A

Project Report
On
Startups and Their Marketing Choice
Submitted in the Partial Fulfillment for the Degree of
Bachelor of Business Administration

S.S. JAIN SUBODH P.G. AUTONOMOUS COLLEGE, JAIPUR

(2021-22)

Submitted by: Submitted to:

Varun Pareek Ms.Chandni Sharma

Roll.no – 2041226

Enrollment no-19/003446
CERTIFICATE

This is to certify that the Project Report entitled “Startups and Their Marketing choice” in a record of
project work done independently by Mr. Varun Pareek under my guidance and supervision and it has not
previously formed the basis for the award of degree, fellowship or associate ship.

M.s Chandni Sharma

S.S. Jain Subodh P.G. (Autonomous) College

Jaipur

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DECLARATION

I, am Varun Pareek student of BACHELOR OF BUSINESS ADMINISTRATION semester V hereby

declare that the project work presented in this report is my own work and has been carried out under the
supervision of M.s Chandni Sharma of S.S. Jain Subodh P.G. (Autonomous) College. This work has not
been previously submitted to any other university for any examination.

Varun Pareek(2041226)
S.S. Jain Subodh P.G. (Autonomous) College

Jaipur

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ACKNOWLDEGEMENT

It is often in life that you get a chance of appreciating and expressing your feelingsin black and white to
thank people who have been a crucial part of your successes,your accomplishments, and your being what
you are today.

I take this opportunity to first of all thank the faculty at S.S. Jain Subodh P.G.(autonomous) College,
especially Dr. K.B. Sharma, Principle, and Dr. Chitra Rathore, Head, Department of BBA for inculcating
and instilling me the knowledge, learning, will-power, values and the competitiveness and professionalism
required by me as a management student.

I would like to give special thanks to M.s Chandni Sharmafor educating me silver lining in every dark
cloud. Her enduring efforts, guidance, patience and enthusiasm have given a sense of direction and
purposefulness to this project and ultimately made it a success.

I express my sincere and heartiest thanks to everyone who has contributed towards the successful
completion of the project.

Last but not the least; I would like to thank my family; my parents for supporting me spiritually
throughout my life.

The errors and inconsistencies remain my own.

Varun Pareek

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 Table of Contents

SR NO. NAME OF THE TOPIC PAGE NO.

1 CHAPTER- 1 INTRODUCTION OF THE TOPIC 6-23

2 CHAPTER- 2 INTRODUCTION OF THE INDUSTRY 24-33

3 CHAPTER-3 COMPANY PROFILE 34-40

4 CHAPTER- 4 RESEARCH METHADOLOGY 41-43

5 CHAPTER- 5 ANALYSIS AND INTERPRETATION 44-48

6 CHAPTER- 6 FINDINGS 49-50

7 APPENDICS 51-52
 BIBLOGRAPHY
 QUESTIONNAIRE

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 Chapter-1
Introduction of the Topic

What is startup?
A startup is a young company established by one or more entrepreneurs to create unique and
irreplaceable products or services. It aims at bringing innovation and building ideas quickly.

In our modern world, where everyone strives to bring innovation, a good idea isn’t enough to
create a startup. To understand the features of different startups better, the knowledge of different
types of startups should be needed .Startups can be classified as:

 Scalable startups

 Small business startups

 Lifestyle startups

 Buyable startups

 Big business startups

 Social startups

 Scalable startups
Companies in a tech niche often belong to this group. Since technology companies often have
great potential, they can easily access the global market. Tech businesses can receive financial
support from investors and grow into international companies. Examples of such startups
include Google, Uber, Facebook, and Twitter. These startups hire the best workers and search
for investors to boost the development of their ideas and scale.
 Small business startups
These businesses are created by regular people and are self-funded. They grow at their own
pace and usually have a good site but don’t have an app. Grocery stores, hairdressers, bakers,
and travel agents are the perfect examples.
 Lifestyle startups
People who have hobbies and are eager to work on their passion can create a lifestyle startup.
They can make a living by doing what they love. We can see a lot of examples of lifestyle

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 startups. Let’s take dancers, for instance. They actively open online dance schools to teach
children and adults to dance and earn money this way.

 Buyable startups
In the technology and software industry, some people design a startup from scratch to sell it to
a bigger company later. Giants like Amazon and Uber buy small startups to develop them over
time and receive benefits.

 Big business startups.

Large companies have a finite lifespan since customers’ preferences, technologies, and
competitors change over time. That’s why businesses should be ready to adapt to new
conditions. As a result, they design innovative products that can satisfy the needs of modern
customers.

 Social startups. These startups exist despite the general belief that the main aim of all startups
is to earn money. There are still companies designed to do good for other people, and they are
called social startups. Examples include charities and non-profit organizations that exist thanks
to donations. For instance, Code.org, a non-profit organization, encourages school students in
the US to learn computer science.

Startups and Unicorns have been the buzz words for a couple of years now and needless to say, this
decade has clearly been the decade for startups. All around the globe, the rise as well as the fall of various
startups can be seen. Same is the story for India as well. 

For every Oyo, Zomato, and Flipkart, there are countless other startups that were not able to survive and
had to shut shop. However, India has been doing quite well and has really grown and built an ecosystem
of startups for itself. This growth was not achieved in a day, and you can continue reading to know more
about how this was achieved.

Startups in India
The word startup is often related to Silicon Valley in the U.S., which saw the rise of so many great
startups like Facebook, Google, etc. However, now the dynamics around the world are changing and that
too very rapidly. Startups are now even related to Shanghai in China and Bangalore in India. 

In fact, India ranks third in the global list of countries with the largest startup ecosystems, right after the
U.S. and U.K., and it seems like there is no stopping this growth. India recorded additions of
approximately 1300 new startups in the year 2019, with the figure for the number of tech startups reaching
to around 8900-9300. 

Business and trading is something that has been in the blood of Indians throughout. This is something that
can be seen in the history textbooks as well. However, there are certain touchpoints in history that really
helped in accelerating the startup growth.

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There was a major turning point in the 1980s.This was the time when Rajiv Gandhi, the current Prime
Minister, introduced the Liberalisation of the Computer Industry, and it was during the 1980s that
N.A.S.S.C.O.M. was also launched. This really led to a growth of the digital industry in India.

Another touchpoint to notice would be the year 2008, that is after The Great Recession. This brought
many economies to their knees, and companies all over the world started laying off their employees.
There was a constant fear among employees all over the world of losing their jobs. 

This had a major impact on I.T. professionals in India. Many started looking for newer alternatives, and
many who were fired from their jobs decided to take a step forward in the startup direction. Many famous
startups in India like PolicyBazaar, Zomato, etc. were founded during this period.

After this, there has been no stopping for startups in India. It has continued to grow at a large rate.
However, it is also important to know the reason why these startups have been growing at such a rapid
pace in our country. 

Reasons for Startup growth in India

The startup growth in India was something that was gradual in nature, and there are quite a few reasons
why India became such a sustainable environment for startups to thrive in. Some of the major reasons are:

The pool of Talent - India has a pool of talent. India has a population that has a majority of the younger
generation. This shows the amount of potential that India has in terms of talent. There are millions of
students graduating from colleges and b-schools every day. Many of these students use their knowledge
and skills to begin their own ventures, and that has contributed to the startup growth in India. In the past,
much of this talent was attracted to only the big companies, but now that is slowly changing. 

The cost of setting up businesses is low - India is a labor-intensive country rather than being capital
intensive. Also, the labour here can be hired at very cheap rates. So, compared to some other countries,
the cost of setting up a business here is comparatively low. In fact, this is the reason why many
multinational corporations as well, decide to set up their plants and offices in India. This is one factor that
was really capitalised by the startup owners as well.

Government Boost - This past decade has seen a massive startup growth in India and one of the reasons
for this could be attributed to the various schemes launched by the Government. Some of the major
schemes that were introduced to boost entrepreneurship were StartUp India and StandUp India. The
Government also tries to encourage ventures in new sectors or in certain rural areas by providing subsidies
to them. 

Increasing use of the Internet - India has the world’s second-highest population, and after the
introduction of affordable telecom services like Reliance Jio, the usage of internet has really increased. It
has even penetrated to the rural areas now. India has the second-largest internet user base after China, and
companies and startups can really leverage on this easy access to the internet. Not only can it be used to
spread the message about a new business, but it can also be used to gather new information as well. So,
communication has become much easier. This is also one of the major reasons for the startup growth in
India. 

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The advent of Technology - The evolution of startups in India has also been due to the advent of
technology. This has led to businesses growing by leaps and bounds. Technology has made the various
processes of business very quick, simple and efficient. There have been major developments in software
and hardware systems due to which data storage and recording has become a very easy task. Now because
of the trend around artificial intelligence and black-chain, many new startups are considering these
options as well.

