Archive · 19 Jun 2025
ITC's Classmate Adapts to India's Changing Stationery Market
Classmate is a stationery brand by ITC that started in India in 2003.
They want to be a big name in a market where lots of small companies sell notebooks and pens.
Classmate makes its own paper and is trying to be eco-friendly.
They're also adding fun digital stuff like games you can play by scanning a code on your notebook to make learning more fun.
They have a wide range of products and are available almost everywhere.
But it's still tricky because many people care most about low prices and some prefer digital learning over notebooks.
ITC's Classmate brand launched in 2003 to compete in the unorganized Indian stationery market.
Classmate is part of ITC's Education and Stationery Products Business, contributing to the FMCG segment.
The brand focuses on quality, sustainability, and integration with digital tools, such as QR codes.
Classmate has expanded its product range and introduced programs like eduGAMES Infinity and the All-Rounder Programme.
The stationery market remains price-sensitive, with regional players dominating rural and semi-urban areas.
- Who
- ITC and its Classmate brand.
- What
- ITC's Classmate brand is adapting to the evolving stationery market.
- When
- Classmate launched in 2003.
- Where
- India
- Why
- To remain competitive and relevant in a changing market landscape.
Market Dynamics
Consumer Trends
Market Competition
Market Dynamics
ITC is focused on premiumization and brand loyalty.
Consumer Trends
Regional players prioritize affordability to capture rural markets.
- Company
- ITC
- Brand
- Classmate
- Launched
- 2003
- Primary Business
- Education and Stationery Products
- Parent Division
- ITC's FMCG segment
- Key Feature
- eco-friendly paper and digital integration
- Initiatives
- eduGAMES Infinity, All-Rounder Programme