ITC Classmate's omnichannel play to stay relevant in digital-first learning, resurfacing a June move
Classmate paired wider omnichannel distribution and portfolio expansion with QR-enabled eduGAMES notebooks back in June 2025, as ITC targeted growth in a price-sensitive stationery market shaped by digital learning and rural demand.
What happened
ITC’s Classmate is pursuing stationery-market share through omnichannel distribution, QR-enabled eduGAMES notebooks and portfolio expansion. The brand’s
Key facts
- 2003
- Rs 16,500 crore
- FY25
- Rs 219,81 crore
- Rs 1,000 crore
- 11 interactive challenges
- NEP 2020
Why this matters
ITC could accelerate Classmate’s digital-learning proposition through partnerships with edtech, content, and school-distribution players rather than relying solely on internally developed QR experiences.
What to watch
- Repeat QR scan rates, monthly active users and content completion by grade and city tier.
- Back-to-school sell-through, out-of-stock rates and e-commerce search-share versus other notebook brands.
- Price gaps versus local and national competitors, alongside gross-margin movement in interactive notebook ranges.
- Expansion of QR-enabled portfolios by Navneet, DOMS, Reynolds, local notebook makers or edtech-linked entrants.
- School or coaching-institute partnerships and evidence that educators actively incorporate the content.
- Rural distribution additions, vernacular content launches and growth in general-trade outlets.
- Signs that digital-learning adoption reduces physical notebook consumption faster than Classmate can offset through portfolio expansion.
- Bundle QR-enabled notebooks with pens, art materials and exam-prep or school-season kits to raise basket size.
- Use QR interactions to segment users by grade, geography and learning interest, then target replenishment and cross-category offers through owned and marketplace channels.
- Expand vernacular and low-data educational content to make the proposition relevant in rural and value-conscious markets.
- Pursue school, tuition-center and educator partnerships that turn notebooks into a classroom engagement platform rather than a retail-only product.
- Create tiered ranges: value notebooks for rural/general trade and higher-margin interactive formats for urban omnichannel shoppers.
- Strengthen anti-counterfeit, retailer incentive and in-stock execution programs, since wider distribution increases channel leakage and imitation risk.