DOMS’ strength lies in its rapid response to consumer demand: Saumitra Prasad

In conversation with Adgully, Saumitra Prasad CMO of DOMS, speaks about the importance of innovation in the stationery industry, sustainable business practices, the significance of quality in manufacturing, launch of the DOMS Art League, and much more. He also shares insights on how companies can thrive in competitive markets by focusing on customer needs and embracing technological advancements.

What are the current trends in the stationery industry, and how is DOMS Industries adapting to them?

We have observed a significant shift in consumer preferences, with an increasing demand for innovative and uniquely designed products. Today’s consumers seek not only functionality, but also creativity and aesthetic appeal in their stationery choices.

A particular trend is emerging towards art-related products. Schools and parents are increasingly recognizing the vital role of art in a child’s holistic development, leading to a surge in demand for high-quality art supplies.

DOMS is proud to be a leader in this innovation-driven market. Our recent product launches, such as the DOMS E-racer – a tire-shaped eraser, and the Pepcil – a pencil-shaped eraser, perfectly exemplify our commitment to combining creativity with functionality. These products demonstrate our dedication to delivering exceptional and imaginative stationery solutions.

Furthermore, we are excited to announce the launch of the DOMS Art League, a new initiative engaging school children in an online art competition throughout the year. This platform not only encourages artistic expression but also recognizes and celebrates the creativity of young artists.

At DOMS, we are committed to pushing the boundaries of innovation and supporting the artistic growth of our young consumers. Join us on this creative journey and discover the difference that DOMS brings to the world of stationery.

In line with current trends in the stationery industry, customers consistently seek new, fresh, and innovative products. Children, in particular, quickly tire of using the same stationery items, making minor changes in size, shape, and features highly desirable. DOMS’ strength lies in its ability to continually develop new products with value additions and attractive packaging, ensuring high quality and rapid responsiveness to consumer demand and core needs, thereby delivering products efficiently and effectively.

What are the main competitive advantages of DOMS Industries compared to its competitors?

DOMS sets the benchmark in both the speed and quality of innovation, placing it at the forefront of the industry. Our seamless backward integration in manufacturing enables DOMS to consistently deliver products of outstanding quality and exceptional value to consumers.

Moreover, DOMS’ commitment to innovative product and communication design continually enhances its appeal among a diverse consumer base. The brand has adeptly leveraged digital platforms, particularly YouTube and Instagram, alongside pioneering online initiatives like the DOMS Art League – an engaging art contest tailored for school children. These efforts not only reinforce DOMS’ digital presence, but also amplify its connection with its audience, driving sustained engagement and loyalty.

How much does DOMS Industries invest in research and development, and what are the outcomes?

At DOMS, we pride ourselves on a rigorous research and development process for new products. Each product journey, from initial concept to final launch, undergoes multiple stage gates, ensuring meticulous evaluation and refinement at every step. This comprehensive approach significantly boosts the likelihood of successful product outcomes. Our dedication to innovation and quality is unmatched, fostering a culture that prioritizes excellence. We strive to create products that not only meet but exceed consumer expectations, consistently delivering delightful experiences for our customers.

Are there any upcoming expansion plans or new market entries for DOMS Industries?

DOMS is consistently broadening its portfolio in the stationery sector by introducing a variety of new categories. Recent additions include pens, notebooks, fine art supplies, adhesives, and more. Demonstrating our commitment to growth and diversification, DOMS has recently acquired SKIDDO, a renowned school bag company. This strategic acquisition marks our entry into the school bag manufacturing market, further expanding our product offerings and meeting the diverse needs of our customers.

Moving forward, DOMS remains dedicated to further expanding its product range to continually exceed the expectations of our young consumers. Our ongoing efforts aim to provide a comprehensive and delightful experience, ensuring that our products meet the evolving needs and preferences of our customers.

What are the main risks facing DOMS Industries, and how are they managed?

One of the most significant risks for any consumer goods company is the potential loss of consumer appeal for its products. At DOMS, we recognize this challenge and have proactively developed a strong and robust innovation strategy to ensure our products consistently resonate with our customers.

Our approach is multifaceted and involves continuous market research to stay attuned to evolving consumer preferences and emerging trends. By leveraging advanced analytics and consumer insights, we are able to anticipate shifts in the market and adapt our product offerings accordingly.

In addition, we prioritize investing in cutting-edge research and development to drive product innovation. This commitment allows us to introduce new and exciting products that not only meet but exceed consumer expectations. Our dedicated R&D team works tirelessly to incorporate the latest technological advancements and sustainable practices into our product development processes.

Furthermore, we foster a culture of creativity and collaboration within our organization, encouraging our teams to think outside the box and explore new ideas. By embracing a forward-thinking mindset, we can continuously enhance our product portfolio and maintain a competitive edge in the market.

At DOMS, we understand that consumer preferences are dynamic, and staying relevant requires constant vigilance and adaptability. Our robust innovation strategy is designed to ensure that our products always remain appealing and relevant to our consumers, securing our position as a leader in the consumer goods industry.