ITC Classmate spotlights relevance in digital-first India
ITC’s stationery brand Classmate is featured in a BrandWagon discussion on how brands can remain relevant as consumer behaviour shifts in a digital-first India.
What happened
ITC Classmate · ITC’s stationery brand Classmate is featured in a discussion on staying relevant with consumers in a digital-first India.
Why this matters
Classmate’s strategy may create partnership opportunities with edtech, creator platforms and youth-focused digital communities that connect physical writing with digital learning habits.
What to watch
- New Classmate product launches in planners, premium notebooks, sustainability or personalization.
- Growth in creator-led study, journaling or handwriting campaigns.
- Back-to-school advertising intensity and retailer shelf expansion.
- Quick-commerce and e-commerce assortment, bundling and discount activity.
- Competitor moves from Navneet, Kokuyo Camlin, regional stationery brands and private labels.
- Signals of school, coaching and college demand shifting toward hybrid study tools.
- Launch campaigns linking handwriting, focus and creativity with digital-first study routines.
- Increase collaborations with student creators, educators and productivity communities.
- Expand differentiated formats such as sustainable paper, personalized covers, planners and exam-focused products.
- Use marketplace and quick-commerce bundles to capture back-to-school and examination-season demand.
- Tie digital activations to measurable retail conversion through QR-led offers, loyalty and localized assortment.