Variety of funding options available - Earlier there were only some very traditional methods available
for acquiring funds for a new business model, which included borrowing from the bank or borrowing
from family and friends. However, this concept has now changed. There are numerous options and
opportunities available. Startup owners can approach angel investors, venture capitalists, seed funding,etc.
This availability of options and easy accessibility has also contributed to the growth of the startup
ecosystem in India.

Startup Ecosystem in India

In 2014, there were approximately 29,000 startups in India. However, these numbers slowly and gradually
started rising. This number reached around 55,000 in 2020. Every day around 3-5 startups, new startups
are born. In order to analyze the ecosystem that exists in India, we can first look at the different industries
in which these startups exist. 

Different sectors where startups exist

With the importance and encouragement given to digitalization and the Government’s campaign of
Digital India, the startup trend saw a  significant rise in the technology sector. In 2019, the number of tech
startups in India grew to from 8900 to 9300 with around 1300 startups being added in the year 2019
itself. 

So, the startups sectors in India can be broadly divided into two segments- tech-based startups and non-
tech based startups. The tech-based segment includes sectors like Fintech, E-Commerce, Edtech and
Healthtech, whereas, the non-tech based segment includes Agri-products, Construction, Textiles, etc. 

While sectors like e-commerce have become mature and seen a lot of growth, industries like Fintech,
Edtech and Healthtech have really been in the limelight recently. Let’s take a look at some of these
industries in detail.

Fintech Sector 

With the advent of technology, finance has grown from what it used to be traditional. Now, technology is
very much integrated in it, and it is growing rapidly. Robo Advisory, Insurtech Digital Payments, etc. are
all developing.This is definitely one of the up and coming sectors in the ecosystem of startups in India. It
is still in the beginning phase, but there is a lot of growth potential. With India moving towards a cashless
economy and digital payments gaining trend, Fintech is a booming industry. 

Also, India is one of the fastest-growing fintech markets in the world with its adoption rate being ranked
the highest, along with China. 

A good example of a company from this sector in India is,

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Paytm, which was founded in 2010, by Vijay Shekhar Sharma. The company started off as a prepaid
mobile platform and a recharge platform. It created the Paytm Wallet for enabling digital payments and
also started e-commerce services on its website and mobile application. Recently, it also started
stockbroking services. Paytm is also a Unicorn, currently valued at about $10 billion. It also has a lot of
investment from foreign investors which include Alibaba Group, Softbank, etc. 

EdTech Sector

This sector is also growing very rapidly, especially now during the coronavirus. Schools and colleges
have not been able to function properly, and many had to go online and embrace the world of tech with
the virtual mode. Due to this, the demand for online modes of learning has also grown tremendously. 

Further now, with the New Education Policy that has been introduced recently, more emphasis will be
given to technology-driven education systems, with an introduction to coding as well. 

According to a report, India’s edTech market might reach a value of $3.5 billion by the year 2022. This
includes the estimation that Class 1-12 will create a valuation of about $1.7 billion, and post-class 12 will
create a valuation of about $1.8 billion.

In the Edtech sector, one startup that has been doing really well is,

BYJU’S, which has enjoyed a significant growth potential in the past few years. The lockdown attracted a
lot of new customers to their website. During April, the company earned a revenue of around Rs. 350
crore. Recently, taking advantage of the New Education policy, Byju’s also acquired another ed-tech
company called WhiteHat Jr. which provides coding classes to school students.

This clearly shows how there is so much scope for growth in the education sector and how technology can
play a key role in the coming years and how new startups can leverage it.

HealthTech Sector

After IndiaStack, the next goal is the National Health Stack, which aims to do the same job as IndiaStack
and transform the way data storage works. This might help build the infrastructure in the health care
sector. The APIs for the National Health Stack also recently began with its testing phase. If it works out
well, then it might be a step in the right direction, which will help make the hopes of health tech a reality.
However, for that, it must be safe and reliable for its users. 

In the midst of the Coronavirus Pandemic, India has been struggling in this war. However, in order to
fight this situation, Niti Aayog has even approached startups to come up with new innovations that can
boost the healthcare infrastructure of our country and also result in solutions like telemedicine, conference
solutions, etc.

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Healthplix is a startup that provides software for clinical purposes to doctors. It provides the service of
Electronic Medical Record software (EMR) to doctors and also provides them with the service of Clinical
Decision Support (CDS) and enables the doctors to generate e-prescriptions within seconds. Recently, the
startup was able to raise funds to the tune of $6 million, which brings its total funding amount to around
$10 million

Startup Geography

With India being a startup hub, it is also important to identify the major areas or cities, which have seen
tremendous growth in startups. Seeing the geography of India, it can be seen that most of the startups
operate in Tier-1 cities. The top 3 cities for startups in India are Bangalore, Mumbai and NCR, which
account for over 65% of the total startups that operate in India. It is also important to know the reasons
why these cities are so popular among startup owners. 

The major hub for startups in India is Bangalore that holds around 27% of the total number of startups in
India. The reason for this is a large number of multinational corporations and IT industries that have
opened up in this city. This makes it a city which has a high corporate culture, and for this reason, it is
really conducive for the growth of startups as accessing resources and raising funds becomes easier. 

Bangalore is ranked as one of the five fastest-growing startup cities of the world and was also present in
the list of the world’s 20 leading startup cities in the 2015 Startup Genome Project.

Delhi/NCR and Mumbai are also growing in terms of the number of startups. Delhi/NCR accounts for
24% of the total startups in India, while Mumbai accounts for 17%. Mumbai is also the finance capital of
India, so it houses a lot of fintech startups, and Delhi/NCR also has many startups. However, some believe
that Delhi and the area around is not that safe for women in general, and that is why the flexibility is less.

The ecosystem for startups is also developing in the Tier 2 cities. Cities like Pune, Hyderabad, Kolkata
and Ahmedabad are considered to be the emerging cities for startups. Even Kerala, Chandigarh and Jaipur
are emerging as startup hubs.

Impact of covid-19 pandamic on Startups:

The future for startups has now become bleak due to the current coronavirus pandemic. However, this is
something that should not be worried about. We have seen in the past as well, that it was the Great
Recession that made many people think outside the box. 

This led to the emergence of some very great startups that have now transformed into huge companies.
Whatsapp, Instagram, Zomato, Uber, etc. all were founded during the period of recession. So one good
thing about this pandemic could also be that it may have given an entrepreneur just the right idea to start
the next big thing. 

Also, many Indians in the U.S. right now are fearing for their jobs because of the H-1B visa situation
introduced by the Donald Trump Government. This is especially the case with those working in the I.T.

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Industry. This might encourage the talent abroad to move back to India, and this could further lead to
some growth in the Indian startup industry. 

With technology emerging at a very fast pace, it would further lead to the growth of more startups in the
country, and with the different government initiatives, many people might be encouraged. So, for now, the
road for startups seems to be heading in the right direction. 

India is well on its way to achieving some great heights in the startup ecosystem. The pandemic may
impact the growth of startups, but this has also led to a huge demand for various other services under
different startup sectors in India, like ed tech and health tech. 

Other than that during the lockdown, many people had really started focusing on their health and fitness,
which has also led to the growth of some innovative startups relating to mindfulness and fitness. Looking
at these positive impacts, we can say that the growth of the startup ecosystem in India will not be deterred.

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Indian Startups- Swot Analysis
Strengths

 Boldness
 Agility
 Access To TalentFresh Culture

Weaknesses

 Fragility
 Cash Balance
 Hardship
 No Name

Opportunities

 Unlimited Upside
 Ride A Wave
 Greenfields
 Learning

Threats

 Brain Rape
 Legal
 Compliance
 No exit

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Startups road ahead
India holds a unique position in the world for several reasons, and having one of the youngest

populations is perhaps the most pivotal. With 62 per cent of the population in the working age group

and 54 per cent below the age of 25, India have the advantage of leveraging the skill and ability of our

youth to drive the nation forward through productive output and innovation.

While India has historically and culturally been an entrepreneurially-driven nation, the last decade-

and-a-half has witnessed a significant change in the landscape from the founding of new startups, to

global investor interest, to the advances made in infrastructure and policies. In 2021 alone, Indian

startups have so far raised upward of $20 billion in funding, achieved unicorn statuses, and more.

The proliferation of this startup economy has brought with it new business opportunities, innovation,

tech-centric approaches and job creation across sectors. While the flow of investments from traditional

industries into tech-focused sectors has been instrumental for entrepreneurs, India’s own growing tech

prowess has had an inspirational journey in the last few decades.

