ITC Classmate expands beyond notebooks with QR learning and omnichannel reach

ITC’s Classmate is building relevance in digital-first learning through QR-enabled tools, eduGAMES Infinity and a wider stationery portfolio, sold across general and modern trade, e-commerce, quick commerce, D2C channels and school partnerships.

— FiledWed, 23 Sept, 2026, 06:03 IST·First seen Wed, 23 Sept, 2026, 06:03 IST·Source Financial Express · BrandWagon

What happened

ITC Classmate · ITC’s Classmate is expanding beyond notebooks into stationery and QR-enabled learning tools, leveraging ITC’s paper supply and distribution. The

Key facts

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

Why this matters

Classmate’s education-led platform strategy makes learning-content, edtech and school-distribution partnerships potential routes to accelerate differentiation beyond commodity stationery.

What to watch

  • QR scan rates, repeat scans and completion rates for eduGAMES Infinity content.
  • Number of school partnerships and whether they convert into institutional or parent-led recurring purchases.
  • Quick-commerce SKU breadth, search visibility and back-to-school stock availability.
  • Growth of non-notebook categories as a share of Classmate sales.
  • Evidence of premium pricing or bundle-led margin expansion versus notebook-only sales.
  • Competitive QR-learning launches from domestic stationery peers, edtech firms or school publishers.
  • Create grade- and curriculum-specific QR learning journeys that connect notebooks, practice materials and assessments.
  • Use D2C and school partnerships to build parent/student profiles and personalize replenishment, exam-season bundles and learning recommendations.
  • Launch rapid-delivery school-supply bundles on quick commerce before back-to-school and examination peaks.
  • Bundle higher-margin pens, art supplies, geometry tools and learning kits with core notebooks to raise omnichannel basket value.
  • Measure QR scan-to-repeat-purchase conversion and school-level retention before scaling content investment.