ITC Classmate leans on QR-linked games and quick commerce to stay relevant in digital-first India
Facing a price-sensitive, digitally shifting Rs 16,500 crore stationery market, ITC's Classmate brand is layering 11 interactive QR challenges onto notebooks and pushing D2C via classmateshop.com and quick commerce. Parent ESPB posted Rs 21,981 crore FY25 revenue, with Classmate driving roughly Rs 1,000 crore in consumer spends.
ITC's Classmate brand, part of its FMCG stationery arm, pushes digital integration (QR-linked games) and D2C/quick commerce expansion while navigating India's price-sensitive, digitally shifting stationery market.