The Learning Trap: How Byju’s Took Indian Edtech for a Ride
The Learning Trap: How Byju’s Took Indian Edtech for a Ride
Pradip K. Saha
- Language: English
- Print Length: 280 Pages
- ISBN-10: 9789353452322
- ISBN-13: 978-9353452322
Byju’s went from being a one-man coaching centre to being an education technology pioneer with millions downloading its learning app and signing up for its courses. Its innovative marketing strategy, built around the ‘Fear of Missing Out’, made it into a household name. It built a huge brand and went global, claiming a dizzying valuation of $22 billion. But today, saddled with governance, ethical and financial issues, Byju’s is symbolic of all that is wrong with the edtech industry.
Pradip K. Saha broke most of the news stories about Byju’s. In this book, he offers a meticulous analysis of the company and its charismatic founder, alongside the history, the successes and the missteps, based on his reportage and deep research. It is a must-read for anyone interested in edtech, and in the dizzying rise and fall of India’s most famous unicorn.
Byju’s went from being a one-man coaching centre to being an education technology pioneer with millions downloading its learning app and signing up for its courses. Its innovative marketing strategy, built around the ‘Fear of Missing Out’, made it into a household name. It built a huge brand and went global, claiming a dizzying valuation of $22 billion. But today, saddled with governance, ethical and financial issues, Byju’s is symbolic of all that is wrong with the edtech industry.
Pradip K. Saha broke most of the news stories about Byju’s. In this book, he offers a meticulous analysis of the company and its charismatic founder, alongside the history, the successes and the missteps, based on his reportage and deep research. It is a must-read for anyone interested in edtech, and in the dizzying rise and fall of India’s most famous unicorn.
Author Bios:
Pradip K. Saha is a journalist and writer. He is a co-founder of The Morning Context, where he writes primarily on edtech, but also on mobility and the gig economy. His prior associations include the Deccan Chronicle and Mint. This is his first book.
Pradip K. Saha is a journalist and writer. He is a co-founder of The Morning Context, where he writes primarily on edtech, but also on mobility and the gig economy. His prior associations include the Deccan Chronicle and Mint. This is his first book.