From 2011, when India’s first private company achieved unicorn status, to being on track to have a

50-plus strong “Unicorn club” in 2021 according to Nasscom, the country now finds itself at the

epicentre of entrepreneurship.

A mature startup ecosystem, with seasoned entrepreneurs and technology-led solutions, paves the way

for innovation and expanding its global footprint. Since India’s independence, the economy has

rapidly diversified and grown beyond agriculture to become a potential technology powerhouse,

where entrepreneurs are creating world-class products and services to solve real-time challenges.

While value creation lies at the centre of entrepreneurship, Indian startups are also taking big strides in

building synergies and partnerships with global entities, further demonstrating the evolution of the

startup ecosystem and its appetite for innovation, collaboration and disruption.

Even amid the Covid-19 pandemic, Indian startups have rapidly innovated to provide indigenous,

tech-enabled solutions to combat challenges from testing kits and ventilators to remote monitoring,

and preventive technologies, as well as innovations in supply chain management, logistics, and

education. In fact, one of the paradigm shifts brought about through technology during the pandemic
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has been systemic shift to online education and remote learning at scale. Solutions built by Indian

startups saw widespread adoption not just domestically but also on a global scale, firmly establishing

the country as a cornerstone of tech and innovation in the world.

The steady rise of Indian IT companies in the 2000s, a large talent pool of a skilled workforce,

increased expendable income, and rising capital inflows have collectively contributed in large part.

Today, India is home to more than 40,000 startups and is building a robust tech and internet

infrastructure. Moreover, the ability of the young generation to take risks, move fast, and disrupt

things without fear, has become our biggest asset today. The fact that Indian startups are becoming

global entities by creating products and solutions for world markets is a testament to this approach.

From industrial conglomerates, banks, automobile giants, software pioneers to tech startups, India has

been steadily scripting its growth story. Global investors too are realising the potential upside in

India’s huge, under-penetrated market as the country steadily makes a place for itself as a leading

R&D hub for many Silicon Valley companies.

However, in order to transition beyond the current capabilities and achieve the demographic dividend,

education, and reskilling, and upskilling of our workforce is crucial. We must also recognise and

acknowledge that apart from the domestic policy environment, the global environment and

technological advances are also changing, and it is imperative that India is prepared for this

revolution. And so, apart from policy-level decisions that promote entrepreneurship, the onus is also

on India’s corporate sector to foster entrepreneurialism, and create synergies to build impactful

technology solutions, sustainable and resource-efficient growth.

With Indians set to make up one-fifth of the world’s working-age population in the next five years and

likely to have an estimated 850 million internet users by 2030, the country stands at the cusp of

unprecedented economic growth, and the opportunity to be a global game-changer. Speed, inclusion,

and sustainability are key elements in this mission, as is the youth of the country. Coupled with the

nation’s focus on strengthening digital infrastructure in healthcare and education, and boosting

employment in manufacturing, there is little doubt that India will be a powerhouse of the global

economy.
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The collective future efforts of the public and private sectors to improve physical and digital

connectivity will also help unlock the untapped potential of rural and semi-urban India to truly lead

Industry 4.0 and beyond.

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 What is Marketing?
Marketing is the process of getting potential clients or customers interested in your products and
services. The keyword in this definition is "process." Marketing involves researching, promoting,
selling, and distributing your products or services.

This discipline centers on the study of market and consumer behaviors and it analyzes the
commercial management of companies in order to attract, acquire, and retain customers by
satisfying their wants and needs and instilling brand loyalty.

Today, marketing is something that every company and organization must implement in its  growth
strategy. Many companies use marketing techniques to achieve their goals without even realizing
it, as they work to promote themselves and increase sales of their product or service. These days,
marketing is one of the key aspects of business. 

People often do not know exactly what marketing is and, when asked, they define it as selling or
advertising. While these answers are not wrong, they are only a part of marketing. There are many
other aspects to marketing like product distribution, promotion, designing and creating materials
like landing pages and social media content, improving customer experience, doing market
research, establishing market segments, and much more.

Marketing is very broad and encompasses all the strategies that help a company, brand, or
individual achieve their objectives.

Marketing Mix (The 4 Ps of Marketing)

According to E. J. McCarthy, the 4 Ps of Marketing are a simple formula for identifying and working

with the essential elements of your marketing strategy.

 Product. Having a product is key and is the root of all things marketing. A product could be

anything that a company offers consumers to satisfy a need. The best thing to do is to decide on

your product or service based both on the needs and motivations of consumers and how the

product would benefit the consumer, rather than on the object’s physical characteristics or

attributes.

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 Place. Strategic merchandising locations can be anything from an online store to a channel of

physical stores across multiple towns or countries. The goal of the distribution strategy is to

enable potential clients to have easy access to your products/services as well as offer a good

experience throughout the purchasing process.  

 Price. How you price your products and services is an extremely important part of

the marketing strategy. This factor affects other factors such as:

o The margin you hope to obtain.

o What target market do you want to appeal to and what purchasing power do your consumers

have? Do you want to enter the luxury market or the mass market?

o The company's financial goals.

o How does the competition price their products and what possible product substitutes are

there?

o Trends and fads.

o Increasing your price in order to give a better perception of quality.

 Promotion. This refers to all the marketing and communication that is done in order to showcase

the benefits of your product or service within the market. This is how you increase sales.

History of Marketing

 1450, Gutenberg invents the printing press. The world of books and mass copies is

revolutionized.

 1730, the magazine emerges as a means of communication.

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 1741, the first American magazine is published in Philadelphia.

 1839, posters become so popular that it becomes prohibited to put them in London properties.

 1922, radio advertising begins.

 1933, more than half of the population in the United States (55.2%) has a radio in their home. 

 1941, television advertising begins. The first advertisement was for Bulova watches and

reached 4,000 homes that had television.

 1946, more than 50% of the homes in the United States already had a telephone.

 1954, for the first time revenue from television advertising surpasses revenue from radio and

magazine ads. Telemarketing grows as a means of contacting buyers directly. 

 1972, print media suffers an exhaustion of the outbound marketing formula.

 1973, Martin Cooper, a Motorola researcher, makes the first call through a cell phone.

 1981, IBM launches its first personal computer.

 1984, Apple introduces the new Macintosh. 

 1990-1994, major advances in 2G technology, which would lay the foundation for the future

explosion of mobile TV.

 1994, the first case of commercial spam through e-commerce is produced.

 1995, the Yahoo! and Altavista search engines are born. 

 1995-1997, the concept of SEO is born.

 1998, Google and MSN launch new search engines.

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 1998, the concept of blogging arises. By mid-2006, there are already 50 million blogs

worldwide.

 2003-2012, the era of inbound marketing begins.

 2003-2004, three social networks are launched: LinkedIn, MySpace and Facebook.

 2005, the first video is posted on YouTube

 2006, Twitter is born.

 2009, Google launches real time searches.

 2010, 90% of all American households have a cell phone. Instagram is created in October 10.

Young people between the ages of 13 and 24 spend 13.7 hours on the Internet, compared to

13.6 hours watching television.

 2011, Snapchat is created, driving even more young users to their phones and fueling the

social media app craze.

 2012, there are already 54.8 million tablet users.

 2014, the rise of influencer marketing begins. Users and brands alike begin to realize the

power of social media users with large followings. Marketing tools for Instagram and other

platforms abound

 2014, for the first time ever mobile usage outweighs desktop usage. More users are checking

social media, reading emails, and making purchases on their phones. 

 2015-2016, big data and marketing automation are explored and used more robustly to

advertise to users. 

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  2018, video marketing continues to grow, especially with Instagram’s launch of IGTV. Video

content is no longer just limited to YouTube and Facebook. 

 2019-2020,Focus on new generation leads to the invention of apps like tik-tok and reels

feature on social media(Instagram,Facebook,etc)

Importance of Marketing

1. It spreads name
Good marketing helps to put business products and services at the front of every customer’s mind.
Marketing helps business to establish brand, and makes business the first option to turn to when in need
of a specific product.

2. It boosts sales
Once business found a way into customers’ consciousness, the chances of being able to sell y product,
service, or brand to them have significantly improved . Once business become visible to audience,the
company name will be on their lips, and word of the quality of products and services will spread.
Without marketing, these sales wouldn’t have been possible.

3. It helps gain and retain customers

Once company has built solid foundations and made its name, marketing will enable companyv to retain
customers and create a solid following of loyal consumers – a critical factor in not losing ground to the
fresh and trendy products that hit the market.

