ITC Classmate uses QR learning games and omnichannel reach to stay relevant

ITC’s Classmate is pairing QR-code eduGAMES content with distribution across general trade, modern retail, e-commerce, quick commerce, D2C and schools as it adapts its stationery portfolio for hybrid learning and price-sensitive consumers.

— FiledWed, 23 Sept, 2026, 18:34 IST·First seen Wed, 23 Sept, 2026, 18:33 IST·Source Financial Express (via Wayback)

What happened

ITC’s Classmate is expanding digital learning engagement through QR-code eduGAMES while leveraging omnichannel distribution across general trade, modern retail,

Key facts

  • Rs 16,500 crore
  • 2003
  • FY25
  • Rs 219,81 crore
  • Rs 1,000 crore
  • 11 interactive challenges
  • NEP 2020

Why this matters

Classmate’s hybrid-learning push makes edtech content creators, school-distribution platforms and last-mile commerce partners attractive alliance targets to deepen its student ecosystem faster than organic development alone.

What to watch

  • Evidence of repeat QR scans, time spent in games and content completion rates after the initial purchase.
  • Growth in Classmate's online and quick-commerce share during back-to-school and examination windows.
  • Price gaps between general trade, modern retail, marketplaces and quick-commerce platforms.
  • Competitor launches of QR learning, licensed-content or digital-reward stationery propositions.
  • School adoption of hybrid-learning materials and institutional procurement partnerships.
  • Paper-price inflation, notebook price-pack changes and consumer trading down toward economy brands.
  • Expansion of Classmate's D2C assortment, loyalty capture or personalized notebook offerings.
  • Refresh eduGAMES content by grade, subject and academic-calendar moment to create reasons for repeat scanning rather than one-time novelty.
  • Use QR registrations and scan behavior to build consented parent/student audiences for back-to-school bundles, exam-season offers and replenishment reminders.
  • Create channel-specific packs and value tiers so quick-commerce and marketplace promotions do not directly cannibalize general trade.
  • Bundle notebooks with pens, art materials and school essentials to raise basket size across D2C, e-commerce and quick-commerce storefronts.
  • Expand school partnerships through teacher-aligned content, bulk-order programs and customized learning packs, while avoiding dependence on a small set of institutional buyers.
  • Test regional-language and low-data QR experiences to extend relevance beyond digitally affluent urban households.