ITC Classmate builds QR-led learning tools to stay relevant beyond notebooks

Classmate is expanding across stationery, QR-enabled interactive learning and omnichannel distribution as it targets a larger share of India’s Rs 16,500-crore paper-based stationery market. The ITC brand has introduced 11 QR-enabled challenges while leveraging its integrated paper supply chain.

— FiledThu, 23 Jul, 2026, 07:04 IST·First seen Thu, 23 Jul, 2026, 07:04 IST·Source Financial Express · BrandWagon

What happened

ITC’s Classmate is expanding beyond notebooks into stationery and QR-enabled learning tools, supported by ITC’s integrated paper supply and omnichannel

Key facts

  • Launched in 2003
  • Indian paper-based stationery market worth Rs 16,500 crore
  • ITC FMCG FY25 revenue: Rs 219,81 crore
  • Classmate consumer spends exceeded Rs 1,000 crore
  • 11 QR-enabled interactive challenges

Why this matters

ITC could accelerate Classmate’s ecosystem strategy through partnerships with edtech, school networks and youth-content creators that make its QR learning tools more differentiated.

What to watch

  • QR scan-to-repeat-use rates, completion rates and the share of users returning across multiple challenges.
  • Whether Classmate introduces rewards, subscriptions, educator dashboards or partner-funded content.
  • Competitor responses from Navneet, DOMS, Kokuyo Camlin, Reynolds and private-label stationery players.
  • Growth in non-notebook categories and evidence that QR-enabled SKUs command higher velocity or pricing.
  • School partnerships, curriculum alignment and adoption in Tier 2 and Tier 3 markets.
  • Any consumer-data, child-safety or advertising scrutiny related to QR-linked student engagement.
  • Bundle QR-enabled notebooks with pens, geometry boxes, art supplies and school-season value packs.
  • Partner with edtech firms, publishers, teachers and Olympiad or exam-prep providers for credible curriculum-linked challenges.
  • Build a loyalty and rewards layer around scans, using parental consent and privacy-safe first-party data collection.
  • Use omnichannel inventory and campaign data to tailor regional assortments, particularly around back-to-school and board-exam periods.
  • Extend QR utility from games into practical tools such as handwriting practice, study planners, revision tests and creator content.