4. It enhances company’s reputation

Any success company achieve with the business will rely heavily on having a strong, trustworthy
reputation. Marketing will build brand-name recognition, and company’s reputation that grows
company’s business and sales. Ever-growing reputation will therefore be built on strong and smart
communication and the quality of what company offer to audience and marketing is a vital component in
all of this.

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5. It saves time
By promoting product or service through marketing, business will boost its sales and reach target
audience considerably faster. Effective marketing helps company to get discovered by audience and
engage with them while also enabling you to get on with the other duties critical to business’ success.

Different Marketing Strategies  

Marketing Plan: Discover what a marketing plan is, why you need to design one, and the keys

to creating a strong plan. Without a marketing plan, a company or brand can’t reach its goals.

Digital Marketing: Digital marketing is the discipline of marketing which focuses on

developing a strategy solely within the digital environment.

Direct Marketing: Direct marketing is a type of campaign based on direct, two-way

communication that seeks to trigger a result from a specific audience.

Email Marketing: Email Marketing is one of the most profitable and effective techniques in

terms of return. Naturally, it consists of sending emails to your audience, but make sure to define

your segments well in order to be effective.

Mobile Marketing: Mobile Marketing is a broad concept which brings together all marketing

campaigns and actions focused exclusively on mobile platforms and applications (i.e. smartphones

and tablets).

Viral Marketing: Having something go viral is every company’s dream. Viral

Marketing spreads from one person to the next and is capable of going incredibly far incredibly

fast.

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Performance Marketing: Performance Marketing is a methodology which applies various

marketing methods and techniques and guarantees advertisers that they only have to pay for

achieved results.

Inbound Marketing: This methodology focuses on creating valuable content to attract

qualified web traffic and work towards the final sale. 

Content Marketing: Content marketing is a technique of creating and

distributing valuable, relevant and consistent content to attract and acquire a clearly

defined audience with the objective of driving profitable customer action. content marketing involves

various methods to tell the brand story. More and more marketers are evolving their advertising to

content marketing/storytelling to create more stickiness and emotional bonding with the consumer. 

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 Chapter-2

Introduction of Industry
India has a third largest startups ecosystem in the world with about 60,000 startups in different
sectors(llike, Fintech Sector, EdTech Sector, HealthTech Sector ,etc) , it is difficult to express each
industry and every startup . So I am going to take EdTech industry to show startups marketing
choice(with the help of Byju’s company).

Introduction to EdTech Industry

India holds an important place I in the global education industry. The country has one of the largest
networks of higher education institutions in the world, with ~260 million students enrolled in >1.5 million
schools and ~39,000 colleges, primarily dominated by the private sector. According to the British
Council’s report, The School Education System in India – 2019, the Indian formal education system
comprises four levels: primary (for ages 6-10), upper primary (ages 11-12), secondary (ages 13-15) and
higher secondary (ages 17-18). Pre-primary (ages 3-5), vocational classes, coaching classes and
technology-based education courses act as a supplement to the formal education system. The presence of a
large working population and increasing requirement for skilled workers are instrumental in the prominent
growth of vocational education in IndiaThe Indian education system is often the subject of debate over
outdated curriculum, rote learning, cost of education, quality of teachers and lack of infrastructure. On the
positive side, our country boasts of world-class institutes such as Indian Institute of Management (IIM),
Indian institute of Technology (IIT), All India Institute of Medical Sciences (AIIMS) and Jawaharlal

24
Nehru University (JNU). We are also one of the largest and oldest education systems in the world.

The formal education in India still constitutes of traditional model or the brick-and-mortar classes.
Students have to attend schools and colleges to complete their education. While the conventional model is

the commonly accepted mode of formal education across the world, the education fraternity is opening up
to online education or e-learning as it is also referred otherwise. Everything is going online. And, so is
education.

Scope of E-learning
Online education goes beyond the realms of secondary, post secondary and tertiary education. It also
includes courses and modules for competitive exam preparation, professional skill enhancement, and other
non-academic subjects.

E-learning is Big in India

According to a latest report, the Indian e-learning market size was USD247 million, comprising 1.6
million users in 2016. It is expected witness an 8X growth to reach USD1.96 billion and the current user
base will grow at 44 percent CAGR to 9.6 million users by 2021. 34

In fact, India’s e-learning market is the second largest after the US which is forecasted to grow by 15.64
percent and exceed $48 billion .

25
Key Drivers of E-learning Growth in India

The online education in India is evolving at a swift pace owing to the following
factors:

1.Growth in internet and smartphone penetration

The number of internet users is expected to reach 730 million by 2020, almost double from what it is
today at 432 million. India may replace China to have the second largest users after the US.

Similarly, India is also the world’s third largest smartphone market with a number of users expected to
reach 369 million by 2018. It is also estimated that mobile internet users will cross 300 million by the end
of 2017 from 159 million users at present.

The internet offers huge accessibility to enrol for distance courses for the young demographic (15-40
years). They are the most active consumers of smartphones and internet, and it is they who will be looking
for online learning modules to fulfil their educational requirements without having to move out of home,
office or city, and spending exorbitantly. The internet also makes diverse courses, degrees and

certifications from around the world easily accessible to urban as well as rural, and mentally or physically
restrained population.

2. Cost of online education is low

A survey reveals that there has been a 175 % rise in the average annual private expenditure for general
education (primary level to post graduation and above) between 2008 and 2014. During the same period,

the annual cost of professional and technical education has increased by 96%. Parents spend Rs36,000 on
secondary education in government school for six years, and Rs3,96,000 in private schools. If the kids are
studying in boarding, the cost is close to Rs 18 lakhs. The graduation and post graduation degrees in
engineering, medicine, science and commerce are unusually expensive. Online education providers can
reach out to the masses without setting up a physical infrastructure or incurring administrative costs such
as staff salaries, stationery, books, etc. Hence, the cost savings are passed to the users.

3. Traditional model unable to fulfil the additional capacity

The aim of the government is to raise its current gross enrolment ratio to 30% by 2020. India will have the
world’s largest tertiary-age population and second largest graduate talent pipeline globally by the end of
2020. However, the existing educational infrastructure is not equipped to meet the additional capacity.
The e-learning can supplement the conventional model, and bridge the gap to a considerable extent.

4. Digital-friendly government policies

26
The ruling government has launched several programmes under the initiatives such as ‘Digital India’ and
‘Skill India’ to spread digital literacy, create a knowledge-based society in India, and implement three
principles ‘access, equity and quality’ of the Education Policy.

e-Basta (schools books in digital form)

e-Education (all schools connected with broadband and free wifi in all schools and develop MOOCs –
develop pilot Massive Online Open Courses)

Nand Ghars (digital tools as teaching aids)

SWAYAM (MOOCs based on curriculum taught in classrooms from 9th class till post-graduation)

India Skills Online (learning portal for skill training)

In order to establish digital infrastructure, the government has also launched National Optical Fibre
Network (NOFN) which aims to expand broadband connectivity and faster network.

5. Demand among working professionals and job-seekers

The Indian job scenario is currently reeling under the twin pressure of layoffs and job paucity, especially
due to automation and slow-down in the global economy. According to a World Bank report, automation
is threatening 69% of jobs in India. There have been massive layoffs in IT, BFSI, Telecom and
Manufacturing sectors, and people are being replaced by technology driven by machine learning and
artificial intelligence.

The current unemployment rate is 5%, which is the highest in the last five years. With around 1 million
Indians enter workforce every month and India’s working age population expected to reach 64% of the
total population by 2021, there is a dire need of job creation. However, a report warns that India is likely
to face job shortage in the next 35 years.

It has been also found that 58% of unemployed graduates and 62% of unemployed post-graduates say that
non-availability of jobs matching their skill and education is as a primary reason for their unemployment.
The existing formal degree courses taught in India do not impart ‘on-the-job’ skills.

Owing to all these factors, both job-seekers and working professionals feel a need to gain, refresh or
enhance skills through career advancement courses. They feel that such courses could increase their
chances of landing better jobs, switch jobs, get promotions, negotiate better pay packages and stay
industry-relevant. Online career courses are affordable, give hands-on knowledge, can be completed in
one-fourth time that of an offline course, and offer flexibility in terms of personal schedule. They can be
done anywhere, anytime at one’s convenience.

27
But, Challenges are Still Many

Online education is definitely has a bright future in India, but the journey is fraught with several
challenges.

1.Insufficient digital infrastructure

While the government has been making efforts to create and improve a digital infrastructure across the
country, there hasn’t been any noteworthy progress. According to World Economic Forum, only 15 out of
100 households have access to the internet, and mobile broadband remains for a privileged few, with only
5.5 subscriptions for every 100 people. Further, currently broadband reaches just about 600 corridors,
largely in and around the top 50-100 Indian cities, leaving rural areas with poor connectivity.

