There’s no chance that pens will ever go out of style

Submarine Pens, is a leading manufacturer of high quality writing instruments since its inception in 1995. The company brings you the power to express your thoughts, ideas, feelings and vision. A cohesive focus on innovation, exquisite design, wide range and durability are a part of its overall vision. Shalin Gandhi, Founder of Submarine Pens in an exclusive interview with Bizz Buzz, says, “There’s no chance that writing tools including pens will ever go out of style! Despite the fact that people are writing less, the reliable pen continues to be used because it has been a part of society for so long. In addition, studies show that writing by hand fosters creativity and enhances cognitive development”

With the emergence of smart pens that can also digitise what you write, record music, and save files, some pens even contain charging banks for other devices. Like with other forms of technology, smart pens are also evolving. Suppliers anticipate that eventually they'll be more adaptable, able to operate with any device, and include a growing number of applications and tools like screen cleaners, USB drives & Pen drives

We have the widest collection of metal pen designs in India and many cutting-edge innovations, including the coffee series, the crystal series by Preciosa, promotional series, wooden pens, and the acrylic series. We were the first company in India to generate such an innovation in the pen industry

How do you see the future of the pen industry?

Even without the benefits of so-called ‘smart’ digital pens, writing instruments are becoming more multipurpose every day. Other functionality, such as screen cleaners, styluses, torches, and phone holders, are being added by pen manufacturers. Pens are becoming inexpensive multipurpose tools.

With the emergence of smart pens that can also digitise what you write, record music, and save files, some pens even contain charging banks for other devices. Like with other forms of technology, smart pens are also evolving. Suppliers anticipate that eventually they'll be more adaptable, able to operate with any device, and include a growing number of applications and tools like screen cleaners, USB drives & Pen drives.

There are other writing tool advancements coming that deal with the barrel and plunger styles of pens. Illuminated imprints, new textures like soft touch, and adornments found on the top of plungers, such as spinners or cartoon heads, are some of the new characteristics that are starting to appear for writing tools.

So, would writing tools including pens ever go out of style? No chance! Despite the fact that people are writing less, the reliable pen continues to be used because it has been a part of society for so long. In addition, studies show that writing by hand fosters creativity and enhances cognitive development.

Writing instruments are also beneficial for business. Everywhere you go during the day, you'll probably find a cup full of free promotional pens. Almost all of us have a promotional pen either one from the dentist, the neighbourhood bank, or a travel agency. Sales figures demonstrate how simple it is for a company to promote itself. When it comes to market share for promotional products, this category is still in the top five.

Take us through the Submarine Pen’s journey.

We started Submarine Brand from 1995 onwards. Submarine, a leading manufacturer of high quality writing instruments since its inception, brings you the power to express your thoughts, ideas, feelings and vision. A cohesive focus on innovation, exquisite design, wide range and durability are a part of our overall vision. Our metal body pens manufactured with high precision not only look exquisite but also write smoothly and elegantly.

What are the business models of the company?

Some of our popular product models include:

-Coffee series to smell coffee while writing

-Crystal series by Preciosa for luxury pen lovers

-Pen and notebook combos for occasional gifting

-Divine series suitable for Indian culture

-Diamond cut series for designer pen lovers

- Antimicrobial and antibacterial series to keep bacteria away

- Doctor clip series for gifting doctors

- Chrome rodium series for silver pen lovers

- Fountain series for fountain pen lovers

- Mini series especially for fancy pen lovers

- Promotional series for brand promotion and corporate gifting

What inspired you to be an entrepreneur, especially to work in the pens segment?

Nearly everyone uses a pen for their studies, business, and job activities, including students, teachers, businessmen, and corporate jobholders. A pen is already in high demand in the market. It is widely available, in large quantities, and ranges in price from Rs 5 pen to expensive ones, at practically every retail location and stationery store. The best thing about this business is that your product will be sold to the required chains in large quantities rather than in limited stocks.

From schools to colleges, to offices, and even small shops everyone has a need to use a pen for noting down their study work, important matters, and even business dealings. This demonstrates the market's appetite for companies engaged in the production of pens.

The production process for the pen manufacturing industry is done in bulk because the orders that are batched and later shipped out typically come in large quantities. This indicates that the quantity of raw materials needed for manufacturing would be enormous, giving businesses the chance to buy those raw materials in bulk for a reduced price. Metal pens allow for a great deal of inventiveness, and we are specialized in this category.

What are the company’s ambitions going forward?

The company's long-term goals include international brand exposure for the Submarine brand. The Submarine brand must be the first thing that comes to mind when considering promotional branding or corporate giving.

What is your USP?

We have the widest collection of metal pen designs in India and many cutting-edge innovations, including the coffee series, the crystal series by Preciosa, promotional series, wooden pens, and the acrylic series. We were the first company in India to generate such an innovation in the pen industry.

What kind of challenges that you have faced along the way?

Some of the challenges include:

- Keeping up with the market

- Planning ahead

- Cash flow and financial management

- Balancing quality and growth

- Client dependence

- Welcoming change

- Supply chain disruption

- Labour shortage

- Worker safety

- Emerging technologies and cybersecurity

- Capacity constraints

- To grow as per market needs, we require lot of labour and manpower

- Government tax policy includes lots of paper work

What are the mission and vision off the company?

Our goal is to establish Submarine as a household name and a leader in the gifting industry. Submarine pens ought to be the first thing that come to mind if someone wants to give someone a pen. Our goal is to offer the most cutting-edge line of designer pens at the most affordable pricing.

What are the future expansion plans?

The expected turnover for submarine pens this year is Rs 29 crores, up from Rs 20 crores last year. We are aiming for over Rs 40 crores next year. We are registered in India, Australia, Brazil, Canada, European Union, New Zealand, Philippines, Singapore, Turkey, UK, and the USA.

What is the current market scenario? Who is your direct competitor in the same business model?

We are one of the top brands for selling in corporate environments and rank third in India for metal pens. In today's world, everyone uses a pen as a visiting card with their logo on it for things like exhibitions, promotional events, corporate gifting, branding, and advertising. Parker & Pierre Cardin is our main competition.

Are you adequately funded now? Will you look at another round of funding this year?

At present, we are adequately funded without any finance from any bank. We will be looking for funds to reach Rs100 crore in the following two years.

What exciting things can we expect from Submarine Pens in the next 12 months?

We have a lot of innovative projects planned for the upcoming year, including the launch of the NASA series and multifunctional pens. Notably we also introduced coffee series recently.