ITC Classmate's June move to expand beyond notebooks with QR learning and wider category play resurfaces
Resurfacing a June 2025 move, ITC's Classmate extended into writing and art supplies while using QR-led interactive learning and omnichannel distribution to stay relevant as classrooms adopt hybrid and digital formats. The push targeted India's ₹16,500-crore paper-based stationery market amid price sensitivity and regional competition.
What happened
ITC Classmate · ITC’s Classmate is broadening from notebooks into writing and art categories, digital QR-led learning and omnichannel distribution. The brand
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 QR feature offers 11 interactive challenges
- Classmate launched in 2003
- As of June 19, 2025
Why this matters
Classmate’s move signals partnership or acquisition opportunities in educational content, QR-learning technology, and adjacent writing and art-supply brands that can accelerate ecosystem breadth.
What to watch
- QR scan rates, repeat scans per user and completion rates for linked learning activities.
- Share of sales from non-notebook categories and average items per Classmate transaction.
- Back-to-school season sell-through versus regional and low-cost competitors.
- Teacher or school partnerships that embed Classmate content in classroom workflows.
- Price gaps versus local stationery brands and evidence of downtrading in value segments.
- Growth of marketplace, quick-commerce and direct digital sales relative to general trade.
- New product launches in writing, art, exam preparation or learning-content bundles from Classmate competitors.
- Bundle notebooks, writing instruments, art supplies and QR learning modules into grade-specific back-to-school kits.
- Partner with schools, teachers and edtech/content providers to make QR content curriculum-aligned and repeat-use rather than promotional.
- Use ITC's general trade reach to create regional assortments and value packs for Tier 2, Tier 3 and rural markets.
- Build retailer incentives around cross-category display units, not just notebook shelf placement.
- Use QR scans and repeat engagement data to segment households by grade, subject interest and geography for targeted omnichannel offers.
- Expand marketplace and quick-commerce availability for replenishment categories such as pens, pencils, markers and craft supplies.