Classroom Creativity Gains Attention as Luxor Integrates Global Art Brand in India

Pooja Jain Gupta, Managing Director at Luxor Writing Instruments, says the move aims to embed creativity into everyday learning, while Pete Ruggiero, CEO of Crayola, highlights India’s importance as a growing global creative market

The role of creativity in early learning is gaining renewed attention as education systems adapt to changing environments, with Luxor Writing Instruments entering into a long term collaboration with Crayola to introduce the global brand in India.
The partnership reflects a broader shift toward encouraging hands on creativity and imaginative engagement among children, particularly as digital exposure increases across age groups. By combining Luxor’s distribution network with Crayola’s presence in creative tools, the collaboration aims to expand access to art based learning resources across classrooms and homes.

India’s young population and evolving education landscape make it a key market for creative learning products. The partnership is positioned to strengthen the colouring and creativity segment, while aligning with the growing focus on integrating creative expression into everyday learning.
Pete Ruggiero, President and Chief Executive Officer at Crayola, said, “India represents one of the most dynamic and inspiring creative markets in the world today. With a strong education ecosystem and a deep appreciation for art and expression, it is a natural step in our global journey. Partnering with Luxor allows us to enter the market in a way that is local and built for long term impact.”

Pooja Jain Gupta, Managing Director at Luxor Writing Instruments, said, “Bringing Crayola to India is a defining step in our long term vision to strengthen the creative and colouring category. As education evolves, creativity needs to become central to how children learn and develop. With Crayola’s global leadership and Luxor’s reach, our focus is to expand access to trusted creative tools across Indian homes and classrooms.”
As part of the collaboration, products under the Luxor Crayola range will be manufactured in India, marking a shift in the brand’s global strategy. The co branding also represents the first time Crayola has adopted a sub branding approach, indicating a long term commitment to the Indian market.

The products will be available nationwide across e commerce platforms, quick commerce channels and retail outlets, ensuring wide accessibility.
The partnership highlights how companies in the education and consumer goods sectors are aligning around creativity driven learning, combining global product expertise with local manufacturing and distribution capabilities.

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