ITC’s Classmate builds QR-led learning layer for digital-first students

Classmate is pairing paper stationery with QR-based interactive learning challenges while widening access across general trade, modern retail, e-commerce, quick commerce, D2C and schools. The ITC brand is positioning notebooks as a hybrid physical-digital proposition as classrooms digitise.

— FiledSat, 25 Jul, 2026, 03:17 IST·First seen Sat, 25 Jul, 2026, 03:17 IST·Source Financial Express · BrandWagon

What happened

ITC’s Classmate is expanding stationery offerings and embedding QR-led learning tools as it navigates digital classrooms. The brand uses ITC’s paper supply

Key facts

  • 2003 launch year
  • ₹16,500 crore Indian paper-based stationery market value
  • FY25 ESPB revenue of ₹219.81 crore
  • Classmate consumer spending exceeding ₹1,000 crore
  • 11 QR-code-based interactive challenges

Why this matters

Classmate’s classroom-learning ambition makes partnerships or acquisitions in edtech content, student engagement platforms and school distribution strategically relevant complements to ITC’s retail reach.

What to watch

  • Repeat scan rates per notebook and completion rates after the first QR interaction.
  • Evidence of teacher-led adoption, school procurement tie-ups or curriculum-board partnerships.
  • Launch of a Classmate account, parent dashboard, loyalty program or paid learning tier.
  • Competitor QR-enabled notebook launches from Navneet, DOMS, Kokuyo Camlin or regional stationery players.
  • Growth in quick-commerce stationery assortments and QR-specific product SKUs.
  • Changes in child-data, consent or edtech advertising regulation that limit audience targeting.
  • Whether QR content is available in regional languages and aligned to non-metro school demand.
  • Build curriculum-linked QR content by grade, subject and board rather than generic gamified activities.
  • Use school pilots and teacher toolkits to make QR exercises part of classroom or homework routines.
  • Create a lightweight web-based experience that avoids mandatory app downloads and works on low-bandwidth devices.
  • Bundle QR-enabled notebooks with pens, art materials and exam-preparation packs across quick commerce, D2C and school channels.
  • Use opt-in rewards, streaks and inter-school challenges to drive repeat scans while maintaining child-data safeguards.
  • Pursue education-content, edtech and youth-IP partnerships to expand content without bearing all production costs.