ITC’s Classmate builds digital learning and omnichannel reach to stay relevant, resurfacing a June 2025 move
Classmate is expanding beyond notebooks into writing tools, art supplies and digital learning features as it defends relevance in India’s price-sensitive stationery market, according to details resurfacing from a June 2025 report. The ITC brand reported consumer spends above Rs 1,000 crore in FY25.
What happened
ITC’s Classmate is expanding stationery, digital learning features and omnichannel distribution to defend relevance in India’s Rs 16,500-crore, price-sensitive
Key facts
- 2003
- Rs 16,500 crore
- FY25
- Rs 21,981 crore
- Rs 1,000 crore
- 11 interactive challenges
- NEP 2020
Why this matters
Classmate’s push creates partnership or acquisition opportunities in edtech content, school-focused platforms and specialty stationery categories that can accelerate its learning ecosystem.
What to watch
- Growth in Classmate consumer spends after FY25 and whether writing tools and art supplies outpace core notebooks.
- Evidence of QR-content usage, registered users, repeat engagement and conversion from digital users into physical-product purchases.
- Back-to-school bundle launches, exclusive online packs and quick-commerce partnerships.
- Price gaps versus regional notebook brands and national competitors, especially during school reopening promotions.
- School or educator partnerships that embed Classmate digital content into recurring learning routines.
- Changes in gross margin or advertising intensity indicating whether omnichannel scale is creating operating leverage or higher acquisition costs.
- Bundle notebooks, pens, art materials and digital-learning access into school-season kits with tiered price points.
- Use QR codes on core products to build a first-party parent and student audience, then personalize replenishment and category cross-sell offers.
- Expand marketplace and quick-commerce availability for urgent stationery replenishment while protecting channel pricing through differentiated packs and assortments.
- Partner with schools, tutors and education-content creators to make digital features curriculum-relevant rather than purely promotional.
- Use ITC’s general-trade network to push writing and art categories into smaller cities where organized stationery assortments remain limited.