In terms of diversification and how Atlas has embraced this market tool, it’s clear from their wide variety of products that’s available that they have embraced the horizontal diversification strategy. Starting with lead pencils priced at 2-5 Rupees per unit, it was the go to affordable pencil for everyone in the island and today they have expanded their product range from pencils to staplers, files and folders and even painting tools. This report will thoroughly identify the aspects of horizontal diversification of Atlas (Pvt) Ltd and analyze the SWOT, PESTEL, 5 force analysis etc in order to get a better understanding of how the company has succeeded by following this strategy.