ITC's Classmate fights for relevance in digital-first India amid Rs 16,500-crore stationery market
Classmate, launched in 2003 and backed by ITC's Bhadrachalam mill, is expanding beyond notebooks into pens and digital tools like eduGAMES with 11 interactive challenges, while distributing across general trade, modern retail, e-commerce and quick commerce to counter digital-classroom shifts.
ITC's Classmate navigates a Rs 16,500 crore paper stationery market amid digital-classroom shifts, leveraging ITC's Bhadrachalam mill, expanding into pens and digital tools like eduGAMES, and selling via general trade, modern retail, e-commerce, and quick commerce.
Why this matters
Classmate is diversifying beyond its core notebook business into pens and digital learning tools, signaling a defensive pivot as digital classrooms threaten traditional stationery demand.
Retail-brand signals steady at 2521 over the last 90 days.