India Test Preparation Market Outlook to 2025
By Type of Course (Under-Graduate, Post-Graduate and Job-Based), By Type of Undergraduate Test Prep (Medical, Engineering, Architecture, Cost Accounting and CA Foundation, SAT, Law and Other UG Entrances), By Type of Postgraduate Test Prep (Commerce, Engineering, Management and Others) and By Job-Based Test Prep (Banking & Insurance, Civil Services, SSC, Railways and Others)”
Region:Asia
Author(s):Akshit Goel
Product Code:KR1066
June 2021
97
About the Report
The report titled “India Test Preparation Market Outlook to 2025 By Type of Course (Under-Graduate, Post-Graduate and Job-Based), By Type of Undergraduate Test Prep (Medical, Engineering, Architecture, Cost Accounting and CA Foundation, SAT, Law and Other UG Entrances), By Type of Postgraduate Test Prep (Commerce, Engineering, Management and Others) and By Job-Based Test Prep (Banking & Insurance, Civil Services, SSC, Railways and Others)”provides a comprehensive analysis on the status quo of the test preparation industry in India. The report primarily covers how the online test prep ecosystem is rapidly growing within the overall test prep industry in India, and how online test prep is spreading the reach of test preparation solutions to remote parts of the country as well. The report covers key areas such as the composition of test prep in the country, test prep segments, target addressable audience for test prep, market size of the industry, key demand and supply trends in the space, ecosystem of test prep companies in the industry, investment landscape of the industry, Mergers and Acquisitions landscape of the industry, operating models, revenue models, marketing models, technology models, product models of various companies in the space, an in-depth analysis of the major players in the space, challenges faced by test prep players, impact of COVID on the space, future trends and analysis of the market, recommended market penetration strategies and interviews with key leaders and professionals in the space.
India Test Preparation Market Overview and Size:
The test preparation landscape in the overall industry sense is in a mature stage, while the online test preparation market is in a growth stage. Growth in the online segment is strongly outpacing growth in the overall test prep segment, with the former growing at a CAGR (Compounded Annual Growth Rate) of 57.4% with the latter growing at 9.1% over 2015-2020. Key factors responsible for growth of the online segment is wider access to internet and smartphones, the lack of quality coaching centers in Tier-2 and Tier-3 regions of the country, robust investment flow in the education technology space and advanced technologies allowing increased reach of learning.
India Test Preparation Market Segmentation:
The test preparation category leading the Indian market is the Under-Graduate segment, primarily dominated by Medical and Engineering entrance exams. The second largest category in the space is the Job-Based segment which is largely dominated by Banking, Insurance, Civil Services, SSC and Railways exams. A large section of these exams are given by aspirants in Tier-2 and Tier-3 cities. Next comes the Post-Graduate segment which includes Commerce, Finance and Accountancy exams along with Engineering (GATE exam) and Management entrance exams.
Competitive Landscape
Competition landscape is bifurcated amongst offline center-based players and online test preparation companies in the industry. While offline test preparation companies dominate in terms of market share due to their vast history and preference amongst students, online test preparation alternatives have been fast growing into a viable solution, powered by increasing adoption from Tier-2, Tier-3 and Tier-4 towns. Online test preparation segment is undertaking a 5% share in the overall test preparation industry as of now, and is expected to grow rapidly to increase penetration country-wide in the years to come. Players in the space differentiate across test preparation categories and product offerings, making the competition structure in the test preparation industry moderately fragmented.
India Test Preparation Market Future Outlook & Projections
The test preparation market in India is expected to grow on the back of burgeoning investor interest in online test preparation companies, rising internet penetration in Tier-2 and Tier-3 cities and advanced technologies allowing offline test preparation companies to launch online platforms. Test preparation market revenues are expected to grow at a CAGR of 9.3% over 2020-2025, led by the online test preparation segment which is expected to grow at a CAGR of 42.3% over the same period.
