From back to school necessity to relaxing hobby: How India began embracing stationery

As I walked into the enclosure hosting Delhi’s 24th Stationery Fair on a rainy Sunday afternoon, I was transported to a world of colourful chaos. The place was packed with people exploring a world of arts and crafts under bright fluorescent lights. Artists eyed blank canvases, excited children thumbed through spiral-bound notebooks, and parents haggled over back-to-school supplies—all familiar sights at a stationery fair.

A few stalls down the line, a watercolour artist enraptured her audience with a demonstration. “We want people to engage with our in-house artists, test our products in real time, and spread the word,” said Himanshu from Staedtler’s marketing department. For the German brand, participating in such fairs helps connect with the audience.

However, Himanshu observed a trend: while sales of colouring materials have risen steadily over the past three to four years, participation in stationery fairs is declining. “There are too many distractions—stalls selling food or home décor items take the focus away from stationery,” he said.

Some attendees echoed this sentiment. Ram, a UPSC aspirant, and his friend Nikita, an author, admitted they came primarily for the book fair, and the stationery stalls were a plus. “Not many know about the stationery fair specifically. Even though prices here are lower than in the market, the quality varies. If it were better advertised, more people might attend,” they said.

They also pointed out how digital devices have reduced the use of traditional stationery. According to Ram, it’s easier and cheaper to buy supplies from local shops or online platforms, which makes attending fairs less appealing.

The 28th Delhi Book Fair and 24th Stationery Fair was held this year in Pragati Maidan, Delhi. (Photo: Ishika Roy)

Rajat Chopra, director of Evergreen, confirmed this shift. Many customers now prefer purchasing supplies from e-commerce platforms like Amazon and Flipkart. “The relevance of the book fair has gone down, but this year’s turnout is better than last. We haven’t reached pre-COVID levels, but participation is slowly recovering.”Despite the drop in footfall at stationery fairs, artist supply sales have surged, and it is driven by a new trend.

Lochan, the owner of HobbyCraft, explained that before COVID-19, stationery purchases were limited mostly to school supplies—pens, highlighters, and notebooks. But, the pandemic changed that. “During the lockdown, people were stuck at home and turned to creative outlets, leading to an increase in demand for hobby and artist supplies.”

This was evident at the fair. Nyssa, 14, a budding artist, was attending for the second year in a row. “Last year, the focus was more on writing. This year, I see a lot more artists,” she said. Her favorite part of the event? Watching live demonstrations, gathering tips, and drawing inspiration for her art. When asked if she follows trends on social media to pick out art supplies, Nyssa replied, “Quality matters more. At the end of the day, it’s the finished piece that counts.”

Chopra concurred. “People are paying attention to details like paper thickness and ink absorption. They don’t want ink bleeding through pages or marks on the back,” he said.

It is also interesting to note that adult engagement with stationery is also rising, but in a different form. Colouring books for adults, for example, have become a popular tool for relaxation and stress relief.

Adult coloring books uniquely combine structure and creativity, offering a meditative experience. (Source: Freepik)

How do hobbies improve the well-being of adults?

Kruti Shah, psychologist at Mpower, said that immersing oneself in creative activities induces a state of “flow,” a psychological state of full immersion and focus that temporarily relieves stressors and anxieties. This flow state promotes mindfulness, reducing psychological distress.

For example, adult colouring books combine structure and creativity, offering a meditative experience. According to Shah, colouring within predefined patterns calms the mind, reducing anxiety.

“As a psychologist, I’ve seen colouring provide a safe entry point into creative expression, especially for those intimidated by open-ended artistic activities. The structured designs comfort individuals, fostering creativity while promoting control,” she said.

According to her, incorporating creative activities like adult colouring into daily routines promotes mental health, providing relaxation, emotional resilience, and personal growth. As a mental health professional, she shared that these tools help foster a balanced mind.

The evolution of India’s relationship with stationery—from a back-to-school necessity to a cherished hobby—reflects broader societal changes. As digital devices become more dominant, the role of stationery may be shifting, but its value in promoting creativity and well-being remains undeniable.

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