Looking at pencils makes me feel nostalgic. Good old days, you could erase your mistakes with erasers.

90s kid here. Back in our school days Natraj and Apsara pencils, sharpners and erasers were used, however Add Gel, Pilot, Jetter pens were rage in early 200s.

As I am a professional painter I was aware of the company's huge success. Though Camlin still have an upper hand on artist catagory products like oil paints, brushes etc. If DOMs saw through this and bring quality products to the market (Camlin products are quite good though) then Camlin is going to have some serious trouble. Distribution in this business is a huge factor too.

Tbh Doms packaging and product appeal isn't any different than other's, we've had all these things in the past with apsara introducing triangular pencils and we've had those colourful scented erasers for years, speaking about quality don't know if its any better but mostly i don't think that's a criteria for kids in school they just want cool stuff even if its not of a good quality.Also kids have been the influencers since a long time, even when i was in school (early 2000s), probably the spending capacity might have changed, but the roles are more or less same. I think Doms succeeded mainly because of the distribution of their products, snd nothing more as they've haven't done any thing different from the product standpoint.

We own a stationary store here in New Delhi and man I absolutely agree with every word in this video. My father and I have often talked about how Doms has been rapidly disrupting the entire stationary market more than a dozen times. What we have noticed is the pricing and the value they have set for the average customer. They have understood what an average customer wants and have the options bundled in one packet( small bday return gifts and color set in bags), I love how they have managed to understand kids perspective and have amazing products line.

First 8 minuts of video : was feeling happy seeing a great success story of an Indian company. After 8 min : FILA owns its 51% shares, so actually its not an indian company anymore.

In my country Sri Lanka Doms emerged as the No 1 prestigious stationary brand available through countrywide, replacing the position held by Maped

DOMS appeared in our local supermarket just 2 years ago...impressed by DOMS' quality n stylish looks...

As a designer, its interesting to know how product design and packaging played such a big role!

An 80s kid here. Am from the time of amazing Natraj Bonded lead pencil and Reynolds pen. I needed nothing more. Once I got Staedler color pencil set (German top brand). I fell in love with it. The quality of that time can never be matched now.

Feel so nostalgic cause i witnessed the era in which the craze for doms scented erases were so darn crazy. So much accurate video depictions!

We have been channel partners with DOMS since 10+ years and this video is up to mark. They really believe in us being a part of their family. I am personally a fan of the company

How is this channel with such good production quality so underrated?

DOMS pencils and crayons are excellent. My son uses it and I love it too. Apsara was a big brand when we were college in 2000s but now its all DOMS. DOMS sharpeners are also great. Also DOMS provide plastic case for their crayons which is very useful unlike other brands which just give paper case.

I still remember when in my school days even 10 th grade students liked the hexagonal Doms eraser which used to come in a hexagonal case

I totally agree with graphite + polymer and ergonomic product. But sweet smell on eraser is in the market since ages. And kids have always been influencers, when Shaka laka boom boom used to be aired everyone of us had those, we used to buy pencil boxed with more complex puzzle games and geometry boxed with more tiny instruments

So they are mixing plastic in graphite, a new and innovative way of increasing microplastics

I beg to differ on my views on their quality of products…purchased the products for my daughter & both pencil & crayons feel very substandard in quality. To top it, stationary shops push a lot for Doms only…guess higher margins for them too.

Great case study - I had been wondering this myself since the last two years about this brand DOMS that I had been seeing popup in every stationery shop.

Any pencil putting plastic in the leads is a big No. Children chew their pencil and inhale pencil dust. How much more plastic do we want for our children to consume?? India has very lax health norms and the Indian society cares about looks more than health issues.

Going to use Doms pencil to take notes during GrowthX videos.

Absolutely agree with the video. While I obviously prefer my Staedtler as an adult, the erasers by Doms are pretty good. I love the pricing for their stationary art kits and the items in the product, which is much higher than those found in Camlin art kits. Moreover, the child's ease of using the product is much better.

I have subscribed to this channel at 5.33K subscribers. Waiting for you guys to hit a million by this year's end!

