ITC's Classmate bets on premiumisation and digital tools to stay relevant in screen-first India
Classmate pursues an omni-channel push with eduGAMES and QR-linked puzzles aligned to NEP 2020, targeting a Rs 16,500 crore market as screen-based learning threatens paper stationery. ITC's FMCG revenue hit Rs 21,981 crore in FY25.
What happened
ITC Classmate · ITC's Classmate stationery brand pursues premiumisation and digital tools (eduGAMES, QR-linked puzzles aligned to NEP 2020) via an omni-channel
Key facts
- Rs 16,500 crore market
- Rs 21,981 crore FY25 FMCG revenue
- Rs 1,000 crore consumer spends
- 11 interactive challenges
- launched 2003
Why this matters
The QR-puzzle and eduGAMES pivot signals appetite for ed-tech capabilities Classmate lacks organically, making NEP 2020-aligned digital learning startups and content platforms attractive bolt-on or partnership targets.
What to watch
- Classmate premium mix as a share of stationery revenue in quarterly disclosures
- eduGAMES active-user and retention metrics if published
- Competitor moves from Navneet, Camlin, or edtech players into hybrid formats
- NEP 2020 implementation pace affecting school stationery procurement
- Back-to-school seasonal volume trends versus prior year
- Roll out premium SKU tiers through modern trade and e-commerce ahead of the academic buying season
- Partner with edtech or content firms to populate eduGAMES rather than build in-house
- Test QR-linked freemium content to capture first-party student/parent data
- Bundle stationery with digital-learning promotions to defend against pure paper substitution