ITC’s Classmate pairs omnichannel expansion with QR-led learning content

Classmate is widening its stationery portfolio and distribution through Classmateshop.com while adding eduGAMES Infinity QR challenges to notebooks. The ITC brand is seeking to stay relevant as digital learning reshapes India’s ₹16,500 crore paper-stationery market.

— FiledThu, 27 Aug, 2026, 05:34 IST·First seen Thu, 27 Aug, 2026, 05:34 IST·Source Financial Express · BrandWagon

What happened

ITC’s Classmate is expanding stationery categories and omnichannel distribution while adding QR-led eduGAMES content to remain relevant amid digital learning.

Key facts

  • India paper-based stationery market valued at Rs 16,500 crore
  • ITC FMCG FY25 revenue of Rs 21,981 crore
  • Classmate consumer spends exceeded Rs 1,000 crore
  • Classmate launched in 2003
  • 11 logic-based QR-code challenges

Why this matters

Classmate’s QR-learning layer makes education-content, gamification and school-tech partnerships strategically attractive, while its DTC expansion could support acquisitions or alliances that add digital engagement and fulfilment capabilities.

What to watch

  • Classmateshop.com traffic, conversion, repeat purchase rate and share of sales from bundles versus single-SKU orders.
  • QR scan rates, completed challenges, repeat engagement and consented user registrations.
  • Back-to-school growth in premium notebook and adjacent category sales relative to core notebook volumes.
  • Launches of QR, AR or digital-learning stationery programs by Navneet, DOMS, Faber-Castell or regional notebook brands.
  • School and parent response to screen-time concerns, data-privacy practices and the educational credibility of the content.
  • Evidence that QR-linked offers increase offline retailer sell-through or create channel-conflict concerns.
  • Build Classmateshop.com into a back-to-school destination with grade-based bundles, subscription replenishment and personalized recommendations.
  • Link QR gameplay to rewards, contests and coupons redeemable through both retail partners and direct channels.
  • Expand eduGAMES Infinity into subject-specific, multilingual and parent-visible learning formats to increase utility beyond novelty.
  • Use direct-channel demand data to optimize regional inventory, identify high-value SKUs and improve retailer assortment negotiations.
  • Pursue school, tutoring and edtech partnerships that position notebooks as a bridge between offline writing and digital practice.