ITC’s Classmate adds QR-led learning as it pursues growth beyond notebooks, resurfacing a June move

Classmate widened its stationery portfolio and embedded 11 QR-code learning challenges to stay relevant as digital learning reshapes demand, per a June 2025 move now resurfacing. ITC is leveraging its paper supply chain and omnichannel reach in India’s Rs 16,500 crore paper-stationery market.

— FiledFri, 28 Aug, 2026, 07:03 IST·First seen Fri, 28 Aug, 2026, 07:03 IST·Source Financial Express · BrandWagon

What happened

ITC’s Classmate is expanding stationery categories and adding QR-led learning features while leveraging ITC’s paper supply chain and omnichannel distribution.

Key facts

  • Rs 16,500 crore Indian paper-based stationery market
  • Classmate consumer spends exceeded Rs 1,000 crore
  • FY25 ITC FMCG revenue of approximately Rs 21,981 crore
  • 11 interactive QR-code learning challenges
  • Launched in 2003

Why this matters

ITC could accelerate Classmate’s education-led positioning through partnerships or acquisitions in learning content, edtech engagement, and adjacent student-product categories.

What to watch

  • Repeat scan rates, challenge completion rates and the share of users returning after the first month.
  • Growth in non-notebook categories as a share of Classmate sales.
  • Back-to-school sell-through and retailer reorder rates for QR-enabled SKUs versus standard SKUs.
  • Competitor QR, digital-learning or licensed-content launches in Indian stationery.
  • Evidence of price hikes, promotional intensity or gross-margin pressure in paper stationery.
  • School, parent or educator adoption of Classmate-linked learning activities.
  • Build grade- and board-specific QR content with refreshable monthly challenges rather than static one-time activations.
  • Link QR participation to Classmate loyalty rewards, school supplies bundles and retailer-led back-to-school promotions.
  • Use first-party engagement data to identify high-demand product adjacencies such as pens, geometry sets, art materials and exam-preparation stationery.
  • Partner with educators, edtech firms or learning-content creators to establish credibility while limiting in-house content costs.
  • Segment the range: maintain accessible core notebooks while reserving QR, sustainability and premium paper features for higher-margin SKUs.