Reynolds: Innovating in India for India

Pen, pencils and other writing instruments are an unassuming part of everyone’s daily lives. Most start out with pencils in their childhoods and then graduate to pens. Even in the increasingly digital age, writing on a piece of paper with the pen of choice is nowhere near going obsolete. In fact, many people still have a special preference for certain types of pens over others, gauging the flow of ink and the ease of writing with it.

“This is not by chance. Reynolds India has been dedicatedly working towards developing the best-in-class products for India, a key market, with carefully sourced raw material from India. Reynolds’ ‘India for India’ campaign conceptualises and tailors products to suit the needs of the Indian customer across different age-group at its Research and Development facility in Chennai, Tamil Nadu,” said Dhinagaran Ramachandran, R&D Director, Newell Brands. Newell Brands is the parent company of Reynolds.

“For instance, Reynolds has identified that Indian consumers prefer blue ink, finer lines and smaller diameter pens for a comfortable grip, while their American counterparts prefer black ink, bolder lines and wider pens for writing. Additionally, the concept of refillable pens is also unique to India, when compared to the US. We all remember going to out nearest stationery shop to buy an extra refill for our favourite pens. Reynolds takes care of the minutest needs of its customers,” Ramachandran added.

Along with serving as a centre for India-specific innovations, the Reynolds Research and Development centre in Chennai also supports the US market owing to India’s stronger supplier base and the availability of low-cost high-quality raw material. There’s also the added advantage of quicker decision making and faster speed to market in the Indian geography, which gives Reynolds a competitive edge. Products are introduced in international markets once they’re proven successful in India.

Reynolds recently introduced an array of products for the Indian consumers such as whiteboard and permanent markers, correction pens and ink system based products that can gradually get added to the other products that are already a part of the daily lives of Indians.