Part of me is surprised non-mechanical pencils are still a big market!

Had to pause the video to write the comment. Boy am I glad to have stumbled onto this channel. Excellent presentation, well spoken and well researched. You’ve gotten a new subscriber.

While I do appreciate your research and you might be true as well but in my surroundings what I noticed is, Doms success is solely because of its direct and aggressive collaboration with Schools/Super Markets and Stationers. Schools have Doms products in their kits, in popular supermarkets we don't find brands other than Doms, stationers prefer selling Doms and only provide other brand if you ask specifically. What works for Doms is their decent quality so most just don't demand anything else.

undoubtedly today's best discovery, extremely underrated channel.

Man the quality of your videos are PERFECT ✨

You are doing great job. Its not easy to research information to this granularity. Best wishes….

I would like to see a video about Reynolds' downfall (The brand that used to make Trimax), I'm not sure but I heard it went bankrupt sold all the designs but now it's back again.

Their bundles are excellent gifts for children. When you're going to a neighbours kids birthday it appears more sophisticated to gift the kid stationary because you know they will be used eventually.

Firstly hearing about Doms.. Only Apsara and Nataraj 😂

All i remember using was mainly natraj apsara(g.o.a.t) and couple of time camlin(still my favourite in terms of color). I guess they weren't popular in Eastern UP.

This took me back to the times where i would get one apsara pencil every 2 weeks. If I lost that I'll have to live with half size pencils that are there in my pouch till i get another one. As I grew up it was one hero ink pen every year & if i lose that then it's Raynolds racer pen with refills for the rest of the time. This really taught me how to take care of my stuff which is useful to this day.

Who remember NATRAJ brand at that time a pack use to come at 20/- 30/- rupees only

i think i have found a gem channel, keep growing. You will make it, do it full time and innovative

Do you edit your own videos or you have an editor? Looks great!

Are you sure about the three sided grip pencil? As far as I am aware Faber-Castell was the one to first bring it. On second thought while I was browsing through the product category of Faber-Castell, Doms looks like copying some design. For instance the grip triangular eraser to the pencil.

Polymer means plastic. In a pencil it means more microplastic which has ability to get into bodies of animals and stay there and create havoc over long term. Not sure of the polymer used but my heart sank when I heard the word.

The box of white chalks of Rs. 20 has vanished from the market. We used that as kids, in paint, for diwalli rangoli. So many chalks, 1 box lasted 2-3yrs. But in less than 2yrs, that good old, good quality, very cheap, massive quantity box of chalks has been kiled, wiped out from distribution and now shopkeepers keep ONLY doms chalk, Rs. 100 or Rs. 150 for 20 (or 10) chalks. Never bought doms. Same with gripper pens, shopkeepers stopped selling refiils and force you to buy pens and add to environment waste, cost and ended recycled use. Miss the good old value for money, good quantity things. These profit hungry people are killing our quality products.

Great video. This is unexplored space in KZfaq. How Indian companies got started, grew and some died! It will give entrepreneurs ideas on what works. Keep it positive (no why Adani is going down non sense). One video Idea is - how can Generative AI be used to solve some of the problems in India (poverty, education, health etc)

The quality of the content is top notch yet 6k subs? u fr gotta be kidding me. Anyways keep up the good work, u have a long way to go.

I like your video quality, background and explanation through graphics and chart. Thank you for inspiration

How did I just watch a 10 minute video about pencils lol. Great video!

Your Content is more valuable then many youtube channel subscribers combined😂❤

Keeping content aside. Your edit is beautiful. Neat and Elegant

I am surprised how quick doms product are available everywhere now. And you can find s small pack of 10 crayons for 10 rupees. Perfect for little kids who are just learning to scribble. Cuz those gigantic crayons last a life time. My sister on her daughters birthday decided to give return gift which were small packs of crayons. The very next day was a get together in society where kids had a small painting competition, and well, almost every kid used those crayons

Thanks! I always wanted this video on Doms

Never used any brand other than Natraj and Apsara

Great video, but you missed out on Navneet education limited they’ve got almost 900cr sales in stationery products. Would like you to make a video about them as well

Beautiful Representation and narration keep going!!

