ITC Classmate blends QR learning with wider omnichannel stationery reach

ITC’s Classmate is expanding beyond notebooks through new stationery categories, QR-led learning content and distribution across general trade, modern retail, e-commerce, quick commerce, D2C and schools as it targets relevance in hybrid education.

— FiledSat, 19 Sept, 2026, 16:04 IST·First seen Sat, 19 Sept, 2026, 16:03 IST·Source Financial Express (via Wayback)

What happened

ITC Classmate · ITC’s Classmate is broadening stationery categories and embedding QR-led digital learning to stay relevant amid hybrid education. The brand uses

Key facts

  • Classmate launched in 2003
  • India paper-based stationery market valued at Rs 16,500 crore
  • FY25 ITC FMCG revenue: Rs 219.81 crore
  • Classmate consumer spends exceeded Rs 1,000 crore
  • eduGAMES Infinity offers 11 interactive challenges

Why this matters

Classmate’s strategy creates partnership and acquisition potential in edtech content, school-distribution platforms and adjacent stationery brands that can accelerate its learning ecosystem and category expansion.

What to watch

  • Reported QR scan rates, repeat scans and conversion from content users to repeat stationery purchases.
  • Expansion of Classmate's share in pens, art materials, office supplies and other non-notebook categories.
  • Number and depth of school partnerships, including whether teachers actively assign QR-linked content.
  • Quick-commerce availability, delivery-time positioning and share of back-to-school or exam-season sales.
  • Evidence of D2C account creation, loyalty enrollment and first-party data capture.
  • Competitive responses from Navneet, DOMS, Cello, Reynolds and low-cost regional stationery brands.
  • Any move by ITC to combine Classmate with broader education, digital content or FMCG loyalty ecosystems.
  • Bundle QR learning modules with subject-specific notebooks, exam-prep stationery kits and seasonal back-to-school packs.
  • Use school partnerships to pilot teacher dashboards, classroom challenges and parent opt-ins that convert QR scans into permissioned first-party data.
  • Prioritize quick-commerce SKUs for urgent replenishment items such as pens, notebooks, exam supplies and project materials.
  • Create channel-specific assortments and pricing guardrails to avoid D2C, marketplace and general-trade conflict.
  • Extend the platform into loyalty, rewards and personalized recommendations rather than limiting QR codes to one-time content access.
  • Acquire or partner with curriculum-aligned content creators to improve relevance and reduce the burden of building learning content in-house.