ITC’s Classmate adds QR-led learning as it broadens its stationery play

Classmate is pairing expanded stationery categories with QR-enabled eduGAMES content and a route-to-market spanning general trade, modern retail, e-commerce, quick commerce, D2C and school partnerships.

— FiledWed, 16 Sept, 2026, 03:34 IST·First seen Wed, 16 Sept, 2026, 03:34 IST·Source Financial Express · BrandWagon

What happened

ITC’s Classmate is expanding stationery categories and embedding QR-led eduGAMES content while leveraging general trade, modern retail, e-commerce, quick

Key facts

  • India paper-based stationery market: Rs 16,500 crore
  • Classmate launched: 2003
  • ITC FMCG FY25 revenue: Rs 21,981 crore
  • Classmate consumer spends: over Rs 1,000 crore
  • QR-enabled notebooks offer 11 interactive challenges

Why this matters

The strategy highlights potential value in education-content, school-distribution and commerce partnerships that can extend Classmate’s physical-product ecosystem and customer data access.

What to watch

  • Frequency of QR scans per notebook and repeat engagement after the first scan.
  • Evidence that QR-enabled SKUs gain higher sell-through, repeat purchase or price realization versus comparable notebooks.
  • New school partnerships, edtech content alliances or curriculum-linked launches.
  • Expansion of Classmate's D2C loyalty, registration or personalized learning features.
  • Rival QR, AR, gamified-learning or AI-enabled stationery launches.
  • Quick-commerce assortment expansion and in-stock performance during back-to-school and exam periods.
  • Parent concerns, regulatory scrutiny or policy changes related to children's data and digital content.
  • Expand QR content from generic games into grade- and subject-specific learning journeys with seasonal refreshes.
  • Use scan registration and consented first-party data to build parent/student cohorts while maintaining strong child-data privacy safeguards.
  • Bundle notebooks with pens, art materials, exam-prep accessories and D2C refill packs to raise basket size.
  • Create school-partnership kits that combine bulk stationery supply, teacher-ready activities and measurable student engagement.
  • Prioritize quick-commerce SKUs for back-to-school and exam windows, using local demand signals from QR scans and digital sales.
  • Test whether QR-enabled products earn a price premium or primarily improve conversion and repeat purchases before broad rollout.