DOMS industries was founded in 1976. It is a stationery and art product manufacturer in India, offering products in scholastic stationery, scholastic art material, paper stationary, hobby and craft, office supplies and kits and combos under the brand.
In April 2024, the company launched its first Painting Studio at KidZania, an indoor theme park in Mumbai. The studio, which follows DOMS Art League, allows children to explore their artistic abilities in a dynamic environment. The monthly calendar of events will feature theme-based events, encouraging children to experiment with different art techniques and express their creativity.
DOMS aims to create a society where every child regardless of the background and ability level gets to express themselves through art and inspire lifelong love of art.
The company plans to capitalise on the expanding Indian stationery and art material industry with its differentiated product offering. They have invested around Rs. 280 million in CAPEX and added 100,000 sq ft of manufacturing space. They have a strong presence in India and internationally.
Medianews4u.com caught up with DOMS CMO Saumitra Prasad
Q. How did the festive season shape up for DOMS Industries and the stationery and art product category compared to 2023?
As the festive season unfolded, DOMS Industries experienced a vibrant surge in demand, reflecting a promising outlook for both the stationery and art product categories. Just like every year, the spirit of creativity continues to thrive, with children embracing more opportunities to experiment with colors and art supplies.
This growing enthusiasm for self-expression drives increased consumption of DOMS’ innovative products, from crayons and markers to paints and sketchbooks. The trend of creative exploration is not only expanding but evolving, as more young minds discover new ways to bring their artistic visions to life.
Compared to 2023, we saw a notable uptick in the popularity of craft and art products, fueled by an ever-expanding interest in creative activities during the festive period. At DOMS, we are excited to be at the forefront of this movement, empowering children and artists alike to create, imagine, and express with confidence.
Children are increasingly exploring colours and art supplies, driving consumption of our innovative products—from colours to stationary and notebooks. This growing enthusiasm for self-expression reflects an evolving trend in creative exploration, with more young minds embracing new ways to bring their artistic visions to life.
Compared to 2023, craft and art products have seen a significant rise in popularity, fueled by heightened interest in creative activities during this festive period. At DOMS, we are thrilled to empower children and artists to create, imagine, and express with confidence.
Q. What marketing tactics did DOMS industries employ to ensure that it gets share of voice and market share?
Our strategy is centered on delivering best-in-class products to our consumers at affordable prices, which is a result of our rigorous product development process. Our offerings are not only innovative but also adhere to the highest standards of quality.
We prioritise engaging with our audience through digital platforms like YouTube and Instagram, where we showcase our products and provide practical guidance on their effective use. This approach has helped us cultivate a loyal community of over two million followers on our YouTube channel, who consistently find significant value in our content.
In line with our commitment to fostering creativity, we recently launched the DOMS Art League, an online art competition open to students from primary to college levels. This initiative aims to encourage children to explore the world of coloirs, contributing to their overall development. Every participant receives an e-certificate from DOMS, making the experience rewarding and memorable.
Additionally, we actively engage with young learners at venues like the DOMS Painting Studio at KidZania Mumbai and Delhi NCR. Here, children are introduced to art techniques in an enjoyable and interactive manner, further nurturing their creative potential.
Q. Could you shed light on how the monthly calendar of theme-based events will encourage children to experiment with different art techniques and express their creativity?
At DOMS, we are committed to fostering creativity and artistic expression in children through our monthly themed events. These activities are designed to inspire exploration of various artistic mediums—such as drawing, painting, crafting, and mixed media—while encouraging experimentation with new techniques and styles.
Each month’s theme introduces children to innovative tools, products, and ideas from the DOMS range, ensuring an enriching and enjoyable artistic journey. By blending structure with flexibility, the program promotes continuous engagement while allowing children the freedom to express their unique creative voices.
Beyond developing technical skills, our initiative aims to nurture imagination, build confidence, and inspire self-expression. Through these events, DOMS strives to empower the next generation of artists to grow, innovate, and thrive in the world of art.
Q. What other on-ground activities are in the pipeline? How important is on-ground in the overall media mix?
DOMS is delighted to announce our upcoming Christmas event at KidZania, a key initiative in our strategy to foster direct engagement with our audience. This festive event will feature a variety of interactive, craft-based activities for children, including decorating a Christmas tree, writing letters to Santa, and exploring other creative projects—all using DOMS products.
These hands-on experiences are designed to highlight the versatility and quality of our product range in a playful, family-friendly environment, encouraging children, parents, and friends to engage with our brand.
On-ground activations like this are an essential element of our integrated marketing strategy. While digital channels offer expansive reach, in-person interactions deliver impactful and enduring connections. By creating a dynamic and educational experience, we aim to not only enhance brand visibility but also build a deeper emotional bond with our audience.
