ITC Classmate bets on QR-linked eduGAMES and omnichannel push to stay relevant in digital-first India
The stationery brand, with consumer spends exceeding Rs 1,000 crore, is navigating a Rs 16,500 crore market via Bhadrachalam paper integration, 11 interactive challenges and distribution across general trade, modern retail, quick commerce and D2C, while wrestling with premiumisation in price-sensitive markets.
ITC's Classmate stationery brand navigates a digital-first India, leveraging its Bhadrachalam paper integration, QR-linked eduGAMES, and omnichannel distribution across general trade, modern retail, quick commerce and D2C while facing premiumisation challenges in price-sensitive markets.