ITC Classmate resurfaces June move to build digital learning and omnichannel reach to stay relevant

Resurfacing a June 2025 move, ITC's Classmate widened its stationery portfolio and added digital learning features, including eduGAMES Infinity, as it competes for share in India's ₹16,500-crore paper-based stationery market amid price-sensitive regional rivals and screen-led learning.

— FiledSun, 20 Sept, 2026, 13:05 IST·First seen Sun, 20 Sept, 2026, 13:05 IST·Source Financial Express · BrandWagon

What happened

ITC Classmate · ITC’s Classmate is expanding stationery categories and digital learning features while using omnichannel distribution to defend share in India’s

Key facts

  • India paper-based stationery market: Rs 16,500 crore
  • ITC FMCG FY25 revenue: Rs 219,81 crore
  • Classmate consumer spending: over Rs 1,000 crore
  • Classmate launched: 2003
  • eduGAMES Infinity offers 11 interactive challenges

Why this matters

ITC could strengthen Classmate’s ecosystem through partnerships or acquisitions in educational content, student engagement platforms and complementary stationery categories.

What to watch

  • Downloads, monthly active users and repeat engagement for eduGAMES Infinity or related learning products.
  • Evidence of QR-linked purchase conversion, bundle attachment rates and repeat purchase frequency.
  • Growth of Classmate's online, quick-commerce and modern-trade sales relative to general trade.
  • Back-to-school pricing actions by regional stationery brands and paper-cost-driven price increases.
  • Expansion into new stationery adjacencies, licensing partnerships, edtech collaborations or school-led distribution programs.
  • Margin commentary indicating whether digital acquisition and omnichannel fulfillment costs are being offset by premiumization.
  • Bundle notebooks, pens, art materials and digital-learning access into school-season packs.
  • Use QR codes on physical products to link purchases to games, study content, loyalty points and parental dashboards.
  • Differentiate assortment by channel: premium bundles online, high-velocity SKUs in general trade, and rapid replenishment packs on quick-commerce.
  • Expand vernacular and curriculum-aligned digital content to improve relevance outside major metros.
  • Use ITC's distribution network to deepen availability in Tier 2/3 towns while protecting entry price points through smaller packs.