Rotomac extends tie-up with Edding

Rotomac Pens Private Ltd, one of the leaders in the Indian writing instruments market, has strengthened its tie-up with Edding AG of Germany.

The tie-up, till now restricted to markers and highlighting instruments, will now be extended to all other writing instruments.

"We have a tie-up with Edding for the past 10 years, but this was basically restricted to marketing markers and highlighters. It has now been extended to other writing instruments as well. Edding will use the distribution network of Rotomac to market its products in India," said Sudhir Kayastha, general manager, Rotomac Pens. He did not provide details on the revenue sharing arrangement between the two companies.

The extension of agreement will also help Rotomac increase its market share in the writing instruments market in the country, Rotomac officials said.

Edding AG director Benno Lohausen and technical director Dirk Naeve visited Rotomac's manufacturing unit at Moraiya on the outskirts of the city.

With combined sales of over Rs 200 crore, Rotomac enjoys a 22 per cent share in the writing instruments market in the country. The domestic sales account for Rs 160 crore and exports account for the rest, Kayastha said. Rotomac has a presence in 40 countries.

The company has manufacturing facilities at Kanpur and Ahmedabad with a capacity of 11 lakh pens per day.

"At present, we are utlising about 80 per cent of the capacity, and we will be able to meet the increasing demand without any difficulty," Kayastha said.