Brands
Faber-Castell partners with Swiggy to make stationery available at doorstep
NEW DELHI: With a growing demand of art and other stationery supplies in the market due to the various challenges posed by the pandemic like self isolating, work from home and study from home Stationery giant Faber-Castell ties up with Swiggy Genie to make stationery available at doorstep for its consumers.
In the past few years, there is a noticeable growth of e-commerce in retail strategy. However, the recent four months have made us change the way we shop and consume. The consumer’s appetite for buy at click is growing market for online marketplaces and the intra-city delivery tools like Swiggy’s Genie are all one step ahead to keep up with the demand supply channel.
“The pandemic has made us realise the value of our nearby retailers and stores. While e-commerce is back and running but things haven’t resumed normally yet. If you are studying, working from home or you just want to paint for leisure but you realise you don’t have your necessary stationery supplies waiting for 3-5 business days doesn’t seem feasible to all. We’re glad that Swiggy’s Genie came to play at the right time to help us meet our demand and supply gap,” said Faber-Castell India MD Partho Chakrabarti.
“With the continued uncertainty of the future, Swiggy has been agile enough to provide multiple offerings to address the changing needs of the consumer. As we continue to stay indoors and find ways to share personal experiences with our loved ones, we have partnered with Faber-Castell to deliver stationery and art supplies to the consumers’ doorstep. This association will unlock a new dimension of convenience and safety for consumers during these exceptional times,” said Swiggy COO Vivek Sunder.
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Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
