ITC’s Classmate expands beyond notebooks with QR learning and omnichannel reach

Classmate is widening its portfolio across writing, geometry and art supplies while using QR-led interactive learning games to stay relevant with digital-first students. ITC is building reach through general trade, modern retail, e-commerce, quick commerce, D2C and school partnerships.

— FiledSat, 25 Jul, 2026, 05:48 IST·First seen Sat, 25 Jul, 2026, 05:48 IST·Source Financial Express · BrandWagon

What happened

ITC’s Classmate is expanding beyond notebooks into writing, geometry and art products, while adding QR-led learning games. The brand is pursuing general trade,

Key facts

  • Launched in 2003
  • India paper-based stationery market worth Rs 16,500 crore
  • ITC FMCG FY25 revenue: Rs 219,81 crore
  • Classmate consumer spends exceeded Rs 1,000 crore
  • QR codes offer 11 interactive challenges

Why this matters

Classmate’s move signals partnership or acquisition opportunities in edtech content, school networks, quick commerce and adjacent student-supplies categories.

What to watch

  • Growth in non-notebook categories as a share of Classmate sales, especially writing instruments, geometry and art supplies.
  • Repeat QR scans, completion rates and evidence that engagement converts into product repurchase rather than one-time trial.
  • Number and quality of school partnerships, including whether teachers actively incorporate Classmate-linked content into assignments or activities.
  • Availability, delivery speed and search ranking for Classmate products on quick-commerce apps and major marketplaces during back-to-school and exam periods.
  • Competitor responses from Navneet, DOMS, Nataraj, Camlin and private labels, particularly digital-content bundles and price-led school kits.
  • Changes in average selling price, promotional intensity and gross margin by channel as omnichannel mix rises.
  • D2C customer acquisition costs and the extent to which first-party data produces lower-cost repeat purchases.
  • Expansion of QR learning into multilingual, curriculum-specific or AI-personalized formats that can deepen relevance across Indian regions.
  • Bundle notebooks, pens, geometry and art supplies into grade-specific back-to-school kits for modern retail, marketplaces and school channels.
  • Use QR engagement data to segment students by age, subject interest and geography, then tailor replenishment offers and regional product assortments.
  • Create teacher-validated, curriculum-adjacent QR content rather than relying only on generic games; use school partnerships to establish credibility.
  • Build quick-commerce-ready SKUs such as exam kits, last-minute project packs, pen refills and compact art sets that solve urgent missions.
  • Protect channel economics with differentiated pack sizes, exclusive bundles and controlled discounting across D2C, marketplaces and quick commerce.
  • Extend QR codes into loyalty and repeat-purchase mechanics, including collectible learning modules, contests and rewards redeemable across Classmate categories.