Good to hear a story about Product and Operations Excellence, fed up of marketing and finance stories.

I was impressed by DOMS couple years back. So I searched it up. Shocked that it was indian (from quality it seemed german+ cost like Chinese). From then on, i only buy DOMS.

This channel is most underrated channel in KZfaq. I think KZfaq should give more rich to this channel...

Found your channel today, you've earned a sub! It would be great if you include sources or a summary of your research. It'll help gain more trust.

Please make an detailed video on an single startup that fails their reason of failure and also some insights with founder himself so we could avoid dojng that mistakes.

Company:Doms Ceo: looks like DOM from fast and furious (vin Diesel)😂

Nataraj pencils are still emotion❤

I think the place is called Umargam and not Umbargaon. May be.

Thank you for letting us know that it is too much of plastic and kids are exposed to this polyesters. Go Green. Already there is bunch of non recyclable stuff sitting of ages in India. Now this pencil waste sits for another 200 years?

Triangular pencils and bright coloration wasn't a Dom's innovation

Spot on analysis. Very well made info video. Will look forward to more.

Did the video end abruptly?

So who is the owner of doms with 51% stake that you mentioned? And the country of owner please.

Sources in description would be great

Not only pencils but their triangular shaped sharpener is much better than the other brands which have stopped any innovation since long

Yup, As a kid i never saw domes even at my local stores and suddenly it's everywhere now,it's the first choice for kids. Well everyone wants to be the cool kid.

Never heard of this brand-Natraj apsara user

Apsara also had triangle pencils

the distribution aspect needs elaboration. Kindly elaborate.

He is our DOM uncle 😂😂😂😂😂

@growthX how shops recognise this as a brand without advertisements

Can you please share your sources of research? That would validate to what you are saying to certain extent.

Great video, just try to make the ending slightly more conclusive

Faber Castell Introduced First Triangular Grip ,So I don't agree Dom's Introducing First....🧐

I still remember those sented triangular erasers of domes😅

Why did the video end so abruptly ?

We only had Natraj 621 pencil and the 621 plasto eraser when we were young, and that Natraj sharpener. There were a few Apsaras (extra dark) as well. Break the long tip of the pencil and stick it into the eraser and you had a BEYBLADE!

Fantastic video! Well done! Just a quick tip, the ending felt a little abrupt. The script was fine, but perhaps have something to give a sense of closure to the audience. Maybe a signature tune.

The key is the placement of their products and distribution done by Doms, they provide better profit margin for retailers. People who have been regular users of products like Apsara and Natraj dissed Doms due to their lesser quality. Doms' distribution game might be strong, but they are still far from a good and complete brand.

When I was kid in 90s ..I used Camlin n Nataraj .. Thr was another pencil Flora ..

Top notch video editing!

Great explanation and content

nice channel glad to discover it

Never seen this pencil in hyderabad. Will search for it from tomorrow

Bencho Kya content hain, GrowthX is pure gold! Subscribing right away :)

Absolutely loved the breakdown ❤

Triangle pencils first came with FaberCastell.. back in 2001 or 2002..

Why did I found you so late?

Good Video and Explanation👏🏽

Great! DOMS is our brand product. Soon it will be world's largest brand.

Your content is amazing and very informative. I want to suggest that you should should a little BGM and more graphics to make it more interesting. Else i feel bored and not able to watch the full video. ❤

As far as I remember from school, doms was the ameero ke pencils and I basically never got them

Thanks I got New KZfaq Channel from this Video to Learn More Knowledge.

Bhai hum to Natraj aur Apsara (black) pencils use krte the.

I also feel the catchy cool name and the entire representation has helped for their growth

Faber Castle had triangular pencils 20 years ago.

I don't know about doms pencil quality so much but its eraser is an emotion for every early 2000 or 2010 kid.The fragrant smell of the eraser was just tantalising.

“And there’s small innovation on having a triangle pencil body” - did India really not have this before Dom’s? I was using a triangular body pencil 15-18 years back. Albeit not in India.

Loved the breakdown 💙