ITC's Classmate bets on premiumisation and QR-linked eduGAMES to stay relevant in digital-first India
The stationery brand pursues an omni-channel push across trade, e-commerce, quick commerce and D2C while layering NEP 2020-aligned digital tools onto a Rs 16,500 crore paper stationery market. Classmate navigates price-sensitivity with premiumisation and 11 interactive challenges.
ITC's Classmate stationery brand pursues premiumisation and digital tools (QR-linked eduGAMES aligned to NEP 2020) via an omni-channel strategy spanning trade, e-commerce, quick commerce, and D2C, while navigating a price-sensitive, digitising Indian market.
Why this matters
Continues Classmate's push to fight the digital-classroom threat, expanding into pens and art supplies while adding QR-linked eduGAMES and premiumisation for relevance in digital-first India.
Retail-brand signals are accelerating, up +282100% QoQ.