Silver Oak diary for Rs 57,000

Not only Silver Oak, even the other diaries sold by the company under the Nightingale brand are unique and premium-priced. "We want Nightingale to be an aspirational brand for the people," says Balasubramanian. The company sells 264 varieties of diaries.

For 2004, Srinivas Fine Arts has brought out a fashion diary targeting the fashion designers. The diary also makes a fashion forecast for spring summer 2004 including women''s and men''s wear and makeup. The company is also the first one to bring out diaries based on religion (Hindu and Christian diaries) and also customised diaries for professionals like doctors, engineers and managers.

Targeting an export revenue of Rs 30 crore this year, Srinivas Fine Arts has got an export order of Rs 1.5 crore from France for diaries. Balasubramanian says the trend in the domestic market is good. Domestic sales are expected to be in the region of Rs 30 crore this fiscal. On the drawing boards is a diary based on the fiscal year (April to March).

According to Balasubramanian the company is also in the customised notebook segment catering to high-profile businesses, engineering college and premium schools. "We design and customise the notebooks subject-wise after researching the user/student needs. It also helps the educational institutions to differentiate themselves from others."

Like the diaries, Nightingale notebooks are also princely priced — starting from Rs 80 and going up to Rs 600. Film stars, while donning a college student role, like to carry Nightingale notebooks. The company is also planning to launch a mid-segment brand next year.