ITC’s Classmate expands beyond notebooks to stay relevant in digital-first learning
Classmate is widening into writing and art supplies, QR-led learning tools and omnichannel distribution as it targets India’s ₹16,500-crore paper stationery market. Consumer spends on the brand exceeded ₹1,000 crore in FY25.
What happened
ITC’s Classmate is broadening from notebooks into writing and art supplies, digital QR-led learning tools and omnichannel distribution. The brand targets growth
Key facts
- India paper-based stationery market valued at Rs 16,500 crore
- ITC FMCG FY25 revenue of Rs 219,81 crore
- Classmate consumer spends exceeded Rs 1,000 crore in FY25
- Classmate launched in 2003
- eduGAMES Infinity offers 11 interactive challenges
Why this matters
Classmate’s platform strategy makes digital-learning capabilities, art-and-writing brands and distribution partners attractive targets to accelerate category breadth and omnichannel engagement.
What to watch
- Growth in Classmate non-notebook sales share and whether management discloses writing/art-supply revenue separately.
- Evidence of repeat use for QR experiences, including scans per pack, content completion and conversion into additional purchases.
- New school-supply bundles, teacher partnerships or institutional procurement programs before the next back-to-school season.
- Quick-commerce SKU expansion, delivery availability and ratings for Classmate pens, art products and learning kits.
- Competitor responses from major pen, art and stationery brands through price cuts, bundle launches or school campaigns.
- Changes in gross margin, advertising intensity and working-capital needs that indicate whether category expansion is economically accretive.
- Launch bundled school-list kits combining notebooks, pens, geometry tools and art supplies at multiple price tiers.
- Use QR codes for curriculum-adjacent practice content, handwriting activities, contests and parent-facing progress tools rather than attempting a standalone edtech product.
- Prioritize modern trade, quick commerce and marketplace assortments for urgent replenishment products such as pens, markers and art materials.
- Build school, tuition-centre and teacher-influencer partnerships to make Classmate bundles part of recommended supply lists.
- Segment the portfolio into value, core and premium/creative ranges to protect notebook scale while expanding gross-margin categories.
- Use ITC's distribution and packaging capabilities to offer localized, regional-language and seasonal products with rapid replenishment.