ITC Classmate - How it achieved a 25% market share!

The year was 𝟮𝟬𝟬𝟯, ITC Limited faced the ultimate marketing challenge - building a new BRAND.

After setting up its Paperboards unit for packaging of cigarettes, ITC launched Classmate & become India's largest.

How did Classmate achieve a 25% market share in a majorly unorganized 16000 Cr stationery segment?