ITC's Classmate bets on premiumisation and digital play to stay relevant in screen-first India
Facing a price-sensitive Rs 16,500 crore stationery market and rising screen-based learning, ITC's Classmate is leaning on premiumisation, QR-linked eduGAMES aligned to NEP 2020, and omnichannel distribution backed by ITC's paper sourcing to defend relevance.
ITC's Classmate stationery brand pushes premiumisation and digital integration (eduGAMES, QR codes aligned to NEP 2020) to stay relevant amid screen-based learning, leveraging ITC paper sourcing and omnichannel distribution across a price-sensitive Rs 16,500 crore market.
Why this matters
Extends Classmate's recent playbook of QR-code eduGAMES and omnichannel expansion, now paired with premiumisation and NEP 2020 alignment to counter digital-classroom threats to stationery demand.
Retail-brand signals are accelerating, up 285,300% QoQ.