ITC Classmate pushes beyond notebooks to stay relevant in digital-first India
ITC Classmate is expanding into writing, art and digital-learning products, pairing ITC’s paper supply chain with omnichannel distribution. Consumer spends have crossed Rs 1,000 crore as the brand responds to regional price competition and digital-learning alternatives.
What happened
ITC Classmate is expanding beyond notebooks into writing, art and digital-learning products, using ITC’s paper supply chain and omnichannel distribution. With
Key facts
- India 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
- Classmate launched in 2003
- QR notebooks offer 11 interactive challenges
Why this matters
Classmate’s strategy makes partnerships or acquisitions in interactive education, kids’ art, and digital content compelling routes to add differentiated capabilities beyond its core manufacturing and distribution strengths.
What to watch
- Growth in Classmate sales beyond the June-July and April-June school reopening peaks.
- QR scan rates, monthly active users and repeat engagement after the first product use.
- Share of revenue from pens, art materials, accessories and learning products versus notebooks.
- Pricing gaps between Classmate and regional notebook brands in key state markets.
- School, teacher or tutoring-partner adoption of Classmate-linked learning content.
- Paper-price movements and whether ITC passes costs through or uses value pack architecture.
- E-commerce review trends and search share for Classmate digital-learning and art-product SKUs.
- Launch grade- and board-specific QR learning modules tied to exam preparation, handwriting, STEM and art activities.
- Bundle notebooks, pens, art materials and digital-access codes into back-to-school kits across general trade, modern trade and e-commerce.
- Use ITC’s paper sourcing advantage to offer recycled, lower-GSM and value-pack formats without sacrificing perceived quality.
- Partner with educators, edtech content providers and schools to make QR content more credible and recurring.
- Expand regional-language packaging and learning content to defend against local stationery brands.
- Measure QR scans, repeat content use and cross-category basket attachment before scaling digital features nationally.