ITC’s Classmate resurfaces June move pairing QR-led learning content with omnichannel stationery push

Resurfacing a June 2025 move, Classmate extended beyond notebooks with QR-based eduGAMES challenges, integrated paper sourcing and broader digital commerce as it sought relevance in India’s hybrid-learning, price-sensitive stationery market.

— FiledTue, 4 Aug, 2026, 05:34 IST·First seen Tue, 4 Aug, 2026, 05:32 IST·Source Financial Express · BrandWagon

What happened

ITC’s Classmate is strengthening its stationery business through integrated paper sourcing, omnichannel distribution and QR-led eduGAMES content as it pursues

Key facts

  • 2003
  • Rs 16,500 crore
  • FY25
  • Rs 219,81 crore
  • Rs 1,000 crore
  • 11 interactive challenges
  • NEP 2020

Why this matters

ITC could accelerate the connected-learning proposition through partnerships or acquisitions in edtech content, school engagement platforms and last-mile commerce.

What to watch

  • QR scan-to-repeat-use rates, content completion rates and repeat purchases among registered users.
  • Back-to-school sales growth in Classmate's non-notebook categories versus core notebook sales.
  • Marketplace assortment expansion, direct-to-consumer bundles and delivery coverage across tier-2 and tier-3 cities.
  • Evidence of school partnerships, educator endorsements or curriculum-aligned content launches.
  • Competitor QR-enabled product launches, aggressive bundle pricing or private-label marketplace offerings.
  • Changes in paper input costs and whether Classmate can preserve margins without raising entry-level price points.
  • Expand QR experiences from one-off eduGAMES into grade-specific learning journeys, rewards and seasonal challenges.
  • Bundle notebooks, pens, art materials and school essentials into digital-commerce packs timed to back-to-school and exam periods.
  • Use QR registrations and commerce behavior to segment parents, students and educators for targeted offers and replenishment reminders.
  • Partner with schools, tutors or education-content creators to improve content credibility and lower customer-acquisition costs.
  • Position integrated paper sourcing and sustainable packaging as a trust and value proposition, especially for institutional buyers.