ITC Classmate builds a digital-learning layer around its notebook business

ITC’s Classmate is pairing QR-enabled learning tools with omnichannel distribution as it expands beyond notebooks. The strategy uses ITC’s paper supply chain while addressing value competition in rural markets and the long-term shift toward screen-based learning.

— FiledThu, 30 Jul, 2026, 05:32 IST·First seen Thu, 30 Jul, 2026, 05:32 IST·Source Financial Express · BrandWagon

What happened

ITC’s Classmate is expanding beyond notebooks with digital QR-based learning tools and omnichannel distribution, while leveraging ITC’s paper supply chain. The

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

The strategy makes Classmate a potential partner or acquisition platform for edtech, tutoring and youth-content businesses seeking physical distribution, trusted student access and ITC’s supply-chain scale.

What to watch

  • QR scan rates, repeat scans and completion rates by geography, grade and notebook price tier.
  • Whether Classmate introduces accounts, rewards, parent dashboards or personalized content, indicating a move toward first-party data capture.
  • School partnerships, teacher-led adoption programs and exam-prep/content alliances.
  • Expansion into adjacent categories such as pens, art supplies, test-prep kits, planners or digital subscriptions.
  • Price gaps versus regional notebook brands and evidence of downtrading in rural and semi-urban markets.
  • Changes in smartphone access, data affordability and school policies on phone use.
  • Competitor QR launches or low-cost digital-learning bundles from stationery, edtech and publisher rivals.
  • Bundle QR learning content with specific notebook formats, grade levels and exam calendars rather than offering generic digital content.
  • Build opt-in first-party student, parent and teacher audiences through rewards, progress tracking and replenishment reminders.
  • Use ITC's distribution network to create school, stationery-store and kirana-led assisted digital activation in lower-connectivity markets.
  • Launch a clear good-better-best portfolio: value notebooks, QR learning notebooks and premium subject/exam kits.
  • Partner with education-content providers and schools to establish credibility while avoiding the cost of building a full edtech curriculum stack.
  • Test D2C subscriptions or replenishment bundles for notebooks, writing instruments and learning materials.