JUST IN VOGUE launches Exclusive Collection of High-end Luxury Pens

Plans to double its turnover by 2009

Hyderabad, 26 October 2007 - Just In Vogue - the exclusive international lifestyle accessory Shop-in-Shops chain with over Rs 100 crore turnover and presence in 8 cities (18 stores, including two in twin cities of Hyderabad and Secunderabad) in India launches exclusive collection of high-end luxury pens here at City Center Mall, Banjara Hills today. The new range include Waterman, Sheaffer, Cross and Parker and many other for the pleasure of writing.

Pens have grown from being a simple writing instrument to elegant masterpieces worth showcasing. The range of Hi-end luxury watches viz. Waterman, Sheaffer, Cross and Parker will be available in 'Just In Vogue' in two stores in city one each at Hyderabad Central and City Central and across the country. The new collection of Pens unveiled ranges up to Rs. 1 lakh and beyond and are known worldover for their quality and style.

The pens are launched when keysboards are increasingly used instead of writing for written communication. When asked the same, Mr. Manoj Subramanian, Head -Marketing of Just in Vogue said, inspite of computerisation and increasing usage of emails and sms messages, no pen companies reduced their manufacturing capacities, but on the contrary increased their capacities.

To popularise writing Just In Vogue is also organising a Best Signature Contest where customers can walk in into the store sign and win prizes. That's is not all. They can get their handwriting analysed by Dr. Ranudheer Kumar, a well known Graphotherapist. The best three signatures of the Best Signature Contest will get branded watches from Just in Vogue.

Limited Editioned launched with numbers across the world will also be introduced for the local customers, informed Mr. Manoj Subramanian, Head-Marketing of Just in Vogue.

The Pen market across the world is Rs 50,000 crore and in India market is only Rs 1500 crores and growing at the rate of 9 per cent. 60% sales comes through organsied sector and balance from unorganised. And the luxury segment 95% sales comes thourgh grey market. Most of the luxury writing instruments are picked by on travel abroad.

Off this nearly 99% is sale through stationery and kiranan stores. The entire market is disorganised. And the grey market plays a very crucial role in supplying hi-end, premium writing instruments. The industry is just evolvoing and consolidating to supply genuine and quality pens to Indian customers.

In terms of quality of pens, India ranks amongst the best in the world, well ahead of even China. But, its export market is abysmally low at Rs 200 crore, while China exports Rs 5,000 crore worth pens every year. Indian manufacturers are only now beginning to focus on global markets. The luxury and hi end pen market is only 1 per cent of the total market size of India i.e 15 crore. Most of the hi-end brands have already entered India.

Sanford is a $ 350 million leader in the writing instruments market with one pen in five sold in Europe. The gold and the sterling silver range branded Waterman 100 retail between Rs 2,00,00 to Rs 4,00,000.

With the launch of hi-end writing instrumentsJust in Vogue plan to sell ten pens of Rs 50,000/- to 1,00,000/- every month all over India and in Rs 30000 to 50,000 range around 25 pens, and less than 25,000 around 50 pens will be sold for the first six months. The biggest markets for hi end luxury pens are Mumbai, Delhi, Hyderabad, Bangalore and Chandigarh.

Just in Vogue as a retail chain will be doing around 190 crores by 2009 from the current level of Rs 100 crore. During the same period the number of retail chians will increase around ten taking it to the total number to 28, informed Mr. Manoj. We will also expand our portfolio of luxury pens and other luxury brands, he added. Crystal figurines and leather would be the next category of growth and would like to focus on those products.

Commenting on the export market he said, the Indian writing instruments market today is still on the path of discovering new niches with ergonomic designed products, promotional marketing items and luxury items but in the coming years it is bound to grow tremendously not only domestically but also in it's exports emerging as world leaders in Writing Instruments.

Pens are not just for the pleasure of writing but also are the pride of a pocket. Today pens are an amalgamation of art and modern technology. They are the perfect instruments to display your handwriting prowess besides your style and status, informs Mr. Manoj.

Mr. Ranudheer Kumar, a noted Graphotherapist shared some interesting aspects of handwriting. He said, "The quality of ones handwriting not only depends on the excellence of the writing instruments but also your mood and many other things at that time".

Health has always been associated with lifestyle and food. But, have you ever heard of handwriting having an effect on your health? Your Handwriting is reflection of your mind and body. You are what you write -- and you can write how you want to be, said Dr. Ranadheer, who is a Doctorate in Graphotherapy.

Your handwriting is a public statement of your personality.Your mental, emotional and physical characteristics and tendencies can be indentified in your handwriting. You can change your personality and behaviour with a change in your handwriting. You can bring about positive changes in your professional, social and even personal life learning to write right-- since the way you write determines the manner in which you live your life. In this age of e-speed, hand writing works a stress buster. One needs to continue handwriting even if they are computer savvy and regualry use keyboards, Dr. Ranudheer Kuamr advised.

Issued for and on behalf of Just in Vogue by: D.Ramchandram, Solus Media, Mobile: 98480-42020

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