ITC's Classmate bets on omni-channel and digital tools to stay relevant in India's stationery market
Facing a price-sensitive Rs 16,500-crore stationery market and premiumisation pressures, ITC leans on Bhadrachalam paper integration, omni-channel distribution, and digital plays like eduGAMES. Classmate, launched in 2003, now draws consumer spends of over Rs 1,000 crore.
ITC's Classmate navigates a digital-first India, leveraging omni-channel distribution, ITC's Bhadrachalam paper integration, and digital tools like eduGAMES to stay relevant in a Rs 16,500-crore price-sensitive stationery market facing premiumisation challenges.
Why this matters
Classmate, ITC's stationery brand since 2003, now pivots toward omni-channel reach and digital tools to defend share in a price-sensitive market facing premiumisation pressure.
Retail-brand signals steady with 2,563 signals in the last 90 days.