Vedantu Innovations: Meteoric climb to a top EdTech brand in India

Vedantu, an online tutoring platform, launched a strategy in India to establish itself as a challenger brand in the EdTech space and an EdTech leader that sustains India's learning needs.

Summary

In 2020, the 'awareness' period for EdTech was over. It was an unprecedented year for the category, owing to the pandemic that made online learning the main option for students. Akin to FinTech post demonetization, EdTech became the hot new segment.

In March 2020, shortly after the lockdown Vedantu became one of the first few EdTech players to introduce free online classes. This led to a huge surge of learners as well as massive improvement in engagement scores on Vedantu's platform.

It was an opportune time for Vedantu to push the envelop ,carve a niche in the competitive category...

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