ITC Classmate broadens beyond notebooks with digital learning and omnichannel reach
ITC’s Classmate is expanding into writing and art supplies while using QR-led eduGAMES content to stay relevant in hybrid learning. The stationery brand is extending distribution across general trade, modern retail, e-commerce, quick commerce, D2C and school partnerships.
What happened
ITC Classmate is expanding from notebooks into writing and art supplies while adding QR-led eduGAMES content. The brand leverages ITC’s paper supply chain and
Key facts
- Launched in 2003
- Paper-based stationery market valued at Rs 16,500 crore
- ITC FMCG FY25 revenue of Rs 219,81 crore
- Classmate consumer spends exceeded Rs 1,000 crore in FY25
- eduGAMES Infinity offers 11 interactive challenges
Why this matters
Classmate may be an attractive partner for edtech, school-distribution, quick-commerce, or kids’ content players seeking access to a trusted education-adjacent consumer brand.
What to watch
- Number and scale of school partnerships, including whether they move from promotional access to institutional procurement.
- QR scan rates, repeat engagement, content completion and conversion from digital interaction to product repurchase.
- Growth in non-notebook revenue mix and whether writing/art supplies achieve repeat purchase velocity.
- Quick-commerce SKU availability, delivery-area expansion and ranking during school reopening and exam seasons.
- Gross-margin trajectory, promotional intensity and retailer slotting costs in the expanded categories.
- Competitive responses from domestic stationery incumbents, private labels and education-content platforms.
- Evidence of D2C customer-data capture, subscription/replenishment programs or personalized bundle offers.
- Launch grade- and occasion-specific bundles combining notebooks, pens, art materials and QR learning content.
- Use school partnerships to pilot teacher-approved activity modules, bulk procurement packs and co-branded learning events.
- Prioritize quick-commerce replenishment SKUs such as pens, pencils, markers and last-minute school-project kits.
- Build D2C registration and loyalty flows around QR scans to capture parent and student purchase data.
- Expand modern-retail and e-commerce assortment with premium art, exam-prep and gifting variants while protecting entry-price points in general trade.
- Cross-promote Classmate products through ITC’s existing retail relationships and evaluate bundled offers with adjacent ITC consumer brands.