ITC’s Classmate broadens beyond notebooks, resurfacing a June move to stay relevant in digital-first learning
Classmate is expanding categories, school partnerships and omnichannel reach while using QR-led eduGAMES content to defend its stationery franchise, per a move first reported in June 2025. The ITC brand exceeds Rs 1,000 crore in consumer spending but faces regional price competition and a long-term shift toward digital learning.
What happened
ITC’s Classmate is defending its stationery position through wider product categories, QR-led eduGAMES, school partnerships and omnichannel distribution. The
Key facts
- Paper-based stationery market: Rs 16,500 crore
- ITC FMCG FY25 revenue: Rs 219,81 crore
- Classmate consumer spending: over Rs 1,000 crore
- Classmate launched: 2003
- eduGAMES Infinity: 11 interactive challenges
Why this matters
ITC could accelerate Classmate’s ecosystem strategy through partnerships or acquisitions in edtech content, school services, and youth-focused learning accessories.
What to watch
- Share of Classmate sales from non-notebook categories and premium/value-added formats.
- QR scan rates, repeat engagement, content completion and conversion from digital content to product repurchase.
- Number and quality of school partnerships, including whether they create recurring institutional procurement.
- Growth in quick-commerce and marketplace sales relative to modern trade and traditional retail.
- Pricing gaps versus regional stationery brands and evidence of rising trade promotions or online discounting.
- Notebook demand trends in urban private schools versus digital-assignment adoption and device penetration.
- Whether ITC introduces subscriptions, parent-facing apps, paid digital content or other recurring-revenue learning services.
- Bundle notebooks, art materials, exam-prep aids and QR learning content into grade-specific learning kits sold through schools and online channels.
- Use QR registrations to build first-party parent and student audiences, enabling replenishment reminders, personalized content and cross-selling into adjacent education categories.
- Expand school partnerships from branding programs to institutional supply, teacher resources, competitions and curriculum-aligned content.
- Protect entry-price packs and regional assortment architecture in price-sensitive markets while reserving premium formats for urban omnichannel consumers.
- Test quick-commerce replenishment packs before exam seasons and school reopening periods, when urgency can reduce price sensitivity.
- Counter low-cost regional rivals with localized distribution, smaller pack sizes and retailer incentive programs rather than broad national discounting.