After the Parker Pen Company discontinued its partnership with the TTK in 1943, they needed someone to handle its Indian subsidiary.
The Chellaram family, who already traded in Parker products in west Africa, were asked to takeover operations in India.
Chelpark promoted its brand primarily through on-ground advertising, including school essay contests, teacher demonstrations and campus activities.
[3] After the Chellaram family acquired the majority shares, the business was rebranded as "Chelpark Company Limited".
[10] According to Harish Bijoor, a brand expert, Chelpark's success is often attributed to the quality of its ink and pen nibs.