Birth of an Indian Super brand
A vision to provide truly home grown writing instrument for each occasion to each individual gave birth to brand Luxor in 1963 - India’s first writing instrument brand. Luxor brand was built on the fledging nation’s desire to be seen as self-reliant. Luxor pioneered fibre-tip technology fine liners in 1975 and subsequently roller-ball pens in India and stylised them to meet the diverse requirements of varied market segments. Luxor was not only the first Indian manufacturer to introduce high-tech markers for various applications, but had also invented Dry Safe Ink Markers – so that these special pens could be left uncapped for hours without the ink being dried up.

Celebrity Endorsement
If style is the man, the craft of fine writing comes naturally. To bring home the point even more effectively, Luxor set the trend for celebrity endorsement in the '60s – signing up movie stars, sportsmen and other famous personalities to promote the Luxor range of writing instruments. Most of these were not paid endorsements though, as star-appeal was not the be-all factor in the early days of mass advertising. . Luxor’s Ad campaigns of the early years stated: For the first time in India, and the “hit home” approach went well with Indian consumers – laying the foundation for Luxor’s exponential growth in the '70s and '80s.

A Big Leap

By the early '80s, the Indian market had become immensely sophisticated and the time was ripe for launching new products with persuasive brand messages. Taking advantage of this trend, the Luxor brand launched its range of 'gloliters' and 'markers' with a high-decibel advertising campaign, encouraging its consumers to 'Stop Underlining, Start Gloliting'. Since then, strong brand positioning and celebrity endorsement have played a key role in the Luxor’s growth. Luxor has supported every new launch with highly visible and energetic marketing efforts.

The Superbrand Scaling New Heights
Today, the Luxor Group reaches you through 80,000 retail outlets across the country and has opened a number of boutiques/specialty stores to bring its extensive product range under one roof for greater convenience. Committed towards nations development Luxor brand has promoted Literacy for All and is playing an active role in implementing the School Chalein Hum programme. The persistent efforts and endeavours towards social causes coupled with providing quality products at affordable prices have been recognised by Indian consumers and Luxor has been once again voted as a Superbrand – the only writing instruments major to be accorded this honour.

Luxor for All
The Luxor range for the young comes with colourful and attractive designs – varying from cartoons, florals and binary systems to unique animal and bird collections.Innovative research and cutting-edge technologiesenable the Luxor to design and develop superior-qualitywriting tools & accessories, whichaddress the needs of diverse consumer groups.Luxorhas a complete range of metal pens under the brand name Metallz; ball pens& gel pens for the mass segment and a complete range of colouring solutions for the kids under the brand name of Luxor Junior. Attractive packages in many-hued shades make the non-toxic Luxor Junior products all the more appealing for the junior citizens.
The sound reliability and impeccable quality of its varied product range have helped Brand Luxor to win the trust and love of masses over the years and Luxor is continuously striving hard to build further upon its legacy.