Luxor Writing Instruments has announced a strategic partnership with Crayola, marking the official entry of the iconic global brand into India.
The collaboration aims to encourage hands-on creativity, imaginative play, and self-expression, while also supporting learning and confidence among young learners. The partnership combines Crayola’s global leadership with Luxor’s deep market reach, providing access to trusted creative tools for one of the world’s youngest and fastest-growing consumer markets.
With over six decades of shaping how India writes, draws, and expresses itself, Luxor has built a strong presence across classrooms, homes, and retail shelves nationwide. Meanwhile, Crayola has inspired generations of children worldwide for over 120 years, becoming synonymous with creativity and imagination.
Luxor Crayola products will be manufactured in India, marking a significant milestone in the brand’s global journey. The co-branding under ‘Luxor Crayola’ reflects Crayola’s confidence in Luxor’s manufacturing excellence and marketing expertise, and this is the first time in Crayola’s history that a sub-branding approach has been adopted—a testament to the strategic alignment and long-term commitment to the Indian market.
Speaking about the partnership and Crayola’s entry into India, Pete Ruggiero, President & CEO, Crayola LLC, said, “India represents one of the most dynamic and inspiring creative markets in the world today. With a young population, a strong education ecosystem, and a deep cultural appreciation for art and expression, it is a natural next step in Crayola’s global journey. With Luxor, we have found a partner with unmatched understanding of the Indian consumer and a decades-long legacy of building trusted international brands in the country. This partnership allows us to enter India in a way that is meaningful, local, and built for long-term impact.”
Pooja Jain Gupta, Managing Director, Luxor Writing Instruments Pvt. Ltd., added, “Bringing Crayola to India is a defining step in Luxor’s long-term vision to strengthen the creative & colouring category in this market. As a company that has shaped how India writes and expresses itself for over six decades, Luxor sees a growing need to integrate creativity more deeply into everyday learning.”
“As education evolves, creativity must move from the margins to the mainstream of how children grow and develop. With Crayola’s global leadership and Luxor’s scale and reach, our ambition is not just to introduce a brand, but to expand access to globally trusted creativity tools across Indian homes and classrooms.” she added.
