ITC's Classmate fights for relevance in digital-first India with omni-channel push and NEP-aligned eduGAMES
Classmate, ITC's stationery flagship with consumer spends exceeding Rs 1,000 crore, is navigating digital-classroom shifts via QR-linked interactive learning, omni-channel retail, and Bhadrachalam paper sourcing, while battling premiumisation resistance in the Rs 16,500 crore market.
ITC's Classmate stationery brand aims to stay relevant amid digital-classroom shifts, using omni-channel retail, QR-linked eduGAMES aligned to NEP 2020, and ITC Bhadrachalam paper, while facing premiumisation challenges in a price-sensitive market.