The edtech startups are monopolising headlines in the recent few months. Mumbai-based edtech startup is turning on a unique distribution model and the brand power of Bollywood actor Ranveer Singh. Eduauraa was founded in December 2018 by a 23-year-old Columbia University alumnus, Akanksha Chaturvedi. The Mumbai-based startup wants to take K-12 education to every corner of the country, and “penetrate the 97 percent” that remains to be tapped. Eduauraa wishes to make K-12 education as affordable as entertainment. Eduauraa is a bounty digital learning platform built with a vision to democratize education and utilises a promising technology, to create quality education available in every intersection of India at an affordable price. Eduauraa has a strategic distribution with Zee5 to offer education and entertainment, empowering over 310 million students.
Primary Features of Eduauraa
Eduauraa is customised to the syllabus for ICSE + CBSE + 7 state boards – Maharashtra, Tamil Nadu to Rajasthan, Uttar Pradesh, Bihar, Madhya Pradesh and Chhattisgarh. It has a convenient user interface with a built-in navigation system, benefited by a voice search feature. Video lectures are provided with 2D/3D & alpha animations, images and real-life examples. The ad-free platform also offers a range of value-added services (VAS) such as e-books, test papers, mind maps, MCQs, past papers, and practice material. Additional features include Eduauraa Proficiency Quotient (to analyse learning progress) and Eduauraa Assistant (to track and schedule studying). All the content IP is created and owned by the startup.
“We spent over a year shortlisting India’s top schools and getting experienced teachers, subject matter experts, visualises, animators, and producers to create the content in-house. Our focus was on building high-quality interactive content that looks world-class but is affordable. This is to ensure that kids stay engaged in the learning experience throughout. We’d tell ourselves that we’ve built a Rs 5 lakh product but priced it at a thousand.”
Revenue and Distribution Model
The startups only revenue flow right now is a subscription, with packs priced at Rs 999, Rs 1,499, and Rs 2,499 (depending on the VAS opted for). It has assembled an exciting distribution model through a union with OTT platform ZEE5. All 6,000 hours of Eduauraa content is available — at no additional cost — to ZEE5’s 75 million users through a covered offering. To spread through word of mouth and drive initial adoption without marketing, Eduauraa also roped in Bollywood actor Ranveer Singh as its brand ambassador. It has a 10-member foundation team, and almost 200 people on retainers, conducting content, animation, production, sales, and other purposes.
Ranveer Singh, Brand Ambassador of Eduauraa, commented, “When Akanksha told me about Eduauraa and their vision to democratise education, it resonated with me. Eduauraa will allow every child in this country to create their destiny and shine. The right education for every child in India will help them shatter glass ceilings and fulfill their aspirations. I am excited to be part of this journey, and I wish Eduauraa all the very best in their mission.“
Into the Future
Eduauraa doesn’t share any numbers or growth targets. It claims to be growing due to word of mouth and receiving acknowledgement from “happy customers”. The startup has been self-funded for nearly two years and has no plans of raising capital in the next few quarters at least. Akanksha acknowledges that her team is assembling a “revolutionary product” that will bypass short-term losses for long-term gains. In a chaotic K-12 segment that accounts for over 52 per cent of India’s $180 billion edtech market, Eduauraa strives to stand out through disruptive pricing and local language availability.