Investor Presentaiton

Writing & Creative Instruments Industry Overview THE INDIAN WRITING AND CREATIVE INSTRUMENTS INDUSTRY IS POISED TO GROW STEADILY... Indian writing and creative instruments industry, by manufacturers realization (bn) Breakdown (by product) Market size of 138bn+ in FY23E at MRP; poised to cross 200bn by FY28E 83 70 5.6% CAGR 97 7.7-8.4% 140-145 38.3% 51 26% FY17 FY20 FY21 FY23 45% FY23 5% 24% 000 UT-O KEY DRIVERS Flair High proportion of young population Government initiatives 888 ■Pen FY28E Marker & highlighter Art & hobby Others Increasing share of private schools Growth in MSME sector workforce Premiumization ...WITH KEY ORGANIZED PLAYERS OUTPACING THE INDUSTRY CONSISTENTLY Organized players capture 78%-80% of the market Key 7 organized players have consistently outpaced the industry in FY17-23E period 52.7% 41.9% 38.3% 26.3% SUCCESS FACTOR FOR ORGANIZED PLAYERS Product differentiation Product innovation & packaging 8.6% 6.2% 5.6% 0.0% 8.7% 6.9% 5.5% FY17-20 CAGR FY21-23E CAGR (0.7%) FY17-23E CAGR Emphasis on low-priced units Strong distribution footprint Portfolio of corporate gifting products Key 7 organized players Overall organized segment Overall unorganized segment Overall writing & creative instruments industry *Source: CRISIL Industry report 10

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