2.Poor learning engagement

In traditional classrooms, the student-teacher and peer-to-peer engagement is very high. Learners can
approach the instructors and fellow students for feedback or discussions, and get their concerns addressed
on-the-spot. E-learning is yet not developed to a level to stimulate open-ended or crowd learning, unless
the courses are imparted live with the help of an online instructor.

3.Lack of standardization, credibility and quality

The lack of standardization of online programmes and their formal acceptability still remain a concern.
The e-learning players offer multiple courses on the same subjects with different levels of certifications,
methodology and assessment parameters. Online courses are designed and imparted by different
instructors, who may be given autonomy to design the curriculum. So, the quality of courses may differ
across different e-learning platforms. Most online courses do not get academic credits, credibility and
recognition in the traditional educational eco-system.

4. Language of the courses

India is a multi-linguistic country, and a majority of the population comes from non-urban areas. The
online courses, mostly focus on English content. Hence, non-English speaking students struggle with the
availability of vernacular content.

5. Low completion rates

Online courses are self-paced learning. There is minimum or negligible motivation due to lack of face-to-
face interaction. Hence, the completion rate of online courses is very low.

Key Trends
E-learning sector in India will witness the following trends in the next few years:

EdTech funding focused on start-ups

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Indian EdTech start-ups raised more than US$ 1.43 billion across 100 deals in 2020. The COVID-19
pandemic disruptions and subsequent lockdowns compelled both parents and educational institutions to
implement tech-enabled learning solutions, making EdTech the most funded sector in the country. Of the
total funding raised, Byju’s leads with 57%, followed by Unacademy (10.5%) and Vedantu (9.5%).

Since 2020, India has seen four EdTech start-ups turn into unicorns (Unacademy, UpGrad, and Eruditus
and Vedantu) and one into a decacorn (Byju’s). A unicorn is a company valued over US$ 1 billion and
decacorn is valued >US$ 10 billion
Hybrid model

There will be a convergence of online and offline education model. Online course providers will work
actively on providing supplementary education, such as after-school coaching, e-tutorials, internships and
live projects. They will also reach out to students at offline touch points like group discussions and labs.
There will be virtual classrooms where traditional offline pedagogy will be aided by digital courses on
practical knowledge and soft skills.

Addition of new and off beat subjects

Apart from the popular subjects like data science, cloud computing and digital marketing, the e-learning
curriculum will look to offer courses in unexpected subjects such as culinary management, forensic
science, cyber law, etc.

Gamification

In order to make learning more interesting, competitive and rewarding for academic students and
professionals, the digital courses will incorporate features such as badges, discounts and leader boards.
Corporates, educational institutions and e-learning platforms will come together to co-develop content.

Peer-to-peer learning and profile mapping

29
E-learning providers will develop peer-to-peer model to establish collaborative learning between students
through notes and idea sharing on a common platform. Technology such as artificial intelligence, big data,
data analytics, facial recognition, etc., will be used to offer profile-based customized courses.

Investment in edtech sector

In India, edtech has been the most funded sector in 2020 with venture capital (VC) investments in edtech
start-ups having tripled from January to July 2020 to US$ 998 million, from US$ 310 million. According
to experts, many edtech companies are seeing a 3-5% rise in free audiences and ~50-100% growth in
monthly revenues due to the ongoing COVID-19 pandemic. This development signifies the fast
emergence of the edtech segment as a favourite sector among global and domestic venture capital and
private equity firms. According to Venture Intelligence data, between January and June 2020, investors
infused US$ 998 million in 31 deals, over 42 deals worth US$ 404 million reported in 2019.

Furure of Industry

At present, due to the global pandemic, schools and universities across countries have switched to digital
or online models to allow students to continue their learning. This has potentially disrupted the well-
established models in school (K-12) education and university formats permanently. The popularity of
tech-enabled learning solutions in the Indian education system is only going to accelerate further as
educational institutions, teachers, 13 parents and governments become increasingly willing to adopt
technology. The sector is likely to witness heightened activity in innovation, new ventures, investments
and mergers & acquisitions (M&As) in the future. New Education Policy 2020: With varying
circumstances, changes have been made in the education policy focussing on the importance of leveraging
technological advantages. In the policy, various initiatives will be undertaken such as pilot studies for
online education, content creation, digital repository and dissemination, setting up digital labs, providing
training incentive for teachers and need for standards on content, technology and pedagogy for
online/digital teaching and learning. Covid-19 influence on the edtech market: Various government
initiatives such as Swayam, DIKSHA and E-Vidya and individual state initiatives, during the COVID-19
pandemic, reflect that transformation of the education sector is the need of the hour and that the edtech
companies are the ones that have a significant role to play in this change. Therefore, while the edtech
companies are improving their digital ecosystem to reach out to more students and working professionals,
the government must design initiatives and reforms to encourage online learning in the country. The
digital infrastructure must be improved across Tier 2 and Tier 3 cities. Digital platforms need to cater to
the user experience for regional viewers with options of translation and transliteration of the online
learning interface. Lastly, innovative pricing model must be worked out in collaboration with schools and
the government. Post Covid-19 influence on the edtech market: As growth in the sector is likely to decline
in the future, the number of users might not drop as they have already invested in digital tools such as
30
smartphones or laptops to access the online learning courses. In a Forbes India article in 2020, Arjun
Mohan, CEO of upGrad, India said, “COVID-19 gave the edtech sector an opportunity to service
customers who had never used such platforms before. If their experience was good, they’ll stick on.”

Online Education Market Outlook in India

The online education market in India is to be highly impacted by the emergence of cloud computing. The
cloud technology enables eLearning companies in India save a significant amount of data, content, and
information on a single platform. The saving of data makes easier for users and providers to manage,
procure, process and access information from anywhere possible. Another major eLearning market trends
is the rising popularity of big data and learning analytics. The eLearning market in India is forecast be
worth over $18 billion by 2022.

The technology helps online course providers measure learner’s preferences, failures, success, and
behaviors, thereby obtaining actionable intelligence to improve course designs. Thus, rising awareness of
analytics will push growth in the online education market in India. With the rising demand of prospective
learners looking for alternative education sources, the country offers significant opportunities for
eLearning companies in India, offering products or services based on digital platforms. The significant

adoption of latest technologies and methods the Indian online education market size is expected to grow in
leaps and bounds.

Key Players In Indian Edtech Industry:

Byju’s Classes: Byju’s has become India’s largest education technology (learning) company by
reinventing the way students learn, through its learning app, with >3.5 million students on the platform.
The learning app offers original content, watch-and-learn videos, animations and interactive simulations.
The company raised US$ 75 million from Sequoia Capital and Sofina. “The main idea behind starting
BYJU’S was to make learning accessible, effective, engaging and personalised for everyone,” said Byju
Raveendran, founder of Byju’s.

Meritnation: It is an online education portal that provides interactive study materials for K-12 students.
The website has crossed 10 million users and claims to be adding 8000 new K-12 students every day, of
which >60% are mobile users. In addition, 30% users are from Tier-2 cities and below. Meritnation
reported revenue worth US$ 3.2 million in 2014-15.

LearnSocial: It works on an aggregator model and offers live instructor-led online courses on a wide
range of topics including technology, languages, business management, robotics and arts such as music,
editing and others. The platform supports low internet speed; thus extends its reach to remote areas. It has
partnered with >200 experienced industry experts and has >200,000 users; raised US$ 5 million in Series
A funding.

Intellipaat: Established in 2011, the company provides online training to IT professionals through
corporate training and self-paced courses and offers >80 technological courses across different domains. It
has witnessed ~1,000% increment in terms of growth and has >2,000 users. The company caters to
corporates such as Genpact, Ericsson, Sony, CISCO, TCS, Wipro and Tata Communications.
31
Everonn: The company started delivering VSAT-enabled education in India in 2004, and by June 2011, it
had >8 million students at 10,139 learning centres across 27 states. The company provides a blend of
traditional and digitalised content to schools, colleges and retail segments. Everonn’s strategy has helped
in offering quality education to students even in the most remote parts of India. It recorded revenue worth
US$ 4.26 million in 2015.

Educomp: It is the largest education company in India and the only company spread across the entire
education ecosystem. Educomp has >30 million learners and educators across 65,000 schools since 1994.
The company is a leader in digital content solutions for the K-12 segment. Its flagship product, the
Educomp Smart Class is a teacherled educational content solution using VSAT (very small aperture
terminal) and focusses on K-12 courses and test preparation. It claims to have improved educational
outcomes in private schools. It generated revenue worth US$ 91 million in 2015-16.

