Nataraj and Apsara Pencils Share a Common Owner, Story of Hindustan Pencil Ltd

We’ve used many different pencils in our lives. Sometimes, we chose them because we liked their color, design, or because they had an eraser or sharpener. But most of the time, our parents chose Nataraj or Apsara pencils because they last a long time and are of good quality.

There was a time when we would argue about whether Nataraj or Apsara was better. But we didn’t know then that both these pencils are made by the same company – Hindustan Pencil Ltd.

As time went by, Babubhai Sanghvi became the C.E.O. of the company. Under his leadership, the company reached new heights, and he introduced many new products.

At present, Hindustan Pencil Pvt. Ltd. holds more than 60% of the pencil market. Additionally, its two main brands, Nataraj and Apsara, have gained global fame, being distributed in over 50 countries.

Oukhoo Village in the Pulwama district of Jammu & Kashmir has 250 homes and 17 factories with 4000 workers.

Known as “The Pencil Village of India,” Oukhoo Village is vital to the pencil-making industry. It’s the main supplier of pencil slats to big Indian pencil makers like Nataraj, Apsara, and Hindustan Pencil.

Oukhoo Village provides a whopping 90% of the raw materials for pencil making in India. After making the pencil slats in Oukhoo Village, they send them to factories in Chandigarh and Gujarat for the final production steps, resulting in the finished pencil.

Nataraj Pencil is a favorite among students and artists in India because of its affordability and reliability. It’s easy to spot a Nataraj pencil with its distinctive red and black stripes. Besides graphite pencils, Nataraj also makes colored pencils.

Apsara Pencil is another top pencil brand in India, known for its high quality. Students, artists, and professionals choose Apsara for its durability and excellent performance in both writing and drawing.

The first Apsara pencil had a blue and white stripe, similar to Nataraj. Apsara also makes other stationery items like colored pencils, HB pencils, erasers, and more.

Hindustan Pencil Pvt. Ltd. uses a two-product strategy to drive its success, focusing on Nataraj and Apsara. Nataraj offers affordable and durable products, while Apsara provides the same but with a bit of luxury.

Their strategy is clear in their slogans: Nataraj’s “Phir se champion” and Apsara’s “Five Marks Extra”.

By making Nataraj and Apsara compete against each other, Hindustan Pencil Pvt. Ltd. has created a successful business.

Three friends, B.J. Sanghvi, Ramnath Mehra, and Mansookani, founded the company. B.J. Sanghvi became the CEO and built a lasting legacy. After he passed away, his children, Harendra and Kriti Sanghvi, stepped up as the managing directors of Hindustan Pencil Ltd.

Now, Bhowmik and Dhruman, Harendra and Kriti Sanghvi’s children, are playing important roles in the company. The Sanghvi family’s strong commitment has always pushed Hindustan Pencil Ltd. to success. Each generation of the family has actively helped the company grow.