Why DOMS is going all in on YouTube, with 3+ million subs to show for it

As children increasingly turn to YouTube for entertainment and education, traditional stationery brands are reshaping their marketing strategies to compete for attention on digital platforms. DOMS India has emerged as a frontrunner in this transformation, building one of the category's largest content marketing operations to engage its primary audience where they spend most of their time.

Speaking to afaqs!, Saumitra Prasad, chief marketing officer at DOMS India, details the brand's multi-faceted strategy that combines high-frequency content creation, continuous product innovation, and strategic category expansion to maintain market position in an increasingly crowded sector.

Daily content strategy drives digital engagement

DOMS has positioned itself as a content-first brand, producing daily YouTube videos to maintain consistent consumer touchpoints. This approach has resulted in over 3.2 million subscribers, with the platform serving as the primary channel for product introductions and brand storytelling.

"Every day, there is new content which showcases one of our exciting products, and more importantly, demonstrates what children can do with the product. We ensure that parents have satisfaction that children are consuming content which is good for them, as we provide meaningful and purposeful content about art and stationery while educating and engaging them," Prasad explains. The strategy addresses the dual challenge of engaging children while reassuring parents about content quality and educational value.

The brand's digital focus reflects a broader industry shift away from traditional television advertising, particularly as children's media consumption patterns increasingly favour online platforms. This transition has become essential for brands seeking to maintain relevance with target demographics whose attention spans and engagement preferences differ significantly from previous generations.

Product innovation as competitive strategy

Central to DOMS' market approach is an aggressive product development cycle, with the brand introducing six to seven new products monthly across various stationery categories. This innovation velocity serves both to maintain consumer interest and differentiate the brand in a market populated by established legacy players.

"We keep innovating, and our every innovation is superior to the previous one. We are able to sustain the interest of children for a very long time, I would say forever, because we never stop innovating. That's one big reason why children always look at DOMS to see what's new," Prasad notes. The strategy recognises that children's product loyalty patterns require constant renewal through novelty and enhanced functionality.

The brand's product portfolio spans traditional categories including pencils, colours, and geometry sets, while recent expansion into pens represents strategic diversification aimed at capturing older student segments. This category extension leverages existing brand equity while addressing natural consumer progression as children advance through educational stages.

Market positioning in competitive landscape

Operating in a market dominated by established legacy brands, DOMS entered the stationery sector in 2006 as a relative newcomer. The competitive environment includes numerous players such as Hindustan Pencils (notably the brands Nataraj and Apsara) and Kokuyo Camlin, across different price segments and product categories, requiring differentiated positioning strategies.

As per the company's latest financial results, DOMS India's revenue from operations stands at Rs 1,912 crore, up 24% compared to the previous year.

Rather than direct competitive benchmarking, DOMS focuses on internal excellence metrics and continuous improvement cycles. "More than looking at competition, we focus on looking at our own products and innovating to bring out better products every time. We don't try to benchmark competition because if we keep striving for excellence in making our products and communication superior, we are moving towards excellence," Prasad explains.

The brand's manufacturing capabilities provide operational advantages, with end-to-end production enabling quality control and cost management across product lines. This vertical integration supports competitive pricing strategies while maintaining product quality standards.

Art education as category expansion

DOMS has identified art education as a growth opportunity, developing initiatives that extend beyond traditional stationery applications. The DOMS Art League, a monthly online competition, engages consumers through creative participation while building brand community.

The programme addresses traditional competition limitations by rewarding all participants rather than only winners, creating inclusive engagement opportunities. "We reward every child for participation because competitions generally reward winners, who are typically 1% of total participants, and 99% of participants are forgotten," Prasad notes.

Physical expansion includes partnerships with Kidzania for DOMS painting studios across Mumbai, Delhi, and Dubai, creating experiential touchpoints that strengthen brand connections beyond product transactions.

Distribution strategy and market reach

The brand operates through established distribution networks, reaching approximately 140,000 outlets directly through a super stockist model. This approach leverages traditional retail infrastructure while the brand explores emerging opportunities in e-commerce and quick commerce channels.

Market presence is strongest in northern regions including Delhi, Uttar Pradesh, Maharashtra, and Gujarat, with expanding influence across other Indian markets. International operations span 50+ countries, demonstrating scalability beyond domestic boundaries.

"We are a pan India brand and globally we are in 50 plus countries," Prasad observes, highlighting the brand's geographic diversification strategy.

Consumer behaviour evolution

DOMS' strategy acknowledges changing dynamics in purchase decision-making, where children increasingly influence household buying decisions beyond their immediate product categories. This shift requires brands to develop communication strategies that appeal to both child users and parent purchasers.

"The current children have been very articulate, so we never fall short of delighting this child consumer," Prasad explains. The approach recognises that successful engagement requires understanding both demographic segments' distinct needs and preferences.

The brand has also identified growing adult engagement with art and hobby products, particularly following COVID-19 lockdowns when recreational activities gained prominence. This trend expansion creates additional market opportunities beyond traditional school-age demographics.

DOMS also aims to maintain competitive pricing strategies targeted at accessibility across consumer segments while leveraging manufacturing efficiencies to deliver value propositions. The gifting category has emerged as a particular strength, with product bundles becoming popular for various occasions, Prasad reveals.

"We ensure that our products not only have outstanding quality but also a pricing advantage that we can pass on to consumers," Prasad notes. This approach targets broad market penetration rather than premium segment positioning.

Future growth drivers

The brand identifies significant expansion potential in the Indian market, where per capita stationery consumption remains below developed market levels. Category penetration opportunities exist across both traditional products and newer segments, as per Prasad.

Product innovation continues as a primary growth driver, with development focused on superior functionality and enhanced user experience. 

Content marketing investment will likely continue as digital platforms maintain importance in consumer engagement strategies. The daily content creation model represents an ongoing commitment to consistent brand presence across digital touchpoints.