India business for Reynolds and venturing into newer product
categories.

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 6. List of Competitor:
B
 Ballograf  Borghini
 Berol  Bic

C
 Camlin  Caran  Carter's  Cartier  Cerruti  Conway
d'Ache Stewart
 Copic  Crayola  Cretaco  Cross  Curtis 
lor

D
 D. Leonardt & Co.  Derwent Cumberland
 Displays2Go  Dunhill

E
 Edding  Esterbrook
 Esselte  Expo

F
 F. Weber  Flo-Master
 Faber-Castell  Frost & Adams

H
 Hero  Hi-Liter  Hindustan Pencils
 Herlitz  Hunt

J
 Joseph Gillott's  Josiah Mason

K
 Kaweco  Koh-i-Noor Hardtmuth

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L
 Lamy  Levenger Company  Livescribe

M
 Macniven and  Magic Marker  Maped  Monami
Cameron
 Montblanc  Montegrappa  Muji

O
 Ohto  OMAS  Onoto pens

P
 Paper Mate  Parker Pen  Pelikan  Pentel
Company
 Perry & Co.  Pilot  Prismacolor

R
 Reeves and Sons  Rotring

S
 S. T. Dupont  Sakura  Sanford L.P.  Sharpie
 Schwan-  Sheaffer  Speedball  Staedtler
Stabilo

T
 Tiffany & Co.  Tombow

U
 Uni-ball  UV marker

W
 Wacom  Waterman  Winsor & Newton

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7. Recent news Articles:

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