How DOMS Built a 3 Million YouTube Empire by Turning Stationery into Daily Entertainment

In a world where kids no longer wait for cartoons on television and parents look for value in everything their children consume, DOMS India has found the perfect middle ground. The stationery brand has gone all in on YouTube, creating daily videos that combine learning, fun, and product storytelling. With more than 3.2 million subscribers, DOMS is now leading one of India’s most effective content marketing strategies in the stationery space.

Saumitra Prasad, Chief Marketing Officer at DOMS India, explains how the brand’s decision to publish content every day is not just about visibility. It is about becoming a part of the daily routine of kids and building trust with parents. The videos do more than showcase the products. They show children how to use them creatively, building both curiosity and confidence in young minds. This dual focus has turned YouTube into the brand’s biggest distribution channel, not just for products, but also for imagination.

The brand has made innovation a habit, introducing six to seven new products every month. Each item is designed to improve on the last, keeping young users excited and engaged. From colourful pencils to geometry sets and pens, DOMS ensures that there is always something new to explore. Their recent move into pens marks an effort to reach older school kids while still holding the attention of their younger fans.

DOMS may have entered the market as a challenger brand in 2006, but today it stands tall among legacy giants like Nataraj and Camlin. With a revenue of over 1900 crore and operations in more than 50 countries, DOMS is no longer just a local stationery name. It is a global player with deep roots in Indian households.

Rather than chasing competition, the brand focuses on self-improvement. Every product is designed, manufactured, and distributed by DOMS itself. This vertical integration not only ensures quality but also gives the brand an edge in pricing. With distribution reaching over 140,000 outlets in India and presence across key regions like Delhi, Maharashtra, and Gujarat, DOMS has built a powerful retail network.

Beyond products, the brand is also nurturing creativity. Initiatives like the DOMS Art League bring children into a space of participation where everyone is appreciated. DOMS has also partnered with Kidzania to launch experiential painting studios, helping kids form memories around art and colour.

As children gain more influence over household purchases, DOMS is positioning itself as a brand that understands both the emotional and practical needs of its users. The content appeals to the curiosity of kids, while the innovation and pricing win over parents. Even adults are beginning to engage with DOMS through hobby products and gift sets that have become popular in the post-pandemic world.

The brand’s success proves that when traditional businesses meet digital thinking, transformation is not only possible but scalable. With fresh content every day, endless product improvements, and a strong eye on both physical and digital expansion, DOMS is painting a new picture of what a stationery brand can be.

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