ITC's Classmate bets on omni-channel and digital play to stay relevant in a screen-first India
Classmate, ITC's over Rs 1,000 crore stationery brand launched in 2003, is pushing digital integration—eduGAMES, QR puzzles aligned to NEP 2020, and 11 interactive challenges—while navigating premiumisation limits in a price-sensitive Rs 16,500 crore market.
ITC's Classmate brand pursues omni-channel growth and digital integration (eduGAMES, QR puzzles aligned to NEP 2020) to stay relevant amid screen-based learning, while facing premiumisation challenges in price-sensitive rural stationery markets.
Why this matters
Continues Classmate's recurring digital-first strategy, echoing prior moves on premiumisation, QR-code eduGAMES, and omni-channel integration to counter screen-first competition.
Retail-brand signals are accelerating, up +293400% QoQ.