India Experiential Learning Market Outlook to 2025
Driven by Growing Awareness About Early Childhood Development Backed by Availability of Popular Kids-Friendly Themes
Region:Asia
Author(s):Saloni Bhalotiya
Product Code:KR1018
October 2020
163
About the Report
The report titled publication “India Experiential Learning Market Outlook to 2025- Driven by Growing Awareness About Early Childhood Development Backed by Availability of Popular Kids-Friendly Themes”provides acomprehensive analysis of the K8 Activity Kit Subscription Industry and K12 E-Learning Industry in India. The report provides the industry size basis revenue and number of subscribers of the activity kit subscription industry in India, ecosystem analysis, subscriber profile basis various socio-demographic variables, market segmentations, cost-revenue model, organizational structure analysis, marketing strategies, competition benchmarking, porter five force analysis, COVID impact, future projections and expected trends & challenges.
The report also talks about new trends witnessed in the industry along with new strategies & future way forward for an K12 E-Learning to move ahead. The report discusses the paid and unpaid e-learning users profile, funding & M&A activities, detailed competition analysis in e-learning and concludes with analyst recommendations providing a go-to-model for the industry.
K8 Activity Kit Subscription Industry
Market Overview: The activity kit industry in India is at its nascent stage and has penetrated <1% of its target addressable market. The industry has gained prominence since 2016 with entry of new players. The subscription price is highly volatile due to presence of demand seasonality. Over the review period, the activity kit market in India observed a healthy growth both in terms of revenues as well as number of subscribers.
By Age Group: Majority of activity kit subscribers are from 6-10 years age group category followed by 4-6 years, 2-4 years, 10-12 years and +12 years. There is a slight shift in focus towards 2-6 years old category after introduction of Intellikit and Xplorbox. The 2-6 years category is a easy audience from business perspective as the themes and boxes are simple for younger kids, there is no demand seasonality and parents prefer activity kits over e-learning to avoid the harmful screen time for young kids.
By Subscription Type: Majority of subscribers prefer 3 month subscription followed by 6 months, 12 months and others, however majority of revenue comes from 6 month subscribers due to huge difference in subscription price. Due to lack of awareness subscribers usually use 3 month subscription as a trial subscription. Majority of parents subscribing to activity kits are corporate employees and they prefer 6 months over 12 months to avoid a massive one time payment.
By Region: Majority of demand comes from tier 1 cities including Delhi, Bangalore, Mumbai and Chennai followed by tier 2 and tier 3 cities. Social media marketing and B2B partnerships with schools will help companies to penetrate in different tier 2 and tier 3 cities.
Competition Scenario
The activity industry faces highly concentrated competition with top 2 companies accounting for +90% of market share. There are ~10-15 firms competing on the basis of pricing, product quality, and brand value, type of activities, geographical presence and R&D strength.
Future Strategies-The Way Forward
The industry revenue is expected to grow with a double digit CAGR in the next 5 years. The industry will face competition from international players such as Mel Science. Companies are expected to venture into B2B business which in turn will enable them to expand their B2C presence. With increasing traction towards interactive learning, companies can add digital app based engagement in the package. Company can provide digital games and align the solution to the curriculum.
K12 E-Learning Market In India
Industry Overview: The K12 E-Learning industry is as its growth stage in India. The industry revenue is growing with a double digit CAGR and the industry experienced drastic increase in revenue and number of paid users during the lockdown in 2020. Increasing internet penetration and shift in preference from rote learning to experiential learning has been driving the growth in the industry. During 2020, live classes and new-age skill development courses such as coding, web development, etc. has gained traction. New business models such as revenue sharing and commission model has also emerged recently.
By Grade: Majority of revenue comes from Grade 9-12 users followed by 6-8 grade, 1-5 grade and pre-primary. Pre-primary grade has gained traction after introduction of BYJU’s Early Learn app in collaboration with Disney. The demand from Grade 1-8 grade is expected to grow at the fastest pace with introduction of state exams for class 3rd, 5th and 8th according to the NEP 2020.
Competition Scenario
The competition in the industry is fierce, with companies competing on the basis of technological stack, teaching methodology, geographical presence, product portfolio, price and after sale service. There is increasing market consolidation with companies with heavy financial backing are taking over other ed-tech companies providing different type (school curriculum assistance, test-prep, coding, etc.) of courses. For instance, BYJU’s acquired WhiteHatJr to provide coding coaching and Aakash acquired Meritnation to expand in school curriculum coaching for younger age groups.
