One of India’s best-known writing instrument brands, Rotomac, is set for a comeback with a renewed identity and strategy. Popularly remembered for its iconic tagline “Likhte Likhte Love Ho Jaye,” the brand is entering a fresh phase of revival.
At its peak, Rotomac held nearly 28 per cent market share in India’s writing instruments segment, emerging as one of the country’s most trusted pen brands. Its mass appeal was amplified through associations with leading film stars such as Raveena Tandon and Salman Khan.
Industry buzz around the relaunch suggests the brand may soon rope in another prominent female celebrity. Sources indicate that Kashika Kapoor, a GenZ actress, is likely to be associated with the brand.
Manufacturing of Rotomac pens and stationery will now be handled by Shri Bhawani Paper Mills, which is also setting up its own paper mill. Under the new strategy, Rotomac will expand beyond pens into paper-based stationery and children’s toys, positioning itself as a multi-category brand ready to reconnect with Indian consumers.
Key highlights
Former market share: 28 per cent
Iconic tagline retained
Multi-category expansion planned
Celeb connect
Past faces: Raveena Tandon, Salman Khan
Likely new association: Kashika Kapoor
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