ITC Classmate widens omnichannel stationery push with QR-led learning content

ITC’s Classmate is broadening its stationery portfolio and distribution reach while adding QR-enabled eduGAMES content to notebooks. The strategy aims to retain relevance in hybrid learning, leveraging ITC’s paper supply chain amid regional competition and rising premiumisation pressure.

— FiledMon, 21 Sept, 2026, 05:48 IST·First seen Mon, 21 Sept, 2026, 05:48 IST·Source Financial Express · BrandWagon

What happened

ITC Classmate · ITC’s Classmate is widening its stationery portfolio and omnichannel distribution while adding QR-led eduGAMES content to remain relevant amid

Key facts

  • India paper-based stationery market: Rs 16,500 crore
  • ITC FMCG FY25 revenue: Rs 219,81 crore
  • Classmate consumer spends: over Rs 1,000 crore
  • Classmate launched in 2003
  • eduGAMES Infinity offers 11 interactive challenges

Why this matters

Potential partners in edtech, school distribution and youth-content licensing could help Classmate scale its QR learning ecosystem beyond a product-led stationery proposition.

What to watch

  • QR scan rates, repeat scans and content completion rates after the back-to-school season.
  • Growth in Classmate's e-commerce, quick-commerce and modern-trade share versus traditional trade.
  • Price gaps and promotional intensity from regional stationery brands and global premium players.
  • Paper and pulp cost movements, which determine ITC's ability to sustain value pricing and margins.
  • School partnerships, curriculum-aligned content launches or edtech collaborations.
  • Evidence of SKU rationalisation or increased shelf space for QR-enabled notebooks at major retailers.
  • Expand QR content from games into grade-specific learning modules, contests and parent-facing progress tools.
  • Use QR scans to build first-party audience segments and retarget shoppers through marketplaces, quick commerce and ITC's direct digital properties.
  • Bundle notebooks with pens, art materials and school-season kits across modern trade, kiranas and e-commerce.
  • Introduce a tiered portfolio: affordable core notebooks, differentiated QR ranges and higher-margin premium design/artist editions.
  • Partner with schools, tutoring platforms and education creators to validate content quality and drive repeat engagement.
  • Track scan-to-repurchase performance by city, school season, notebook format and retail channel before scaling content investment.