ITC’s Classmate bets on QR-led learning to stay relevant beyond the notebook, resurfacing a June move

Classmate is combining paper stationery, omnichannel reach and QR-enabled eduGAMES Infinity challenges as it counters regional price competition and adapts to hybrid, digital-first learning, per a strategy detailed back in June 2025.

— FiledMon, 27 Jul, 2026, 07:19 IST·First seen Mon, 27 Jul, 2026, 07:18 IST·Source Financial Express · BrandWagon

What happened

ITC’s Classmate is defending and expanding its stationery position through paper integration, omnichannel distribution and QR-enabled eduGAMES Infinity content,

Key facts

  • Launched in 2003
  • India paper-based stationery market valued at Rs 16,500 crore
  • ITC FMCG FY25 revenue: Rs 219,81 crore
  • Classmate consumer spending exceeds Rs 1,000 crore
  • 11 logic-based QR-enabled challenges
  • NEP 2020

Why this matters

The strategy makes Classmate a potential partner or acquisition target for edtech, children’s content and gamified-learning companies seeking offline distribution and parent-trusted brand access.

What to watch

  • Frequency of new eduGAMES Infinity content releases and curriculum coverage.
  • Whether QR experiences require registration, indicating a move toward first-party data capture.
  • School, tutoring, edtech or children's entertainment partnerships.
  • Competitor launches of QR-enabled notebooks or gamified stationery.
  • Changes in Classmate's premium mix, back-to-school promotions and regional pricing.
  • Evidence of multilingual, low-bandwidth or offline product design.
  • Consumer engagement metrics such as scan rates, repeat participation and challenge completion.
  • Expand QR content from games into curriculum-aligned practice, revision tools and skill certificates.
  • Use QR registration and challenge participation to build consented parent/student audiences for back-to-school targeting.
  • Bundle notebooks with pens, art supplies and digital learning packs to raise basket size across ITC's stationery portfolio.
  • Partner with schools, tutors, edtech firms and children's IP owners to improve content credibility and retention.
  • Create low-data, multilingual and offline-friendly experiences to extend adoption beyond affluent urban users.
  • Test premium connected-product tiers while retaining value-priced notebook lines against regional competitors.