ITC's Classmate bets on QR-code eduGAMES and premiumisation to stay relevant in digital-first India
ITC's stationery brand Classmate integrates QR-linked eduGAMES into notebooks and expands into pens and art supplies, chasing premiumisation in a Rs 16,500 crore market while fending off price-sensitive regional rivals across general trade, modern retail, e-commerce and quick commerce.
ITC's Classmate stationery brand navigates a digital-first India, integrating QR-code eduGAMES into notebooks and expanding into pens and art supplies while facing premiumisation challenges from price-sensitive regional players across general trade, modern retail, e-commerce and quick commerce.
Why this matters
Continues Classmate's recurring push into omni-channel, digital play and premiumisation to stay relevant in a screen-first India, now anchored by QR-code eduGAMES and category expansion into pens and art supplies.
Retail-brand signals accelerating, up 293800% QoQ.