ITC’s Classmate adds QR-led learning and omnichannel reach to stay relevant beyond notebooks

Classmate is expanding beyond paper stationery with QR-enabled eduGAMES challenges, broader product categories and Classmateshop.com distribution, as ITC targets relevance in India’s digital-first learning market. The brand is leveraging its Bhadrachalam paper supply base in a stationery market estimated at Rs 16,500 crore.

— FiledWed, 29 Jul, 2026, 07:18 IST·First seen Wed, 29 Jul, 2026, 07:18 IST·Source Financial Express · BrandWagon

What happened

ITC’s Classmate is defending its stationery position through omnichannel distribution, category expansion and QR-led eduGAMES content. The brand leverages ITC’s

Key facts

  • Launched in 2003
  • India's paper-based stationery market is worth Rs 16,500 crore
  • ITC FMCG segment FY25 revenue: Rs 219.81 crore
  • Classmate consumer spending exceeds Rs 1,000 crore
  • QR codes offer 11 interactive challenges
  • Updated June 19, 2025

Why this matters

Potential partners in edtech, youth content and last-mile commerce could help Classmate scale its blended learning proposition faster than building every digital capability in-house.

What to watch

  • Repeat QR scan rates, registered-user growth and completion rates for eduGAMES challenges.
  • Share of Classmateshop.com sales from bundles, non-notebook categories and repeat customers.
  • Whether QR content is tied to meaningful rewards, school curricula or third-party educational partnerships.
  • Growth in direct-to-consumer fulfillment costs, discounting and customer acquisition spending.
  • Competitor responses from notebook brands, edtech firms and marketplace private labels.
  • Evidence that schools or parent communities adopt Classmate-led challenges at scale.
  • Changes in paper prices, Bhadrachalam supply economics and notebook pricing power.
  • Link QR experiences to age-specific learning journeys, rewards and product bundles rather than one-off games.
  • Use Classmateshop.com to test subscription-style school kits, personalized stationery and replenishment reminders.
  • Build parent-facing value propositions around screen-balanced learning, curriculum alignment and verified educational content.
  • Expand QR activations into retail displays and school partnerships to convert offline purchase into digital registration.
  • Use first-party engagement data to identify high-demand categories such as art supplies, exam preparation, writing instruments and school organization products.
  • Protect the core notebook business with paper-supply and pricing discipline so digital investment does not erode mass-market competitiveness.