ITC Classmate uses QR-enabled notebooks and omnichannel reach to stay relevant
ITC’s Classmate is expanding beyond notebooks with gamified QR-enabled learning content, broader stationery categories and Classmateshop.com distribution as it defends relevance in India’s ₹16,500-crore paper stationery market.
What happened
ITC’s Classmate is using gamified QR-enabled notebooks, broader stationery offerings and omnichannel distribution to defend relevance in India’s Rs 16,500-crore
Key facts
- Launched in 2003
- Indian paper-based stationery market worth Rs 16,500 crore
- ITC FMCG FY25 revenue of Rs 219,81 crore
- Classmate consumer spends exceeding Rs 1,000 crore
- 11 interactive learning challenges
- Aligned with NEP 2020
Why this matters
Classmate could be a partnership target for edtech, youth-content and school-supplies businesses seeking an established physical touchpoint with students and a growing direct retail channel.
What to watch
- QR scan rates, repeat scan frequency and completion rates for learning or gamified modules.
- Direct-to-consumer sales mix, customer acquisition cost and bundle attachment rates on Classmateshop.com.
- Growth in non-notebook categories such as pens, art materials, organizers and school kits.
- Back-to-school season share gains versus lower-priced regional brands and national stationery rivals.
- School, tutoring or edtech partnerships that embed Classmate QR content in recurring learning workflows.
- Evidence of competitor QR-enabled products, creator-led learning content or retailer-exclusive digital promotions.
- Changes in paper input costs and whether premium digital features support price realization.
- Launch scan-to-reward programs tied to repeat purchases, school milestones and exam-preparation content.
- Use QR journeys to segment students by grade and interest, then promote relevant notebook formats, pens, art supplies and school bundles.
- Expand Classmateshop.com with personalized notebooks, subscription-like replenishment packs and bulk school ordering.
- Partner with edtech, tutoring and youth-content platforms to make QR content more useful than brand-owned gamification alone.
- Equip general-trade retailers with QR point-of-sale displays and digital coupons so online engagement drives offline replenishment.
- Measure QR scan-to-repurchase rates and use the results to rationalize content formats that do not improve conversion.