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The case study discusses in detail the various marketing mix elements employed by Luxor Writing Instruments Private Limited (LWIPL) to become one of the leading companies in the writing instruments industry in India. It traces the growth of the pen industry in India and examines its future trends. The case study also discusses the leading players in the pen industry in India and the strategies adopted by them to gain a larger share of the market. The case is designed to enable students to: (1) understand the competitive structure of the pens industry in India; (2) learn about the marketing strategies adopted by LWIPL to become a major player in the pens industry; (3) analyse various marketing mix elements adopted by LWIPL to gain a leadership position in the pens industry in India; (4) examine the ability of LWIPL to maintain its market share in future with the rising competition in the industry; and (5) discuss the rationale behind LWIPL''s decision to diversify into unrelated areas. The case is targeted at MBA/PGDBA students and is part of the marketing curriculum. The teaching note does not contain an analysis of the case.