Writing a new script

 Forty years after it first launched the humble pen, Luxor Writing Instruments is now aiming high. Like most of its peers in the market, it is also looking at a premium script.

 Last month, the Rs 150-crore Luxor introduced the complete international range of the French pen brand Waterman in India.

 It is now rehauling its distribution and surveying new channels to reach out to an upper end consumer.

 Unlike watches and cosmetics where a range of high priced brands have been coexisting, this is the first time that a premium pen is being launched.

 At the US-based $2 billion Sanford Group, the makers of Waterman, pens start at Rs 2,000 (for the cheapest range) while its 18-carat gold limited edition pen retails at an eyepopping Rs 4 lakh.

 Says Pooja Jain, director, Luxor,