Byju`s Learning App: An Indian Edutech Startup`s Growth and Future Challenges

Code : MM0082

Year :
2020

Industry :Education

Region : Asia

Teaching Note:Available

Structured Assignment :Not Available

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Abstract: Byju Raveendran founded the eponymous ‘Byju’s Learning App’ in the Indian education technology sector in 2015. The app primarily targeted K-12 (kindergarten to standard 12) school going children in Indian metro cities and later the smaller cities and rural areas. It positioned itself as a viable alternative to classroom-based teaching. Within a short span of time, the startup became a great success story. As a result, it attracted private equity investments from top-notch foreign firms and went on to become a ‘quadricorn’ (more than $10 billion valuation) in 2020. The present case study chronicles the background of the promoter, the early days of the startup, the growth strategies it adopted to become the market leader, and the challenges it faced

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Pedagogical Objectives:

  • Understand the factors that contribute to the success of a startup.
  • Analyze the marketing mix of a technology-based product in a developing economy context.
  • Understand the business ecosystem of the education technology sector in India.
  • Critique the strategic thinking of the protagonist in the case in a rapidly evolving business competitive environment.


    Keywords : Edtech; Edutech; Education Technology; Startup, India; Entrepreneur; Strategy; Marketing Mix; Business Ecosystem; Technology Sector; Competitive Environment

    Contents :
    » INTRODUCTION
    » BACKGROUND NOTE
    » MARKETING STRATEGIES
    » GROWTH STRATEGIES
    » FINANCIALS
    » CRITICISM AGAINST BYJU’S
    » ROAD AHEAD
    » EXHIBITS


    Case Introduction >>


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