Emerging trend set by a start‐ups on Indian online education system: A case of Byju's

• Published date: 01 February 2021
• Author: Sasikanta Tripathy,Suman Devarapalli
• Date: 01 February 2021
• DOI: http://doi.org/10.1002/pa.2128

ACADEMIC PAPER

Emerging trend set by a start-ups on Indian online education

system: A case of Byju's

Sasikanta Tripathy|Suman Devarapalli

SRM University-AP, Guntur, India

Correspondence

Sasikanta Tripathy, SRM University-AP,

Neerukonda, Mangalagiri, Guntur, Andhra

Pradesh 522502, India.

Email: stripathy.iitkgp@gmail.com

The study is aimed at exploring the growth of Byju's Market in K12, which has

brought new and emerging trends in the field of education, especially e-learning has

been made easy through visualized, animated video, and audio classes for grades 4th

to 12th especially for mathematics and science subjects. It also extends its courses

for CAT, JEE, NEET, and IAS. The objective of the study is to describe the growth of

this startup to unicorn and becoming one of the most valued startup in India standing

in the 4th spot. The founder of Byju's wish to make the Indian education like what

the Mouse House did for entertainment. The study focused with comparison of fel-

low rival brands along with their SWOT analysis, purely based on secondary and

behavioral data which was collected from available websites, rating agencies, articles,

and case study of Harvard Business School, which were published in newspapers by

different personalities. There is high scope for the project in future for researchers in

this industry.

1|INTRODUCTION

India's most used e-learning app, Byju's, was founded by Raveendran,

who is one of most successful startup business person in India. It

involves in dealing with Ed-tech, Distance Education, and Mobile

learning (M-learning). Slogan for the app is “Fall in love with learning”

which attracted customers for boosting the business growth. The

unique selling point is “we make every student fall in love with learn-

ing and not focus on just the motivated ones and the toppers”(http://

byjus.com). The main segment of the business is to provide a platform

for e-learning with exited examples in order to increase the concen-

tration level of students. The target group comprises of students of all

categories, all boards in India, especially from classes 4th to 12th.

Besides this, the app also provides special products for graduates,

who try to crack competitive exams, such as CAT, IAS, GRE, and

GMAT. The position of the brand in the market is a leading educa-

tional technology space in the hearts of the young and dynamic kids

of India. It is the fastest E-learning app in India, only focused on learn-

ing the concept through visualization and explained through various

teaching tools, in a simple and better manner, where the learning out-

come is best in possible especially for mathematics and science

subjects.

The founder Raveendran believes that once children find e-learn-

ing as a fun method of learning, they can start by their own. It's like a

self-conveniences and motivation to construct faith in the minds of

students and parents. He says that simplified learning experience that

Byju's offers is the key reason for its huge growth. Byju's is strongly

controlled by men of 500 in R&D team, who tries to produce pack-

aged content for the students, the main of product of the company is

the mobile app which is termed as “Byju's the learning app”is

launched prestigiously in the year 2015. The most difficult and tricky

subjects such as mathematics and science were explained via visual-

ized digital animated videos around 20–30 min. As per the company

early estimations, it holds nearly 33 million users so far with minimum

paid-up subscribers of 2.2 million users annually. Besides that, the app

holds 85% of its customers throughout the year. Students spend on

an average 55 min every day, which results in developing their learn-

ing style with better understanding and maximum output from the

content learned (http://byjus.com).

As of September 2019 number of downloaded apps by the users

are 25 lakhs Plus. More than 200 Million questions have been cleared

by the experts to the subscribers. Its operation spread to more than

1,400 cities and towns across India (Warrier, 2018). To expand its

operations in India, the company had taken a decision to acquire US

Received: 18 January 2020Revised: 4 March 2020Accepted: 9 March 2020

DOI: 10.1002/pa.2128

J Public Affairs. 2021;21:e2128.wileyonlinelibrary.com/journal/pa© 2020 John Wiley & Sons, Ltd1of7

https://doi.org/10.1002/pa.2128