These initiatives emphasise the values of joy, creativity, and togetherness, reinforcing positive brand associations and driving long-term loyalty. Through such events, we ensure that DOMS is synonymous with meaningful, memorable, and enriching family experiences.
Q. Consumers are going to retail media this festive season to find out about products. How is DOMS Industries going to capitalise on this category?
During this festive season, DOMS Industries is strategically leveraging the rising trend of retail media as a key channel for product discovery. To align with this shift, we have meticulously designed and deployed visually compelling display stands across multiple product categories in retail stores nationwide. These displays serve as more than just a visual attraction; they create a strong pull factor by presenting the full range of DOMS products in an engaging and accessible format.
By prominently showcasing our diverse offerings, we aim to provide consumers with a seamless and immersive shopping experience that underscores the quality and versatility of our products. This initiative is poised to enhance customer engagement, foster brand recognition, and drive sales growth during this critical season
Q. Is DOMS Industries’ TG parents NCCS A,B?
DOMS serves a broad spectrum of socio-economic segments by offering products designed to appeal to parents across diverse income levels. With a comprehensive range of price points, DOMS ensures its products are accessible and affordable to families from various economic backgrounds, including those in NCCS A, B, and C categories, as well as other socio-economic groups.
This inclusive approach enables DOMS to effectively cater to a wide consumer base, making high-quality stationery and art products available to parents across different economic strata
Q. On traditional media will kids and general entertainment channels be an important part of the marketing strategy during the festive season? Kindly elaborate.
Yes, kids and general entertainment channels are a crucial part of DOMS Industries’ marketing strategy. Traditional media, particularly TV channels dedicated to children’s content and general entertainment, offer a unique opportunity to connect with our target audience—parents and young children—at a time when they are highly engaged in festive activities.
Children’s channels provide direct access to young viewers who are often involved in creative activities like drawing, crafting, and decorating during the holiday season. Advertising on these channels will allow DOMS to showcase its products in an environment where children are actively seeking inspiration for creative projects. Additionally, these channels allow for impactful storytelling and visual content that can capture children’s attention while reinforcing the brand’s presence in their daily lives.
General entertainment channels, on the other hand, offer the chance to reach a wider family audience, including parents who are key decision-makers when it comes to purchasing educational and creative products. By running ads during family-friendly shows, we can target a broad demographic, ensuring that both kids and parents are aware of DOMS offerings during the festive period.
The festive season is a time of heightened consumer spending, particularly in categories like toys, stationery, and arts and crafts. By leveraging traditional media on kids’ and general entertainment channels, DOMS can increase brand visibility, foster emotional connections with its audience, and drive engagement, ensuring that its products are top-of-mind during this critical shopping season.
Q. Could you shed light on how the company’s strategic brand portfolio is playing a pivotal role in its growth and market presence both domestically and internationally?
DOMS Industries has established a robust portfolio of products within the children’s art and stationery segment, achieving notable success in both Indian and international markets. The company offers a comprehensive range of products, spanning from essential stationery items to premium art supplies, which have resonated with a diverse consumer base and contributed to consistent growth in the domestic market.
A commitment to innovation is at the core of DOMS’ success. The company continuously develops creative, high-quality products that cater to the evolving needs of children and professionals alike. This forward-thinking approach not only aligns with the preferences of Indian consumers but also meets the expectations of international markets. By delivering products that are both practical and inspiring, DOMS has solidified its position as a competitive global player, appealing to customers across various regions.
Through a strategic focus on quality, innovation, and adaptability, DOMS has successfully expanded its footprint in international markets. Its offerings—ranging from vibrant, high-performing art supplies to eco-conscious stationery solutions—are consistently well-received worldwide. As a result, DOMS has become a trusted and admired name in the children’s art and stationery industry, recognized for its excellence in both domestic and global markets.
Q. While DOMS Industries is a four and a half decades old brand has the company had to reinvent itself recently to cater to a digitally savvy consumer?
Over the years, DOMS has consistently delighted its consumers by evolving in response to changing trends and preferences. Recognising the growing prominence of digital media consumption, DOMS has strategically aligned its media approach to stay ahead in this dynamic landscape.
As a testament to these efforts, DOMS has successfully built a substantial online presence, achieving a significant milestone of over two million followers on YouTube. Furthermore, the launch of DOMS ART LEAGUE, an innovative online art competition for school children, reflects our commitment to fostering creativity and engaging with our audience in meaningful ways. These initiatives underline our dedication to adapting and thriving in an increasingly digital world while continuing to inspire and connect with our consumers.
