Easton-based Crayola, an art and stationery products company, recently entered into a strategic long-term partnership with India-based Luxor Writing Instruments Pvt. Ltd., a stationery and writing instrument manufacturer, to bring the Crayola brand to India.
Under the agreement, Luxor will manufacture and distribute Crayola products that will be co-branded Crayola by Luxor.
“At Crayola, we’ve always believed creativity helps children build confidence, curiosity, and innovative thinking, which are essential skills for the future,” Pete Ruggiero, Crayola president & CEO, said. “India’s education landscape is going through an important transformation. With the National Education Policy 2020, there is a clear shift toward experiential learning and problem-solving. When you combine that shift with the scale of India’s education system, 260 million students across more than 1.5 million schools, the opportunity to nurture creativity becomes incredibly powerful.”
The companies hope to inspire a lifelong love of creativity and help families and teachers see self-expression as a meaningful and valuable part of everyday life.
“We are excited about our partnership with Luxor,” Ben Thomas, Crayola chief commercial officer and executive vice president of marketing, said. “Their manufacturing and distribution expertise and knowledge of the market in India aligns well with our growth objectives. Luxor shares our commitment to brand excellence ̶ engaging parents, teachers, and children in imaginative play to create joy.”