NIIT: NIIT offers learning management and training delivery solutions to corporations, institutions and
individuals in 40 countries. Since 2006, the company has been offering courses on corporate training,
vocational training for services sectors and education & training for schools. It generated revenues worth
US$ 57 million in 2014-15.

Future Market of edTech Industry in India

According to the economic survey of Organization for Economic Co-operation and Development
(OCED), 30% of Indians between the ages of 15 and 29 are neither enrolled in education or skill training
nor in employment. This indicates that the traditional education system is unaffordable which is resulting
in low enrollment. Besides, the companies are looking for skilled workforce and not just manpower,
thereby pushing the job aspirants to look for other resources such as online courses. This rise in demand
for online education has encouraged top eLearning companies in India to adopt latest technologies and
methods to impart the best course material to the prospective learners.

Increased penetration of internet and smartphones in India is another major factor which is driving
growth in the online education market in India. High penetration has created huge consumer base for
eLearning companies in India to acquire and monetize the opportunity. The country offers significant
opportunities to the educational content development companies in India by offering products or services
based on digital platforms. For instance, Bangalore-based BYJU’s, an EdTech company, launched its
mobile app in 2015, which has been downloaded by approximately more than 6 million users across the
country. Thus, it can be concluded that the future of eLearning in India is impressive and promising for
eLearning companies in India.

India will experience a digital revolution as soon, 500 million new users will be added to the 370 million
internet users in India. Also, the outreach of the internet is not limited to the urban landscape alone
nowadays, but it has reached rural areas, too. These factors create a huge market for the eLearning sector
in India.
32
Preference And Growth Of Higher Education Systems Through The Online Medium
Interestingly, eLearning opens a wide variety of options for working professionals. The options offer a
range of learning facilities that they enjoy regardless of their status and location—something they did not
have access to a few years ago. As per a statistical report submitted by KPMG, private universities
offering different undergraduate and postgraduate eLearning courses are on a rise. This piece of the report
clearly signifies that higher education through the online medium in India, though being at an early
development stage, is witnessing wide acceptance and steady growth. Post-graduation courses like the
Master of Computer Application (MCA) and Master of Business Administration (MBA) lead the race
when it comes to the demand for online higher education.

Government’s Initiative
Government awareness programmes have framed the importance of education in people’s minds, leading
to skilled jobs. However, the lack of adequate infrastructure, facilities and teachers have led to lowering
the quality of education in the country. In the Indian Union Budget 2020, the government announced an
allocation of Rs. 99,300 crores (US$ 13.3 billion) to improve the country’s overall education system,
including Rs. 3,000 crores (US$ 403.1 million) for skills development— highlighting its focus on building
skills for new-age technologies. Amid the COVID-19 crisis, the Government of India launched initiatives
to boost the online education in India. The Ministry of Human 6 E-PATHSHALA E-PATHSHALA
Resource Development introduced SWAYAM (study webs of active learning for young aspiring minds),

an online learning platform run by Ministry of Human Resource Development (HRD), which has attracted
>25 lakh registered users across 60 countries, including India, the US, Canada, the UK, UAE, Germany,
Australia, Nepal and Singapore. SWAYAM has a repository of 1,900 courses. In addition, the Ministry is
also running other learning platforms such as Diksha, e-pathasala, NROER (National Repository of Open
Educational Resources), NIOS (National Institute of Open Schooling), e-yantra (robotics education),
FOSSEE (open source software for education), virtual labs and language learning programmes. Most
platforms are run by the National Council of Education Research and Training (NCERT), an autonomous
organisation of the HRD Ministry. In May 2020, the Finance Minister of India, Ms. Nirmala Sitharaman,
launched ‘Pradhan Mantri e-VIDYA’, a digital education initiative, to boost interest in edtech startups.
This programme helps students, especially those who do not have access to internet, learn through
television and radio. Ms. Sitharaman also announced initiatives such as Swayam Prabha, a programme
with 12 new TV channels (one for every grade in K-12), an unprecedented step towards increasing the
reach of educational content for Indian households, especially the ones with limited access to high-speed
internet connection for unhindered consumption of learning content. This initiative is expected to
significantly increase the adoption of elearning in India. Access to 24x7 channels, which run digital
content for students, will make them accustomed to beyond school learning and e-learning. As
conventional tools of evaluation could not be used amid the COVID-19 pandemic, the Ministry of Human
Resources Development developed an online students evaluation portal- ‘https://dosenl.in’. The portal can
be easily accessed through any Mobile/Laptop/PC and works efficiently even in 2G internet connection. It
includes two tests, each of 45 minutes for every subject, from the broadcasted video lessons.

33
 Chapter-3
Company Profile-Byju’s Company

BYJUs: The Learning App

BYJUs is a platform which was created by Byju Raveendran. BYJU’S app was developed by Think and
Learn Pvt Ltd in 2011. It is a platform and a way for the teachers to teach and students to learn, different
educational concepts through the app and understand them better. It mainly focuses on mathematics and
science. With 50 million registered students and 3.5 million paid subscriptions, BYJU’S has become one
of the most preferred education platforms across the globe.

History
BYJU’S app was developed by Think and Learn Pvt Ltd, established by Byju Raveendran in 2011.
Raveendran, who was trained as an engineer, started coaching students to pass mathematics exams in
2006. In 2011 he founded an educational company with the help of his students offering online video-
based learning programs for the K-12 segment as well as competition exams. In 2012, Think and Learn
entered both Deloitte Technology Fast50 India and Deloitte Technology Fast 500 Asia Pacific ratings and
has been present there ever since.
In August 2015, after 4 years of developments, the firm launched BYJU’S The Learning App. In 2017,
Think and Learn launched BYJU’S Math App for kids and BYJU’S Parent Connect app to help parents
track their child’s learning course. By 2018, it had 1.5 crore (15 million) users and 9,00,000 paid users. In
34
July 2019, BYJU’s won the sponsorship rights for the Indian cricket team jersey, replacing its former
sponsor Oppo. Shah Rukh Khan is the brand ambassador for BYJU’S.

The goal of BYJUs

The primary goal of BYJUs is to bridge the gap between the Indian education system and help the
students fall in love with what they learn. The teaching content is delivered to the students in various
forms such as quizzes, exercises, visualizations and much more than just the theoretical knowledge.
BYJUs motive doesn’t only focus on the students who are interested and motivated to learn instead
focuses on everyone, being unbiased. It is trying to create a situation where students take the initiative of
learning instead of content being spoon-fed to them in order to gain more score which happens in 99
percent of the cases in the country.

Products and services

BYJU’S is a education tutoring app that runs on a freemium model. with free access to content limited for 15
days after the registration. It was launched on August 2015. offering educational content for students from
class 1 to 12 It also trains students for examinations in India such as IIT-JEE, NEET, CAT, IAS and
international examinations such as GRE and GMAT.
Academic subjects and concepts are explained with 12-20 minute digital animation videos. BYJU’S reports to
have 4 crore (40 million) users overall, 30 lakh (3 million) annual paid subscribers and an annual retention rate
of about 85%. In 2019, the company announced that it would launch its app in regional Indian languages. It
also planned to launch an international version of the app for English-speaking students in other countries.
Recently, Byju’s launched new programs in its Early Learn App for students of LKG and UKG as well.

Target Audience

BYJUs has chosen the students as its target audience. Whether it is a student of grade one or a student
who is trying to clear entrance examinations such as IAS, CAT , BYJUs has it all. BYJUs has chosen its
target audience very wisely as it covers every exam which is crucial and trending these days such as the
JEE, NEET or BITS.

How it works

Initially, the student has to provide all the personal details. Then a free trial period of 15 days is given to
the users in order to try the services. After the trial period, if the payment is done, the students get access
to more advanced levels of learning.

Stage 1 : Students are asked to attend the classes they have enrolled in using the app
Stage 2 : Then they are asked to take up multiple tests with a personalised feedback.
Stage 3 : Classroom sessions are conducted by IIT/IIM graduates at the centre near them. Currently, this
service is being provided in Gurgaon, Pitampura, Janakpuri, Noida, Rohini, etc.
Stage 4 : One-to-one mentoring & doubt clearing by experts is done.
Stage 5 : Access to in-depth analysis and a real time feedback is given to the parents using the parent app.
Stage 6 : After the completion of the above stages, a complete revision of the whole content is done again
in-order to gain better understanding.

Why is it successful ?

The company is successful because it has exactly targeted the perfect audience-students and has provided
them the support for better clarity on the topics which will be helpful to them clear the entrance
examinations in a simpler and interesting way by a single click of the mouse along with a travel free
35
experience and has given them the freedom to learn at their own pace. We’ve created students who are
addicted to learning, and therein lies the secret to our success. Therefore, it has solved a huge problematic
scenario where a student has to pay the fees demanded by the tutor. In most of the cases, the student either
cannot afford the fee to attend these classes or feels unsatisfied by the teaching quality of the tutors.

