STUDY ON THE MARKETING STRATEGIES OF BYJU'S APP

Commerce and Management

Over the last fifteen years, technological advancements have brought about significant improvements to the present educational system. "Self-learning," which makes use of internet platforms, has supplanted the earlier method of learning by repetition. Through its more than three million annual memberships, Byju's-The Learning App (Byju's) has become the most popular educational app in India. The educational application makes use of a variety of information, media, and technology in order to foster a more participatory and engaging learning experience for the students. "Byju Ravindran," the company's founder, began this endeavour in the year 2011, and throughout its early days, the company's primary emphasis was on providing online video-based learning packages for the K-12 market as well as for competitive examinations. During the month of August in 2015, the company introduced Byju's: The Learning App. Both the Byju's Math App for children and the Byju's Parent Connect app were released in the year 2017. The number of users has reached 15 million by the year 2018, with 900,000 of those users being paying subscribers at that time. In the same year, Byju's became India's first edtech unicorn. Now, in the month of September in the year 2023, they are operating it with a net turnover of 5.1 billion dollars, and they have 150 million students enrolled with them.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.