Future Strategies-The Way Forward: The E-Learning industry is expected to take over the unorganized tuition classes industry in India. After implementation of lockdown in 2020 and introduction of NEP 2020 use of experiential learning platforms have drastically increased. E-learning players are expected to take over activity kit providers to provide a one-stop-shop to its users. Increasing funding by local & international investors will enable company to implement big marketing campaigns to drive the growth in number of paid users.
Key Topics Covered in the Report
- Target Addressable Audience, Serviceable Addressable Market and Share of Market for Experiential Learning
- Existing Gaps in Experiential Learning Industry
- Supply Ecosystem
- Marketing Strategies, Marketing Expenditure and Customer Acquisition Cost
- Organizational Structure of Activity Kit Company
- Cost-Revenue Model and Unit Analysis
- Working Model in E-Learning Industry
- Revenue Streams in E-Learning Industry
- Technological Stack
- Impact of COVID
- Funding Rounds and M&A Activities
- Demand Side Survey Analysis
- Impact of NEP 2020
- Analyst Recommendation
Products
Key Target Audience
- E-Learning Companies
- Activity Kit Companies
- Toy Companies
- Schools
- Pre-Schools
- Government Authority
Time Period Captured in the Report:
- Historical Period: FY’2015-FY’2020
- Forecast Period: FY’2020-FY’2025
Companies
Key Segments Covered
K8 Activity Kit Industry Revenue By Age Group
- 2-4 years
- 4-6 years
- 6-8 years
- 8-10 years
- 10-12 years
- +12 years
K8 Activity Kit Industry Revenue By Subscription Type
- 3 Months
- 6 Months
- 12 Months
- Others (1 Month, 2 Month & 9 Month)
K8 Activity Kit Industry Revenue By Regions
- Tier 1 Cities
- Tier 2 Cities
- Tier 3 Cities
K12 E-Learning Industry Revenue By Grade
- UKG and LKG
- Grade 1-5
- Grade 6-8
- Grade 9-12
Companies Mentioned:
Indian K8 Activity Kit Subscription Competitive Ecosystem
- Flinto (Flintobox and Flintoclass)
- Magic Crate
- Xplorabox
- Einstein Box
- Intellikit
- Math Buddy
Indian K12 E-Learning Competitive Ecosystem
- BYJU’s
- Meritnation
- Cuemath
- Toppr
- Vedantu
- PlanetSpark
- CampK12
Table of Contents
1. Introduction to India Experiential Learning Market
Pain Points of Students and Parents
TAM (Number of School Enrollment By Grade, Gender and Geography), Market Penetration, SAM and
SOM
Primary School Education Ecosystem and Gaps
Products Competing for Children’s After-School Time
Evolution in Educational Products
Timeline of Major Players in Experiential Learning Solution Market
Experiential Learning Solution Supply Ecosystem
Gaps in the Existing Products in the Industry
2. India K8 Activity Kit Market Outlook to 2025
2.1. Executive Summary
2.2. India K8 Activity Kit Subscription Market Sizing, FY’2015-FY’2020P
Industry Revenue, Number of Subscribers and Average Revenue Per Subscriber, FY’15-FY’20P
Market Revenue By Age Group, FY’15, FY’20P and FY’25
Market Revenue and Number of Subscribers By Subscription Period, FY’15, FY’20P and FY’25
Market Revenue By Region, FY’15, FY’20P and FY’25
Activity Kit Subscriber Profile, FY’20P (By Region, By Tier 1 City, Gender, Age, Working Parent
and Medium of Purchase)
2.3. Activity Kit Industry Analysis
Demand Seasonality in Activity Kit Industry
Challenges in Activity Kit Industry
Components in Activity Kits and Premium
Proposed Organization Structure
Marketing Strategies
K8 Activity Kit Industry Porter’s Five Force Analysis
2.4. Revenue-Cost Analysis
Cross Comparison of Financials of Flinto, Magic Crate and Xplorabox (Revenue, Cost Break up
including Cost of Material, Salary and Wages to Employees, Advertising and Sales Promotion,
Freight and Forwarding Charges, Legal and Professional Charges, Rent, Salary to Key Managerial
Personnel or Director, Software Support Charges, Power and Fuel, Repair and Maintenance,
Communication Expense & Sales Commission and PAT, FY’19
