ITC's Classmate launches eduGAMES Infinity

ITC's Classmate has launched eduGAMES Infinity, a gamified notebook that blends play with education. It encompasses a fun and engaging initiative aimed at transforming learning into a delightful experience. Participation in the campaign will provide a chance to visit Hong Kong Disneyland.

This leg of the campaign will run in tandem with the national Disneyland EduGAMES campaign, which continues to reward curiosity, consistency, and clever thinking.  

To bring this to life, Classmate is rolling out a 30-city campaign starting May 24, inviting students to join the movement by simply buying a Classmate notebook and playing eduGAMES Infinity.

The campaign provides an opportunity to play with world champions. The sibling duo and Indian chess Grandmasters, R Praggnanandhaa and R Vaishali, will also dive into eduGAMES Infinity for 30 days.

R Praggnanandhaa said, “Classmate eduGAMES Infinity is not just about games — it’s a fun and effective way to train your mind. I’m excited to take on a new puzzle every day and see how students across the country challenge themselves, too.”

R Vaishali added, “We grew up solving puzzles at home, and they really helped us stay sharp and focused. It’s amazing to see Classmate bring that joy of learning to life for today’s generation in such an engaging manner.”

The idea behind the campaign is that learning should be joyful, igniting the fun side of learning. The initiative makes last page puzzles interactive, gamified, and rewarding. Students can scan the last page of the notebook and play a new game every day.

The parents of the Grandmasters stated, “When our children were young, we encouraged them to play puzzles and brain games every day. We’ve seen firsthand how these small habits helped build their mental discipline. Classmate eduGAMES Infinity reminds us of that journey — and it’s a wonderful way for other children to begin theirs.”

Speaking about the initiative, Vikas Gupta, chief executive, Education and Stationery Products Business Division, ITC, said, “We hope this initiative inspires students across India to explore eduGAMES infinity and become sharper from within.”

Participants from these 30 cities can compete on the EduGAMES leaderboard for a chance to win exciting daily prizes, including a Meta Quest VR headset, and the final reward — a trip to Disneyland.

ITC Classmate has a 25% market share of India’s INR 16,000-crore stationery market. The brand is currently facing significant challenges from local competitors due to aggressive pricing, as there has been a 20% to 25% drop in paper prices. This has resulted in a 35% year-on-year decline in the notebook segment's profitability in the Q2 of FY25 for the company. This is hampering the growth of ITC's overall FMCG-others division, and it also threatens the INR 1500-crore revenue generated by the Classmate brand. 

The BioQ-ITC merger can turn the tide in the brand’s favour as BioQ boasts of one plantable stationery item being sold every two seconds, which translates to a sale of 15–16 million items annually. The merger can help protect the market share of ITC Classmate and unlock INR 600-crore and new markets by FY27.