ITC’s Classmate builds an omnichannel play to stay relevant beyond the notebook
Classmate is widening categories, leveraging ITC’s paper supply chain and adding QR-led learning through eduGAMES Infinity as it seeks share in India’s Rs 16,500 crore stationery market amid digital-classroom disruption.
ITC’s Classmate is pursuing stationery-market share through omnichannel distribution, wider product categories and QR-enabled learning content. The brand leverages ITC’s paper supply chain but faces price-sensitive regional competition and long-term disruption from digital classrooms.
Why this matters
The move extends Classmate’s recent QR-learning and school tie-up push, following signals on adding QR learning to notebooks and expanding beyond notebooks through omnichannel reach.
Omni-channel is steady, with 1,569 signals in the past 90 days; no QoQ change figure was provided.