ITC Classmate bets on premiumisation and digital tools to stay relevant in screen-first India
ITC's stationery brand deploys eduGAMES, QR codes and an omni-channel push across general trade, modern retail, e-commerce and quick commerce to defend share in a price-sensitive Rs 16,500-crore market shifting toward screen-based learning.
What happened
ITC Classmate · ITC's Classmate stationery brand pursues premiumisation and digital-first tools (eduGAMES, QR codes) via an omni-channel strategy across general
Key facts
- Rs 16,500 crore stationery market
- FY25 FMCG revenue Rs 21,981 crore
- Classmate consumer spends over Rs 1,000 crore
- launched 2003
- 11 interactive challenges
Why this matters
ITC's move to bolt interactive digital tools onto a legacy stationery brand points to appetite for edtech and interactive-learning assets that extend Classmate beyond paper.
What to watch
- Back-to-school quarter volume vs value growth split
- QR/eduGAMES active-user and repeat-scan metrics
- Competitor (Navneet, Sundaram, local) pricing and digital responses
- Quick-commerce stationery attach rates and margin pressure
- State-level tablet/digital-classroom adoption data
- Expand eduGAMES challenge library and tie QR content to a data-capture/loyalty loop
- Deepen quick-commerce SKU presence ahead of back-to-school seasonality
- Launch premium sub-line (art supplies, geometry, planners) to raise basket value
- Pursue edtech or content partnerships to hedge against paper decline