ITC's Classmate bets on premiumisation and QR-code eduGAMES to stay relevant in digital-first India
ITC's Classmate is pursuing an omni-channel play across trade, e-commerce and quick commerce while layering NEP 2020-aligned digital features onto its notebooks. The brand navigates a Rs 16,500 crore market amid price-sensitive regional rivals and screen-based learning headwinds.
ITC's Classmate stationery brand pursues premiumisation and digital integration (eduGAMES QR codes aligned to NEP 2020) via an omni-channel strategy across trade, e-commerce and quick commerce, while facing price-sensitive regional competition and screen-based learning headwinds.
Why this matters
Continues Classmate's recent pattern of pairing premiumisation with digital, QR-linked eduGAMES and omni-channel moves to counter screen-first learning shifts in India.
Retail-brand signals are accelerating, up +288500% QoQ.