The Camel Story: How Camlin Redefined Stationery”
Founding Brothers: The story begins in 1931 with two brothers, DP Dandekar and GP Dandekar. DP Dandekar, a young chemistry graduate, decided to start a company to manufacture writing ink. He was joined by his older brother, Govind Dandekar, who was an engineer employed by the Brihanmumbai Municipal Corporation (BMC). Together, they established Dandekar & Co.
Early Challenges: The company faced significant challenges, especially due to tax revisions that made imported products cheaper than local inks. However, the Dandekar brothers were determined to create a unique and high-quality product that would stand out in the market.
Inspiration from a Cigarette Advertisement: While brainstorming for a brand name, they came across a cigarette advertisement featuring a camel with the slogan “I’d walk a mile for a Camel.” The camel’s resilience and endurance resonated with them, symbolizing the qualities they wanted in their fountain pen and ink. This inspiration led them to name their brand “Camel.”
Building the Camel Brand: The Dandekar brothers focused on quality and reliability, building a reputation that made Camel synonymous with excellence. Their products gained popularity, and the brand became well-established.
Milestones in Camlin’s Journey
Rebranding to Camlin: In the early 2000s, the company underwent a significant rebranding process. The name “Camlin” was derived from “Camel” and “Ink,” reflecting its origins and new focus on a broader range of stationery products. The rebranding included a new logo, packaging, and marketing materials, signalling a fresh and modern identity.
Expansion of Product Range: Camlin expanded its product range to include a wide variety of stationery and art supplies such as pens, pencils, markers, paints, and brushes. This diversification helped the brand cater to a broader audience and meet various customer needs.
Acquisition by Kokuyo Co., Ltd.: In 2011, Japanese company Kokuyo Co., Ltd. acquired a 50% stake in Camlin, leading to the formation of Kokuyo Camlin Ltd. The following year, Kokuyo acquired the remaining shares, becoming the sole owner. This acquisition marked a new phase of growth and expansion for the brand.
Innovations and Eco-Friendly Products: Under Kokuyo’s ownership, Camlin continued to innovate and expand its product portfolio. The company introduced new product lines, materials and-friendly products made from recycled materials, and expanded its presence in new markets.
Continued Commitment to Quality: Despite being owned by a Japanese company; Camlin has maintained its strong presence and reputation in the Indian market. The brand is known for its commitment to quality, innovation, and customer satisfaction, continuing to be a trusted name in stationery and art supplies.
Legacy of Camlin
Camlin’s journey from a small ink manufacturer to a leading name in the stationery industry is a story of innovation, perseverance, and strategic growth. The brand’s ability to adapt to changing market conditions, expand its product range, and maintain a strong connection with its customers has ensured its lasting success. Today, Kokuyo Camlin Ltd. stands as a testament to the enduring legacy of the Dandekar brothers and their vision for creating high-quality, reliable products.
