After writing instruments, timepieces and accessories, why did the brand diversify to jewellery?
Montblanc is primarily known as a masculine brand. Most of the time, our women clientele have bought gifts for husbands or friends. This was probably because they didn't find enough product variety for themselves. So we decided to introduce a feminine element into our creations to tap this potential segment.

Why was the 925 sterling silver rhodium plated theme chosen above other precious metals?
When introducing the jewellery line, our main aim was to make it more affordable to our women customers. The lines are in the price bracket of Rs. 5,000 to Rs. 25,000. We have given the creations a platinum coating so that it prevents the tarnishing process and the jewellery can be worn daily. In India where gold is a traditional choice, the brand has tried to bring a change with jewellery that can be worn with traditional and western outfits.

What are your expectations from the Indian market?
India is a very interesting market. Montblanc was one of the first brands in 1994 which brought the concept of luxury products. Today, we have a network of eight stores along with various authorised retail dealers. The brand has planned a long term innings here. Also, the country shares Montblanc's philosophy of culture, tradition and history. We are expecting an excellent retail business from here.

In terms of profitability and revenue, where do you rate the Indian market compared to the global stage?
If we were looking only at profits, we wouldn't be here as the cost of the business is very high in terms of cost of premises, taxes, etc. But we believe in the Indian market. The retail environment is on an upswing. We are here for long-term business and the Indian market is big in terms of size.

How do you intend to celebrate the 100th anniversary in 2006?
We are planning special products with new materials, which have never been used before for our writing instruments and jewellery. Also, there is an exciting year ahead with limited editions in watches, writing instruments to commemorate our 100 years. But the details will be unveiled only in the next year.

Does MontBlanc believe in the concept of brand ambassadors?
We always want our customers, products and the brand philosophy to be in focus. And this is why we don't work with ambassadors. Each of our client is an ambassador. What is important to us is that our consumers enjoy the brand, rather than looking at somebody else or copying somebody. Each of our patrons has their own personality and we respect this very much, which is why we believe in advertising only our products.

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