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Legacy challenges associated with offline        Separately, schools and tuition centres,
               education, such as inconsistent quality of       which remain offline, are also looking for
               teaching, crowded classrooms, higher             digital solutions to augment knowledge
               teacher-student ratios and intense               dissemination. Several new edtech
               competition among students, further              companies like Classplus have addressed
               fuelled the demand for high-quality              these needs and are rapidly scaling.
               education—a value proposition that is            Schools are adopting technology, starting
               fundamentally addressed by edtech-driven         with UCaaS solutions like Zoom for live
               online models.                                   classes and graduating to newer ways of
                                                                using tech.
               The increasing awareness of digital
               supplementary education popularized              Though much of the covid-19 impact has
               edtech. Higher adoption due to growing           given a boost to B2C edtech firms, we
               internet penetration led to rising income        expect B2B edtech to also take off in the
               levels for edtech players, which in turn         future with the advent of digital enablers
               enabled higher affordability of their            and learning management systems.
               offerings, deepening their penetration
               levels.                                          Some of India’s reputable edtech players
                                                                have high retention rates. Once parents
               Through the early expansion, local edtech        and students get access to digital
               players have largely maintained their USP        education tools, they typically see the
               of offering high-quality education; a few        multiple benefits the model has to offer.
               emerging Indian edtech players are world-        Even though most edtech products are
               class in terms of their product design,          priced at a premium, this has not deterred
               comparable to leading global players like        parents from adopting these solutions.
               Yuanfudao, TAL and GSX Techedu.                  Bain and Co.’s experience with both
                                                                investors and leading edtech companies
               The pandemic has created a seminal               reveal that parents and students are
               moment in the evolution of edtech in             increasingly acknowledging the
               India. With schools and coaching classes         advantages of edtech solutions.
               shutting down, edtech majors registered a
               significant spike in daily active users from     Advantages like easy to navigate
               the K-12 group, as well as other sub-            interface, personalized learning journeys,
               sectors such as test prep and competitive        inculcation of higher interest in education,
               exams. Edtech players capitalized on the         learning of new skills and improved
               opportunity by offering free access to           academic results will continue to expand
               select content, while stepping up digital as     the footprint of edtech companies. A large
               well as on-ground sales. Several rival           number of today’s ‘free’ users will start
               archetypes have emerged in the B2C               paying even if for single-year courses.
               edtech space—from K-12 digital content,
               test preps and live tutoring to doubt-
               solving and niche skills like coding.
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