Cost Model- Flinto Case Study
2.5. Competitive Analysis of K-8 Activity Box Subscription Companies
Competition Scenario and Market Share basis Revenue and Number of Subscribers, FY’19 & FY’20P
Strength and Weakness of Major Players
BCG Matrix, FY’20P
Cross Comparison Matrix Basis Operational Parameters (Subscription Type, Management, Vintage,
Headquarters, Number of Employees, Bestselling Age Group, Bestselling Subscription Type,
Presence in E-Commerce Platforms, Activity Box Designing, Digital Engagement/App, Number of
Activities in a Box, Number of Subscribers, Renewal Rate, Total Subscribers)
Cross Comparison Basis Financials (Overall Revenue, PAT, Revenue from Activity Box
Subscriptions FY’19, Marketing Expense FY’19, Marketing Expense/Total Revenue (%), Valuation,
Total Funding as of July 2020, Last Funding Round and Major Investors)
Pricing Analysis, FY’19
Company Profile of Major Players including Flinto, Magic Crate, Xplorabox Einstein Box,
Intellikit, Math Buddy and OKZYromon (Company Overview, Product Portfolio, Regional Presence,
Bestselling, Recent Development, Business Strategy, USP, Future Plans, Financials, Number of Subscribers, Funding Rounds and CEO/Founder Profile
Case Study of Mel Science
2.6. Future Outlook of K8 Activity Kit Industry, FY’20P-FY’25
Outlook on Number of Subscribers & Revenue and Upcoming Trends, FY’20P-FY’25
Impact of COVID-19
3. India K12 E-Learning Market Outlook to 2025
3.1. Executive Summary
3.2. India K12 E-Learning Market Sizing, FY’2015-FY’2025F
Market Revenue and Growth Drivers, FY’15-FY’25
Market Revenue By Grade, FY’15, FY’20P and FY’25
Number of Subscribers by Grade, FY’20P
E-Learning Paid and Free Users (By Gender, Working parent, Income Category, Content, Grade, Age
Group, School Curriculum and Region), FY’20P
Impact of COVID-19 on E-Learning Market
Post COVID Key Developments (Vedantu, Toppr and BYJU’s)
3.3. E-Learning Industry Analysis
Future Trends and Way Forward
Operating Model
Revenue Stream Analysis
Technological Stack
App Infrastructure (Case Study: BYJU’s Early Learn App)
Porter Five Force Analysis in K12 E-Learning Industry
3.4. Competitive Analysis of K12 E-Learning Companies
Cross Comparison Matrix Basis Operational Parameters (Target Audience, Subjects Taught,
Teaching Medium, Boards Covered, Competitive Exam Preparation, Year of Establishment,
Headquarters, Number of Employees, Platform-Tutor Relationship, Learning Language Offered,
Presence in E-Commerce Platforms , Doubt Clearing, Providing Coding Classes, Offline Material
Availability on Tabs, Test Series, Trial Period, Costing, Customization, EMI, Technological
Stack, Total Funding, Recent Funding Round, Major Investor)
Cross Comparison Matrix Basis Financials (Revenue, Expense, PAT, Marketing Expense, Training
Recruitment Expense and EPS)
Pricing Analysis, FY’19
Company Profile of Major Players including BYJUs, Toppr, Meritnation, Vedantu, Cuemath,
PlanetSpark and Camp K12 (Company Overview, Product Portfolio, Business/Marketing Strategy, Key
Developments, Recent Developments, Funding Rounds, Financials and CEO/Founder Profile)
4. Consumer Profiling
Decision Making Parameters
Survey Results and Analysis
5. Investment Scenario (E-Learning and Activity Kit Industry)
Fund Raising Activities
Investment Map
M&A and Partnerships
6. Analyst Recommendation
Best Practices in Customer Acquisition and Marketing
Revenue Sharing Partnerships Enable Better Penetration in Tier 2 and Tier 3 Cities
Pricing for Different Experiential Learning Solution
Course Building Cycle
B2B Partnerships
B2B2C Strategy to Drive Activity Kit Sales
New Education Policy 2020 and its Impact on Experiential Learning Industry
Non-Traditional Players that can Enter the B2C Experiential Learning Industry
7. Industry Speaks
8. Research Methodology
Disclaimer
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