ITC Classmate uses QR-led learning and omnichannel reach to defend relevance beyond notebooks
Classmate is broadening its stationery proposition with QR-enabled interactive challenges and wider omnichannel distribution, targeting growth in India’s Rs 16,500 crore paper-based stationery market amid price-sensitive regional competition.
ITC’s Classmate is expanding beyond notebooks into stationery and digital learning engagement, using QR-based games and omnichannel distribution. The brand targets greater share of India’s Rs 16,500 crore stationery market but faces price-sensitive regional competition, particularly in rural and semi-urban markets.
Why this matters
The move extends Classmate’s June 2025 hybrid-learning push, previously signaled through QR games and wider omnichannel reach, and its efforts to build digital-first learning tools beyond notebooks.
Omni-channel is steady, with 1,479 signals recorded in the past 90 days.