Nostalgic Legacy: Remembering Subhash Dandekar of the Iconic Stationery Brand, Camlin Group

The orange geometry box, found in every millennial’s school bag, was truly iconic. But did you know that Camlin was founded by a Maharashtrian brother duo? The brand went from a struggling local startup to one of the most recognisable brands in India. And while the company maintains a steady rise to success, the world did bid adieu to Subhash Dandekar, Chairman Emeritus of Kokuyo Camlin, on July 15 at the age of 86. Today, we take a look at his work and the brand he helped create.

From Dandekar & Co. to Kokuyo Camlin

Camlin's journey began in 1931 when brothers D.P. Dandekar and G.P. Dandekar established a stationery business known initially as Dandekar & Co. Digambar Parashuram Dandekar, a young chemistry graduate, envisioned a company focused on manufacturing writing ink. He launched Dandekar & Co. with the help of his older brother, Govind Dandekar, an engineer working with the Brihanmumbai Municipal Corporation (BMC).

The company gained traction locally due to its high-quality products, and demand started rising from other states. However, the business faced challenges, particularly from tax revisions that made imported products cheaper than local ink.

Competing in a market with several established brands, the Dandekar brothers realised they needed a distinctive and memorable brand to stand out. During their brainstorming sessions for a new name, they were inspired by a cigarette advertisement featuring a camel and the slogan "I'd walk a mile for a Camel".

Birth of a Brand

The image of the camel resonated with the Dandekar brothers, symbolising resilience, endurance, and reliability—qualities they wanted to embody in their fountain pens and ink. They envisioned the camel as a mascot representing how their ink-filled pens could accompany users through miles of writing, much like a camel endures the desert.

Inspired by this, they named their brand "Camel," a name they believed was both catchy and evocative of their message.

With the new name, the Dandekar brothers dedicated themselves to building their brand through high-quality products and exceptional service. Their efforts paid off as the Camel brand became synonymous with quality, innovation, and customer satisfaction.

The company was established as a private entity in 1946 and transitioned into a public limited company in 1998. Under the leadership of Subash Dandekar, it expanded in 1960 from solely producing stationery products to including art materials.

In the early 2000s, the company underwent a rebranding, evolving from Dandekar & Co. to Camlin. The new name, "Camlin," combined "Camel" and "Ink," reflecting both the company's heritage and its broadened focus on stationery products. This rebranding included a fresh logo, packaging, and marketing materials.

Kokuyo Camlin

In 2011, Kokuyo Co., Ltd., a stationery brand from Japan acquired a 50% stake in Camlin, leading to the creation of Kokuyo Camlin Ltd. By 2012, Kokuyo had acquired the remaining shares, becoming the sole owner of the company.

Today, Kokuyo Camlin Ltd. stands as a leading manufacturer and marketer of stationery and art supplies in India. The company is renowned for its extensive range of high-quality products, including pens, pencils, markers, paints, and brushes.

Under Kokuyo's ownership, Camlin has continued to grow and diversify its product offerings, introducing eco-friendly options made from recycled materials and expanding into new markets. Despite its Japanese ownership, Camlin remains a prominent and respected brand in India, known for its commitment to quality, innovation, and customer satisfaction.