Challenges

In the free trial period which is given to the student, only limited courses are free and available for access.
The challenge arises when the trial period if the student is over. An amount of INR 10000 is required in
order to subscribe to the premium content i.e the cost of accessing the complete learning program with
videos and adaptive learning modules of a particular class. It has an 89 percent subscription renewal rate.
In order to gain something, it’s important to gain people’s trust. In return, people who demand quality
education to be cost-free, need to understand that everything comes with a price and nothing is free.
Another challenge Byju faces is in finding a partner who will help him with the international distribution
of this model. He is not just looking at partners from a financial perspective, but those with access to good
technology for distribution.

How is it different from the rest?

Other educational websites and apps just provide the content to the user in the form of videos, tutorials
and so on. But when a student chooses BYJUs for one’s learning, one gets a personalized experience
using their ‘knowledge graph’ feature and can proceed with their own pace. Also, the platform provides a

free counselling session at the doorstep and then the student can understand and select the course of one’s
interest more confidently.

Understanding its business model

The business model of BYJUs is a freemium business model where the communication is done from
business-to-consumer (B2C).

Future Plans

BYJUs has just captured the Indian market with his impressive teaching and marketing techniques on
education. It now has greater goals, greater challenges, and greater team support. It is looking to expand
its market to the US, UK, South Africa and other African and Commonwealth markets. It is already
present in the Middle East.

Customer Relationships

Customer Relationships describe the ways that a company will engage with its customers to improve the
customer experience. BYJUs establishes customer relationships through a mobile app, online virtual
classes, direct meetings, and calls.

Customer Segments

36
The customer segmentation is the practice of dividing a customer base into groups of individuals that are
similar in specific ways. The customer segments include students, parents, teachers and other competitive
exams.

Channels

Channels are through which the company provides its service to the customers. BYJUs channels its
content from YouTube, Facebook page, web, and mobile app.

Acquisitions
 In July 2017, Think and Learn acquired TutorVista (including Edurite) from Pearson.
 In January 2019, BYJU’S acquired a US-based Osmo, a maker of educational games for children
aged 3–8 years for $120 million.
 Byju’s also acquired Indian startup WhiteHat Jr for $300 million

BYJU’S launched its flagship product, BYJU’S – The Learning App, for classes 4-12 in 2015.
Today, the app has over 75 million registered students and 5.2 million annual paid subscriptions.
With an average time of 71 minutes being spent by a student on the app every day from 1700+
cities, the app is creating a whole new way of learning through visual lessons. The Disney.
BYJU’S Early Learn App was launched in June 2019, a special offering from BYJU’S for students
in classes 1-3 featuring Disney’s timeliness characters. In early 2019, BYJU’S acquired Osmo, a
Palo Alto based maker of educational games to transform the whole offline to online learning

experience. BYJU’S also acquired White Hat Jr in 2020, a Mumbai-based programming start-up
focused on empowering children with coding skills.

BYJU’S has been backed by strong and prominent investors like Chan Zuckerberg Initiative,
Naspers, CPPIB, General Atlantic, Tencent, Sequoia Capital, Sofina, Verlinvest, IFC, Aarin
Capital, TimesInternet, Lightspeed ventures, Tiger Global, Owl Ventures & Qatar Investment
Authority.

Delivering a world-class learning experience, programs from BYJU’S are making learning
contextual and visual. The apps have been designed to adapt to the unique learning style of every
student, as per the pace, size and style of learning. BYJU’S is paving the way for new-age,
geography-agnostic learning tools that sit at the cross section of mobile, interactive content and
personalised learning methodologies. BYJU’S is also the official sponsor of the Indian Cricket
Team.

Marketing strategy of Byju’s – How Byju’s educates Millions

Byju’s is the ed-tech decacorn (unicorns valued at $ 10 Billion or above) valued at $ 11.1 billion.
It is educating millions of students on its online portal. But the question arises that what attracts 80
million students and 5.5 million annual paid subscribers to these e-learning platforms.

The answer lies in Byju’s marketing strategy, which is minimal yet powerful.
37
 Byju’s is a platform for students to study and for teachers to educate. Moreover, it is making the
students’ time on phones and computers worthwhile by educating them. Also, in the pandemic,
Byju’s has been a saviour for millions of students who were unable to visit the schools due to the
coronavirus. In March and April of 2020, over 13.5 million users joined Byju’s to learn and
educate themselves.The following channels helps Byju’s to attracts its customers.

 Brand Ambassador : One of the most powerful marketing strategies of Byju’s is the brand
ambassadors wh are associated with the brand. It is undeniable that having a brand ambassador
attaches a face to the brand. Byju’s old ambassador Shah Rukh Khan is the most loved actor
not just in India but worldwide. But now, The olympic Gold Medalist in javelin throw Neeraj
Chopra is the brand ambassador of Byju’s justifies the user base of the tech brand .

 Regional campaigns: When a brand runs marketing campaigns in India, it has to pay attention
to the different regions and languages the people speak. This way, they can target customers
from different regions in their regional languages. Byjus made a perfect ad film to pitch to regional
customers in the regional language (Kannada). To top it all, the brand featured the Telugu movie star,
Mahesh Babu. In two of its ad campaign, Byjus showcases how online learning is increasing
preference among students nowadays.

 Collaborations and Sponsorships: When a brand collaborates with other brands or sponsors
events, then it can pitch different customer bases of the brand we partner with. Byju’s app
promotes itself with such collaborations and sponsorships. Byju is the sponsor of the Indian
Cricket Team in the ICC world cup. The ICC world cup has a large audience base, and being a
sponsor in the event gives Byju increased brand exposure.

 Video marketing campaigns: Byju’s pitched the customers with an ad campaign by

associating the brand with India’s favorite sport, cricket. Byjus, in their ad campaign Titled
‘Keep Learning,’ features the Indian cricket players donning the new jersey Byju’s name
imprinted in front. The ad features Virat Kohli, KL Rahul, Shikhar Dhawan, and the players
sharing their learnings.

All is well, but there are exceptions

o Search Engine Optimisation:

It is not necessary that every strategy that a brand adopts work in its favor. Search engine
optimization is the strategy that didn’t work pretty well for Byjus comparing with other
marketing strategies. The brands use SEO to bring traffic to their website and generate sales lead.
But, for Byjus, it did not work as other ed techs like Toppr and Vedantu. The SEO basic strategy

38
 of other ed techs was much better than Byju’s, and that’s the reason it could not generate enough
leads from SEO.
o Digital ads:
Apart from SEO, another strategy that did not work well for Byju’s is digital
advertising like Google ads and Facebook ads. The Facebook ads of Byjus generated
leads, but the leads were of no use. The Facebook ads of Byju’s target students who
are interested in their platform. But the students are not frequent buyers. The
frequent buyers of the app were the parents, which were not much interested in the
app.Google ads did not work for Byju’s because of a lack of buying intent of
students it did not generate conversions.

SWOT Analysis of Byju’s

Strength

Huge Experience

Geographical expansion

Wide product range

Largest R&D spending

High amount o f mergers acquisitions

High Brand loyalty andbrand recall

Weakness

 Contracictions over mergers and acquisitions.

 Longtime required for attaining actual growthin sales.

Oppotunity

More health products

Capturing market of developing countries

39
 Joint ventures le a d to increase marlcet share

Threats

Economic instability Inpotential countries

Risk of incremental cost by shifting of products.

Failure of supply chain

Compititors of Byju’s

Meritnation:

Meritnation is an online education portal that provides interactive study materials for K-12 students. The
website has crossed 10 million users and claims to be adding 8000 new K-12 students every day, of which
>60% are mobile users. In addition, 30% users are from Tier-2 cities and below. Meritnation reported
revenue worth US$ 3.2 million in 2014-15.

Unacadamy:
Unacademy is a Indian online education technology company based in Bangalore. It was
originally created as a YouTube channel in 2010 by Gaurav Munjal  As a company, it was
founded by Roman Saini, Gaurav Munjal, Hemesh Singh in 2015, and is headquartered in
Bangalore.The company has a network of over 12,000 educators, and offers preparation material
for several professional and educational entrance exams. Unacademy lessons are in the form of
free videos, and via subscription.

Topper:
Toppr is a product of Toppr Technologies Private Limited. It was co-founded by Zishaan
Hayath and Hemanth Goteti. It is a learning app for students studying in classes 5th to 12th or
students appearing for entrance exams and scholarship exams. As of December 2017, Toppr has
a user base of 2.5 million people.

