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Stationery Sector in Indonesia

Indonesia has become a priority country for stationery manufacturers and distributors around the world. 

  • The global market for writing instruments or stationery is expected to reach US$19.43 billion in 2015.
  • In developing countries such as Indonesia, Thailand and the  Philippines, this is a target industry.
  • In 2013, the writing instruments market in Indonesia was expected to grow by 9% to US$0.21 billion.
  • Indonesia’s stationary portfolio ranges from the least expensive to the most exclusive and expensive products, such as luxury writing instruments and stationery, which are imported.
  • Indonesia is a major exporter for HS heading 9606 (pencils, crayons, pencil leads, pastels, drawing charcoals, writing or drawing chalks)

Sales of Stationery Industries (in thousand US$)

Exporting country 2008 2009 2010 2011 2012
World 1,066,176 947,732 1,150,175 1,311,953
China 322,26 306,428 399,188 464,839 472,212
Germany 162,032 122,925 138,077 150,487 143,612
Indonesia 51,996 48,283 63,671 88,634
Brazil 59,726 50,46 60,462 67,568 70,722
Mexico 26,925 24,744 38,753 54,443 59,254
France 47,185 40,739 47,377 50,431 47,789

Source: International Trade Centre (2012)

Indonesia has become a priority country for stationery manufacturers and distributors around the world. More and more people looking for new design trends and brands, quality, and added features.

The larger players in the market sell their products in specialized stationery and book stores, as well as in supermarkets in major business centers, which are very popular among Indonesians, who enjoy shopping.

Paper and related products are gaining demand tremendously, making this a market with great potential. In developing countries such as Indonesia, Thailand or the Philippines, is this is a major target industry. With continuing development of the educational systems, which goes along with the economic trends in these countries. The potential market for stationery has become very  attractive.

E-commerce sales (read: how to open an ecommerce company in Indonesia) in this area have as-yet undiscovered potential because sales are affected by limited internet access in urban areas. Currently, retail sales are nearly the sole means of distribution.

It should be noted, however, that due to the growing economy, falling prices, the greater availability of electronics, and long-term increases in average income, as well as the growing middle class, this channel will develop rapidly and must be taken into account.  Indonesia’s stationary sector ranges from the least expensive, unbranded products manufactured by local factories, to very exclusive and expensive products that are imported, such as luxury stationery and writing instruments, which is dominated by ballpoint and fountain pens.

Apart from personal use, people often give often luxury writing instruments as gifts to business partners, friends and family members. Luxury brand writing instruments are given to reflect the value of the gift rather, than its functionality.  In 2013, the market for writing instruments was expected to grow by 9% to US$0.2 billion. Faber-Castell is a well-known brand that continues to  hold a sizable share of the market at 16 percent in 2012.

Continue reading…

Education in Indonesia

Mystery shopping


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