ITC Classmate bets on pens, art supplies and eduGAMES to stay relevant in digital-first India
ITC's stationery brand leans on its Bhadrachalam paper mill and diversifies into pens, art supplies and digital eduGAMES, selling across general trade, modern retail, e-commerce and quick commerce as it navigates price-sensitivity and premiumisation in a Rs 16,500 crore market.
ITC's Classmate stationery brand pursues relevance in a digital-first India, leveraging ITC's Bhadrachalam paper mill, expanding into pens, art supplies, digital eduGAMES, and selling via general trade, modern retail, e-commerce and quick commerce amid price-sensitivity and premiumisation challenges.