ITC Classmate's QR-led learning and omnichannel push resurfaces a June 2025 move to stay relevant beyond notebooks

ITC Classmate paired its stationery portfolio with QR-based learning tools, including eduGAMES Infinity's 11 interactive challenges, in a June 2025 move as it competes in India's ₹16,500-crore paper-stationery market amid hybrid learning and regional price competition.

— FiledSun, 20 Sept, 2026, 14:34 IST·First seen Sun, 20 Sept, 2026, 14:34 IST·Source Financial Express · BrandWagon

What happened

ITC Classmate is expanding stationery, digital QR-based learning tools and omnichannel distribution to defend relevance in India’s Rs 16,500-crore paper

Key facts

  • 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
  • eduGAMES Infinity offers 11 interactive challenges

Why this matters

Classmate’s move creates partnership or acquisition opportunities in edtech content, gamified learning and omnichannel commerce that could accelerate its transition from stationery supplier to student-engagement platform.

What to watch

  • Repeat QR scans and completion rates after the first month of purchase.
  • Evidence of curriculum alignment, regional-language expansion or partnerships with schools and edtech firms.
  • Premium pricing acceptance versus comparable non-QR notebooks.
  • Competitor launches of QR-enabled notebooks, gamified stationery or school-content bundles.
  • Growth in Classmate's marketplace, quick-commerce and direct digital distribution presence.
  • Retailer shelf allocation changes and back-to-school bundle adoption.
  • Customer complaints around device compatibility, data privacy, advertising or content quality.
  • Tie QR modules to grade-specific curricula, exam preparation and regional-language learning rather than generic games.
  • Use QR registration and engagement data to build parent/student CRM, replenishment prompts and targeted bundles.
  • Bundle notebooks with pens, geometry boxes, art supplies and digital rewards to raise basket size across online and offline channels.
  • Recruit schools, tutors and edtech partners to validate content and create institutional purchase pathways.
  • Create low-bandwidth and offline-friendly experiences to avoid excluding users in lower-connectivity markets.
  • Differentiate by launching limited-edition learning packs and refreshed challenge content each school season.