Classmate's hybrid-learning, omnichannel play resurfaces a June 2025 move
ITC's Classmate paired QR-enabled notebooks and gamified learning content with school programmes back in June 2025, distributing through general trade, modern retail, e-commerce, quick commerce, D2C and institutions to stay relevant in digital-first India.
What happened
ITC’s Classmate is expanding its hybrid-learning proposition through QR-enabled notebooks, gamified content and school programmes while leveraging ITC paper
Key facts
- 2003
- Rs 16,500 crore
- FY25
- Rs 219,81 crore
- Rs 1,000 crore
- 11 interactive challenges
- NEP 2020
- June 19, 2025
Why this matters
Education-content, edtech and school-network partnerships could help Classmate scale its QR-enabled learning proposition faster while creating differentiated omnichannel engagement beyond notebooks.
What to watch
- Evidence of repeat QR scans per notebook rather than one-time activation rates.
- Number, duration and renewal rate of school and institutional partnerships.
- Launch of curriculum-aligned content for CBSE, ICSE and state boards.
- Quick-commerce assortment expansion, back-to-school bundles and stock-out frequency.
- Competitor launches of QR-enabled notebooks, edtech partnerships or licensed learning content.
- Changes in child-data privacy rules, school policies on digital tools or parent concerns about screen exposure.
- Whether QR engagement translates into premium pricing, higher repeat purchase or measurable share gains.
- Build grade- and board-specific QR learning journeys tied to exam calendars rather than generic gamification.
- Use QR registration and consent-led parent engagement to create a first-party audience for replenishment, bundles and school-season offers.
- Bundle notebooks with pens, art materials and study planners across D2C, quick commerce and modern retail to increase basket size.
- Create school dashboards, teacher toolkits and inter-school challenges that make institutional adoption more durable.
- Use ITC's paper ecosystem to position QR-enabled books as both learning-enhancing and responsibly sourced.
- Protect the proposition with child-data safeguards, low-data access and multilingual content to avoid privacy, accessibility and screen-time backlash.