DOMS Industries shifts retail strategy with experiential marketing approach. The stationery company set up an interactive booth at Mumbai Kids Expo allowing children to directly engage with products rather than viewing them behind glass. This hands-on activation drew significant crowds and social media attention across both event days. DOMS Chief Marketing Officer Saumitra Prasad emphasized the brand's pivot toward experiential retail, moving beyond traditional transactional models to build deeper consumer participation and brand loyalty among younger audiences. The strategy positions stationery products as creative development tools rather than functional items. DOMS operates across 28 Indian states and 8 union territories with exports to over 55 countries, offering scholastic supplies, art materials, and craft products under multiple brand names including DOMS, C3, and ClapJoy.
