Medianews4u.com caught up with Manish Nichani MD FCE Lifestyles (LAMY India). With over two decades of experience in luxury and premium retail, he leads LAMY’s growth and omnichannel presence in India, including exclusive concept stores, e-commerce, and partnerships with leading stationery and lifestyle retailers.
He shares insights on the evolving premium writing instruments market, LAMY’s expansion in India, and the growing culture around writing and design-led products.
Q. What trends are expected to be seen in luxury and premium retail when it comes to the stationery category in 2026?
In 2026, we expect the stationery category to move decisively toward becoming more lifestyle-led and experience-driven. Consumers are increasingly seeking products that reflect their personality and values.
There is also a growing return to analogue habits journaling, mindful writing, and collecting which positions premium stationery as both aspirational and culturally relevant. Design-led, sustainable, and purpose driven products will define the next phase of growth.
Q. What goals has LAMY India set for itself in 2026? What is the gameplan going to be to get there?
Our goal is to firmly establish LAMY as an aspirational lifestyle brand in India while also leading the revival of writing culture, particularly through fountain pens.
The gameplan focuses on three pillars: expanding our retail footprint in a thoughtful manner, strengthening our omnichannel presence, and building deeper community engagement through workshops, collaborations, and education-led initiatives. We want LAMY to be experienced, not just purchased.
Q. What steps will be taken to strengthen brand identity in 2026?
We are focussing on consistent storytelling across all touchpoints, retail, digital, and partnerships. This includes stronger visual merchandising, curated in-store experiences & activities, and content that highlights LAMY’s design philosophy and heritage.
At the same time, we are actively promoting the culture of writing through workshops, collaborations with creative communities, and educational initiatives, ensuring the brand stands for something deeper than just products.
Q. How do LAMY’s core values of design, craftsmanship, and writing culture help give it an edge in a competitive market?
LAMY’s foundation in design and craftsmanship, inspired by Bauhaus principles, ensures that every product is both functional and timeless.
What truly differentiates us is our commitment to writing culture. While many brands focus purely on luxury positioning, LAMY builds an emotional connection by encouraging people to engage with writing as a form of self-expression. This balance of design, usability, and cultural relevance gives us a distinct edge.
Q. In 2026 what percentage of sales are expected from the various areas like exclusive concept stores, e-commerce, and partnerships with stationery and lifestyle retailers?
We anticipate a balanced omnichannel mix, with approximately 35–40% coming from exclusive concept stores, 25–30% from e-commerce, and 30–35% from partnerships with stationery and lifestyle retailers.
The idea is not to prioritise one channel over another, but to ensure that each plays a distinct role in building the overall brand experience.
Q. Is Q-commerce a gamechanger for the luxury stationery category?
Q-commerce brings convenience, but in the luxury stationery category, the purchase is often more considered and experience-led.
While it may play a role for entry-level products or refills, the core of the category will continue to rely on immersive retail and curated digital experiences. So, it is an enabler, but not a primary driver.
Q. When you talk to distribution partners what is their main concern as they look to scale up the business?
The primary concern is maintaining brand integrity while scaling. Partners are keen to grow the business, but they also understand the importance of preserving LAMY’s premium positioning.
This includes ensuring the right retail environment, trained staff, and consistent brand storytelling, which are critical in a category that relies heavily on experience and education.
Q. Is the goal of marketing going to ensure that the company’s stationery is looked at as being more than just a functional product?
Absolutely. Our goal is to position LAMY as a lifestyle choice rather than just a functional tool. Writing instruments, especially fountain pens, carry a sense of identity, creativity, and mindfulness.
Through our marketing, we aim to reinforce the idea that writing is not just an activity, but a meaningful experience.
Q. How will LAMY India finetune its B2B marketing strategy to strengthen relationships with distributors?
We are focussing on deeper collaboration and knowledge sharing with our partners. This includes structured training programs, co-branded initiatives, and better retail support in terms of merchandising and storytelling.
The idea is to empower our partners to represent LAMY not just as a product, but as a brand with a strong philosophy and cultural relevance.
Q. On the B2C front what role will experiential marketing play through education-led initiatives and curated brand experiences?
Experiential marketing is central to our strategy. Writing is inherently personal and tactile, and the best way to appreciate it is through experience.
We will continue to host workshops, nib-writing sessions, journaling events, and collaborations with artists and creators. These initiatives not only build engagement but also help revive the culture of writing in a contemporary and relatable way.
Q. What will the media mix look like between traditional and digital media?
Our media mix will be digital-first, with approximately 70–75% focused on digital platforms and 25–30% on traditional media.
Digital allows us to tell richer stories and engage directly with our audience, while traditional media will continue to play a role in building credibility and reinforcing brand presence in key markets.
Q. What marketing innovations and campaigns can we expect to see in the coming months?
You can expect campaigns that centre around the art of writing and self-expression. This includes storytelling-led digital campaigns, collaborations with creators, and on-ground activations that bring writing back into everyday conversations.
We are also exploring ways to integrate writing into broader lifestyle narratives, making it more relevant for younger audiences.
Q. Could you shed light on what the company’s social media strategy looks like to celebrate the art of writing while strengthening its connection with India’s growing community of stationery lovers?
Our social media strategy is built around community and storytelling. We aim to celebrate real users, their writing journeys, and their personal connection with LAMY products.
From showcasing handwriting styles and journaling practices to collaborating with artists, students, and professionals, our content will focus on making writing aspirational, relatable, and culturally relevant.
Q. How much R&D goes into ensuring that the right ambience is created in the five exclusive LAMY Concept Stores across cities? Will more stores be added in 2026 and if so where?
A significant amount of thought goes into creating the right retail environment. Every LAMY Concept Store is designed to reflect the brand’s core values of minimalism, functionality, and precision.
From lighting to material finishes to product displays, every detail is carefully curated to enhance the customer experience.
Yes, we do plan to expand our retail footprint in 2026, with a focus on key metropolitan cities and emerging luxury markets. The approach will remain selective and strategic, ensuring that each new store strengthens the brand’s aspirational positioning while offering a meaningful experience.
