ITC's Classmate fights digital-classroom threat with QR-linked eduGAMES and premiumisation
In a Rs 16,500 crore paper-stationery market, ITC's Classmate leans on omni-channel retail, its Bhadrachalam paper mill and 11 interactive challenges to stay relevant as screen-based learning rises. Consumer spends now exceed Rs 1,000 crore against ITC's FY25 FMCG revenue of Rs 21,981 crore.
ITC's Classmate brand navigates a Rs 16,500 crore paper-stationery market amid digital-classroom shifts, leveraging omni-channel retail, ITC's Bhadrachalam paper mill, QR-linked eduGAMES, and premiumisation efforts while facing price-sensitive regional competition and screen-based learning threats.