ITC's Classmate bets on QR-linked notebooks to stay relevant in digital-first India
Facing screen-based learning and a price-sensitive Rs 16,500 crore stationery market, ITC's Classmate pushes omni-channel growth and hybrid digital-physical products like eduGAMES QR notebooks with 11 interactive challenges, while navigating premiumisation hurdles in a regionally-dominated category.
ITC's Classmate stationery brand pursues omni-channel growth and digital-physical products (eduGAMES QR notebooks) to stay relevant amid screen-based learning, while facing premiumisation challenges in a price-sensitive, regionally-dominated Rs 16,500 crore market.
Why this matters
Extends Classmate's push on premiumisation and digital tools to counter screen-first learning, following prior moves to defend relevance in India's Rs 16,500-crore stationery market.
Retail-brand signals accelerating at +270600% QoQ.