ITC Classmate builds digital engagement to defend stationery relevance in screen-first India

Classmate is pairing omnichannel distribution with eduGAMES Infinity and its All-Rounder Programme as it targets growth in India’s Rs 16,500 crore paper-stationery market. The strategy aims to retain student engagement while navigating regional price competition and digital-learning adoption.

— FiledThu, 24 Sept, 2026, 08:19 IST·First seen Thu, 24 Sept, 2026, 08:18 IST·Source Financial Express · BrandWagon

What happened

ITC’s Classmate is expanding its digital engagement and omnichannel stationery distribution as it seeks greater share in India’s Rs 16,500 crore

Key facts

  • Paper-based stationery market valued at Rs 16,500 crore
  • ITC FMCG FY25 revenue: Rs 219,81 crore
  • Classmate consumer spends exceeded Rs 1,000 crore
  • Launched in 2003
  • eduGAMES Infinity offers 11 interactive challenges

Why this matters

ITC could accelerate Classmate’s student ecosystem through partnerships or acquisitions in edtech, gamified learning, and youth-focused digital communities that convert engagement into stationery sales.

What to watch

  • Growth in eduGAMES Infinity active users, repeat sessions and reward redemption rates.
  • Changes in notebook volume per student, especially in urban private schools and coaching segments.
  • Classmate's share gains or losses in tier-2 and tier-3 cities versus regional brands.
  • Retailer adoption of QR promotions, bundle sell-through and repeat purchase rates.
  • School policies on digital assignments, tablets and hybrid learning.
  • Competitive launches of student loyalty platforms, educational games or low-price notebook packs.
  • Link eduGAMES rewards and All-Rounder participation to redeemable retail and e-commerce offers.
  • Build school, tutor and parent-community partnerships that make Classmate content part of recurring academic routines.
  • Use first-party engagement data to localize assortments, seasonal bundles and language-specific campaigns.
  • Expand adjacent categories such as art supplies, planners, exam products and printable-digital learning aids.
  • Equip kirana and stationery retailers with QR-led promotions that convert digital engagement into store visits.