40
upGrad:
upGrad is an Indian online higher education company, founded in 2015 by Ronnie Screwvala,
Mayank Kumar, Phalgun Kompalli, and, Ravijot Chugh. The company is the official education
partner for Government of India - Startup India program. The EdTech company offers online
programs to working professionals, college students, and corporates in the fields of IT,  Data
Science, Management and Technology.

Chapter-4
Research Methedology

Objective Of the study

 To learn about the marketing stratrgy of young Entreprenuers in detail.

 To see swot analysis of startups.

 To find the potential of young startups in India.

 To find the awareness and preference of young startups among Indian customers .

Meaning
The word research is derived from the Latin word meaning to know. It is a systematic and a replicable
process which identifies and defines problems, within specified boundaries. It employs well designed method
to collect the data and analyses the results. It disseminates the findings to contribute to generalize able
knowledge. The five characteristics of research are: systematic problem solving which identifies variables and
tests relationships between them logical, so procedures can be duplicated or understood by others empirical,
so decisions are based on data collected reductive, so it investigates a small sample which can be generalized
to a larger population replicable, so others may test the findings by repeating it

Research

The research conducted by Exploratory Research this type of research is Qualitative and Quantitative.
Qualitative refers to the characters of the data or process by which the data are gathered. The research
process consists of a series of closely related activities. Why a research study has heen undertaken. Why a
41
research study has been undertaken, how the research problem has been defined, in what way and why the
hypothesis has been formulated, what data has been collected and what particular method has been
adopted and a host of similar other question are usually answered when we talk of research methodology
concerning a research problem or study.

Research methodology

Methodology can properly refer to the theoretical analysis of the methods appropriate to a field of
study or to the body of methods and principles particular to a branch of knowledge. A research
methodology or involves specific techniques that are adopted in research process to collect, assemble and
evaluate data. It defines those tools that are used to gather relevant information in a specific research
study. Surveys, questionnaires and interviews are the common tools of research.

RESEARCH DESIGN

Research design is the framework of research methods and techniques chosen by a researcher. The
design allows researchers to hone in on research methods that are suitable for the subject matter and set up
their studies up for success The research design which has been used in the project report is descriptive
in nature

Primary Source of data collection

Primary data is a type of data that is collected by researchers directly from main sources through
interviews, surveys, experiments, etc. Primary data are usually collected from the source—where the data
originally originates from and are regarded as the best kind of data in research.

Sampling

A sample is defined as a smaller set of data that a researcher chooses or selects from a larger
population by using a pre-defined selection method. These elements are known as sample points,
sampling units, or observations. Creating a sample is an efficient method of conducting research in most
cases, it is impossible or costly and time-consuming to research the whole population. Hence, examining
the sample provides insights that the researcher can apply to the entire population.

The data was to be collected as primary data from the Consumers . A questionnaire was prepared and
interviewing with Consumers. Regions of jaipur were covered for the study. I took 30 consumers as my

42
respondents. They were selected by random sampling method because in this case systematic sampling is
not possible since one cannot say whether a person is using Byju’s or not.

Secondary source of data collection

Secondary data is data collected by any party other than the researcher, including

administrative data from programs, geodata from specialized sources, and census or other
population data from governments. Secondary Data involved in my research were the information that I
collected through the various various articles,blogs and website(https://www.byjus.com/) of the company
which were gathered by me during the analysis

Limitation of the study

• Due to covid pandemic, Survey was conducted within the limit time frame; So few

shortcoming may be expected.

• The respodent’s personal bias may be another,which is uncontrollable.

• The finding of the survey strictly based on the responses of the respondents, it is

difficult to find the ethinics be true, So I am assuming them to be true.

• Respondants didn’t response properly.

43
 Chapter-5
Analysis and Interpretation
Awareness of Startups

% of Respondants

46%
Yes
NO
54%

Table 5. 1

44
 Respondents Yes No

perception
% of respondents 46% 54%

The observation shows that only 46% of the population knows about
the startups and 54% does’nt about it.This indicates that the future
of startups is very bright because awareness of brand boosts their
sales and increases their profit.

NUMBER OF RESPONDENTS USING PRODUCT AND SERVICES

OF STARTUPS

No of respondants
40%
35%
30%
25%
20% No of respondants
38%
15%
27%
10% 20%

5%
15%
0%
Always
Often
Sometimes
Never
Table 5. 2

Always Often Sometimes Never

45
 20% 27% 38% 15%

According to the survey conducted in “Jaipur” it was analyzed that

20% respondants always uses product and service of startups, 27%
usually, 38% of the customers go in for an occasional use while there
are still 15% of the respondents who never go for use of product
and service of startups.

Respondants Likes And Dislikes of products and service of startups

60%
55%

50%
45%

40%

30%
Yes

20% NO

10%

0%
% of Respondant

46
 55% of the population likes the startups product and services and 45%
of does’nt like their product and services.

WHICH COMPANY DO YOU PREFER FROM EDTECH

SECTOR?

Consumer preferences
70%

60%

50%

40%
Consumer preferences
30%

20%

10%

0%
Byju's – Most Unacademy Meritnation Others
Preffered

Table 5. 3

Name of Brand Consumer preferences

Byju’s – Most Preffered 60%

47
 Unacademy 20%

Meritnation 12%

Others 8%

According to the survey it is analyzed that most people prefered Byju’s (60%) in edtech
sector,Second preference is unacademy(20%),Third preference is Meritnation(12%) and
others(8%) are prefered when these companies are not available.

How Many Startups do you Known except Byju’s

% Of Resondants
35%
32%
30%
30% 28%

25%
20%
20% % Of Resondants

15%

10%

5%

0%
More than 20 Less than 20 Only 1or2 No Idea

Respondant Preference Consumer preferences

48
 More than 20 20%

Less than 20 30%

Only 1or2 28%

No Idea 32%

According to the survey it is analyzed that 20% population knows more than 20startups except
Byju’s ,Less than 20 startups is known by 30% Population,28%population knows only 1or2
startups and 32 % have no idea about startups.

49
 Chapter-6

Findings

Conclusion

After analysis of the data & facts I have collected from consumer matching
them with the objectives one can say that there is very less awareness of
startups among the customers.So in future there is an opportunity to the
startups to increase their profits by expanding customer base.A healthy
customer base helps them to increase their sales and that directly increases
their profit.To increase their customer base they have marketised their
business modal so that they have to make a marketing strategy to attract
customers . If one strategy doest work for your brand, the other might
counterpart by doing wonders. Just like the case of Byjus, their SEO and
digital ads didn’t work, but other strategies are taking the ed-tech brand to
heights.

RECOMMENDATION AND SUGGESTION

 In country like India there is oppurtunity to expand the empire so focues on brand awareness.

 Don’t rely on single marketing strategy,always get ready with alternative solution to

hold business in market fluctuation.

 Always fulfill needs,wants and demands of consumer.Be ready for the oppurtunity.

50
Scope

 India is experiencing a confluence of multiple favourable conditions. India is the world’s largest open internet
market with the largest per-capita data consumption globally, and has a huge runway of growth over coming

decades. The country represents a huge market opportunity with over a billion-plus consumers. Recognizing

that there are many Indias within India that are, collectively, more diverse and unique than an entire continent,

the opportunity for global businesses are endless.  For over a decade now, India has been amongst the fastest

growing economies of the world. Its active internet user base is expected to increase by 45% in the next five

years and touch 900 million by 2025 from around 622 million in 2020. This increase will be driven by higher

adoption in rural India, which has clocked a 13% growth to 299 million internet users, or 31% of India’s rural

population over the past year. 

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 Appendices

BIBLIOGRAPHY

PRINT MEDIA ----

 THE TIMES OF INDIA

 THEINDIAN EXPRESS

INTERNET…….

 WWW.GOOGLE.COM

 WWW.WIKIPEDIA.COM

 https://www.Byjus.com/

 https://in.linkedin.com/

 https://www.scribd.com/

 various blog post

QUESTIONNAIRE

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 Name of the respondent

Address of the respondent

Contact no.

QUESTIONS

Q1.Are You aware of startups?

a) Yes b) No

Q 2 Do you use the products and services of startups?

a) Always b) Sometimes

c) Often d) Never

Q 3.Do you enjoy products and services of startups?

a)Yes b) No

Q 4. How many Startups you known except Byju’s?

a)More than 20 b) Less than 20

c) Only 1or2 d) No Idea

Q5. WHICH COMPANY DO YOU PREFER FROM EDTECH

SECTOR?
a) Byju’ b) Unacademy

c)Meritnation d) Others

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54