ITC’s Classmate builds a learning-led omnichannel play for digital-first students
Classmate is widening its stationery and learning ecosystem with QR-enabled eduGAMES, category expansion and omnichannel distribution, using ITC’s paper supply chain to defend relevance as classrooms digitise.
What happened
ITC’s Classmate is expanding its learning-led stationery strategy through QR-enabled eduGAMES, broader product categories and omnichannel distribution. The
Key facts
- India paper-based stationery market: Rs 16,500 crore
- ITC FMCG FY25 revenue: Rs 21,981 crore
- Classmate consumer spends: over Rs 1,000 crore
- Classmate launched: 2003
- eduGAMES Infinity challenges: 11
Why this matters
The strategy creates partnership opportunities across edtech content, school networks, marketplaces and student-focused digital services that can deepen Classmate’s learning ecosystem.
What to watch
- Repeat QR scan rates and active usage after initial notebook purchase.
- Growth in Classmate's online share, D2C assortment breadth and digital-led bundle sales.
- New school, coaching-center, edtech or curriculum-content partnerships.
- Evidence of premium pricing, higher average order value or improved stationery category share.
- Competitor launches of QR-enabled notebooks, content partnerships or lower-priced digital-learning bundles.
- ITC investments in paper capacity, sustainable paper claims or integrated fulfillment capabilities.
- Bundle QR learning access with core notebooks, art materials and exam-prep stationery rather than selling digital engagement as a standalone feature.
- Build grade-, subject- and language-specific content journeys to improve repeat scanning and parent-perceived value.
- Use marketplace, D2C and modern-trade data to localize back-to-school assortments and reduce stock-outs in high-demand SKUs.
- Pursue school, tutoring and edtech partnerships that embed Classmate content into recurring learning routines.
- Extend the platform into higher-margin adjacent categories such as writing instruments, creative supplies, planners and learning kits.