ITC’s Classmate builds an omnichannel play to stay relevant beyond the notebook

Classmate is widening categories, leveraging ITC’s paper supply chain and adding QR-led learning through eduGAMES Infinity as it seeks share in India’s Rs 16,500 crore stationery market amid digital-classroom disruption.

— FiledSun, 26 Jul, 2026, 08:03 IST·First seen Sun, 26 Jul, 2026, 08:02 IST·Source Financial Express · BrandWagon

What happened

ITC’s Classmate is pursuing stationery-market share through omnichannel distribution, wider product categories and QR-enabled learning content. The brand

Key facts

  • Launched in 2003
  • Indian paper-based stationery market valued at Rs 16,500 crore
  • ITC FMCG Education and Stationery Products Business FY25 revenue: Rs 219,81 crore
  • Consumer spending on Classmate products exceeds Rs 1,000 crore
  • eduGAMES Infinity offers 11 interactive challenges

Why this matters

Target edtech, classroom-content and specialty-stationery partnerships that can scale eduGAMES Infinity and accelerate Classmate’s move from paper products to a broader student ecosystem.

What to watch

  • Share gains for Classmate in writing instruments, art materials and non-paper categories rather than notebooks alone.
  • Evidence that eduGAMES Infinity drives repeat scans, registrations, time spent and purchase frequency.
  • New school, edtech, tutoring-chain or state education partnerships tied to QR-enabled content.
  • Expansion of Classmate's direct-to-consumer capabilities, loyalty program or integrated inventory across ITC channels.
  • Marketplace pricing behavior and gross-margin trends in stationery adjacencies.
  • Urban school adoption of tablets, digital assignments and paper-light classroom policies.
  • Competitor responses from Navneet, DOMS, Kokuyo Camlin, Luxor and low-cost regional brands.
  • Launch grade- and exam-specific stationery-learning kits that combine notebooks, practice material, QR content and writing instruments.
  • Use ITC Stores, modern trade, school partnerships and marketplaces to create a unified loyalty and replenishment program for parents and students.
  • Expand QR-led eduGAMES Infinity into measurable learning journeys with teacher dashboards, assessments and repeat-use incentives.
  • Prioritize higher-margin adjacencies such as premium planners, art and craft, exam preparation, desk organization and gifting.
  • Use ITC's paper supply-chain advantage to position recycled, responsibly sourced and premium paper ranges against low-cost unbranded rivals.
  • Build regional assortment strategies around local school boards, languages, exam calendars and festival-led purchasing cycles.