ITC Brands in Paper and Other Category


This brand caters to stationery products, an industry that ITC entered in the year 2002. It offers products like notebooks, long books, drawing books etc. The target segment for ‘Classmate’ is the ‘school goers’. Recently the brand extended to launch a new range ‘Classmate Fun N Learn’ which targets the children segment. Recently under the classmate brand ITC has launched branded pens in selected markets. One of the tools to promote the brand is ‘Classmate Young Author & Artist Contest’ which is successfully running for last five years. The tagline for the brand is: ‘Inspiring Young Minds’ aptly pointing out the target segment for the brand.


This ITC brand also caters to stationery products. But while ‘Classmate’ caters to the target segment of ‘school goers’, ‘Paperkraft’ targets ‘college students and executives’. Consistent with the target segment above ad depicts a college-goer using ‘Paperkraft’ product. The tagline of the brand is: ‘The Power of You’.


This is another ITC brand in the stationery segment but this caters to the greetings card category. The tagline for the brand is ‘If it’s in your heart, it’s on the cards.’ The website of this brand seems to have rather less content and not as good as other ITC sites mentioned earlier and seems not being updated with latest content. ITC also has a range of aromatic candles under ‘Expressions’ brand name.


It’s the ITC safety matches brand. The tagline for the brand is: ‘Ultra Slim Matchbox’ – so the focus is on the functional attributes of the product only. ITC sources the product from small-scale sector and uses its marketing and distribution strength to bring the product to the consumers. ITC has many other brands in the segment like: ‘i Kno’, ‘Aim Mega’ and ‘Aim Metro’. But still the product is quite undifferentiated and till date being considered as a commodity.


It is the agarbattis (incense sticks) brand from ITC stable. The business model for this is quite similar to AIM in the sense that these are also sourced from small scale sector and ITC markets and distributes the product. The tagline for the brand is: ‘Poori ho nirmal prarthna’ or ‘Ensuring Purity in Prayer’.


ITC is the market leader in this segment with many top brands like: Insignia, India Kings, Classic, Gold Flake, Silk Cut, Navy Cut, Scissors, Capstan, Berkeley, Bristol and Flake. Advertising for cigarettes is prohibited in India as per the legal rules.

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About Dr. Angshu

Dr. Angshu is the founder and owner of TNMG: The Next Marketing Guru. He is a PhD and MBA in Marketing from XLRI Jamshedpur. Currently he is leading large scale marketing, research & analytics projects as part of Strategy & Insights team at Star India, India’s no. 1 Media & Entertainment company. In his last job, he was heading Consumer Insights function for Spice Group. Earlier he has worked for Wipro Technologies and managed IT projects for marketing division of a Fortune 100 company. Dr. Angshu is a Visiting Professor at XLRI and IMT Ghaziabad. He has published multiple research papers on marketing, social media and luxury consumption. Recently he has published a book titled “Influence 2.0: How Social Media WOM Influences You" published by reputed international publishing house Lambert Publishing. Other than work and academics, he is a social media addict, big foodie and amateur pianist. You can contact him by: Gmail | Facebook | LinkedIn

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