Key Topics Covered in the Report
- Target Addressable Audience for Test Preparation in India
- Division in the Test Preparation Market in India
- Decision Making Model for Learners: Test Prep Courses
- Learner Preference Trends
- Segmental Leaders of Test Prep in India
- Test Preparation Investment Landscape
- Online Test Prep M&A Landscape
- Operating Model Implementation across Indian Online Test Prep Ecosystem
- Course Monetization in Indian Online Test Prep Ecosystem
- Revenue Streams of Test Prep Players
- Product Combination for Online Test Prep Companies
- Tech Innovations by Online Test Prep Companies
- Marketing Model for Test Prep Players
- Business Landscape of Major Test Prep Players
- Operating and Financial Landscape of Major Test Prep Players
- Category Presence of Major Players
- Challenges Faced by Online Test Prep Players including Solutions
- COVID Impact on Demand of Test Prep Courses
- Emerging Test Prep Trends in the Future
- Recommended Market Penetration Strategies
- Industry Speak (Interviews with Strategic Leaders across the Industry)
Products
Key Target Audience
- Offline Test Preparation Companies
- Online Test Preparation Companies
- Educational Industry Associations
- Ed-Tech Companies
- Ministry of Education, India
- Venture Capital and Private Equity firms
Time Period Captured in the Report:-
- Historical Period: 2015-2020
- Forecast Period: 2020-2025
Companies
Key Segments Covered
- Type of Course (Under-Graduate, Post-Graduate and Job-Based)
- Type of Undergraduate Test Prep (Medical, Engineering, Architecture, Cost Accounting and CA Foundation, SAT, Law and Other UG Entrances)
- Type of Postgraduate Test Prep (Commerce, Engineering, Management and Others)
- Type of Job-Based Test Prep (Banking & Insurance, Civil Services, SSC, Railways and Others)
Test Preparation Companies Covered
- BYJU’s
- Unacademy
- Testbook
- Vedantu
- Toppr
- Gradeup
- Oliveboard
- Adda 247
- Doubtnut
- Aakash Educational Services
Table of Contents
1. Overview of the Test Prep Industry in India
1.1 Why the Test Prep Business is Crucial
1.2 Composition of Test Prep Business in India
1.3 Target Addressable Audience for Test Preparation in India
(Including Various Exam Categories and Student Needs by Category)
1.4 India Test Preparation Market Outlook
(India Test Preparation Market Size by Revenues and Online Test Preparation Market Size by
Revenues, FY 2015 – FY 2020, Annual Test Aspirants and Annual paying Users for Online Test
Prep, FY 2020)
1.5 Divisions in the Test-Prep Market
(Including sub-segments of Under-Graduate Segment, Post-Graduate Segment and Job-Based Segment)
2. Demand and Supply Side Paradigm in Indian Test Prep Landscape
2.1 Learner Preferences and Trends
(Audience Demographics, Adoption of Online Learning, Online Content Consumption Trends,
Monetary Considerations, Online Platform Selection and Payment Mechanisms)
2.2 Decision Making Model for Learners: Test Prep Courses
2.3 Ecosystem of Test Preparation Service Providers in India
2.4 Segmental Leaders of Test Preparation in India
(Segments including Engineering & Medical, Management Exams, All-in-one Coaching, Post-
Graduation Exams, Government + Bank Exams and Vernacular Test-Prep)
2.5 Online Test Preparation: Why its the Future
2.6 Key Supply Side Trends in Indian Test Preparation Space
2.7 Test Preparation Investment Landscape
(Cross Comparison including Company, Investors, Total Funding Amount, Funding Status, Last
Funding Type and Latest Funding Type)
2.8 Online Test Prep M&A Landscape
(Including Product Line Consolidation, Talent Acquisition, target Market Expansion & New
Segment Entry)
2.9 BYJUs > Aakash: The Biggest Deal in Indian Ed-Tech Space
3. Functioning of Players in the Ed-Tech Driven Test-Prep Ecosystem
3.1 Operating Model Implementation across Indian Online Test Prep Ecosystem
3.2 Course Monetization in the Indian Online Test Prep Ecosystem
3.3 Revenue Streams in the Indian Online Test Prep Ecosystem
(B2C Revenue, B2B Revenue and Other Revenue)
3.4 Product Combination for Online Test Prep Companies
3.5 Tech Innovations by Online Test-Prep Companies
3.6 Marketing Model for Online Test Prep Players
(Digital Marketing, Offline Marketing, Direct Marketing and Content Marketing)
3.7 Marketing Strategies followed by Major Test Prep Players
(Above the Line Marketing and Digital Marketing by BYJU’s, Toppr, Gradeup, Vedantu, Unacademy
and OnlineTyari)
4. Competitive Landscape
4.1 Business Landscape of Major Test Preparation Players
(Cross Comparison among BYJU’s, Unacademy, Vedantu, Toppr, Adda 247, Testbook, Gradeup and
Oliveboard on the basis of Vintage, Focus Area, Number of Employees, Management and Key
Business Offering)
4.2 Operational and Financial Landscape of Major Test Preparation Players
(Cross Comparison among BYJU’s, Unacademy, Vedantu, Toppr, Adda 247, Testbook, Gradeup and
Oliveboard on the basis of Funding Raised, Cumulative Learners, Paid Subscribers, Operating
Revenues, Net Profit/Loss, marketing Expenses as Percentage of Revenues and Average User
Engagement/day)
4.3 Category Presence of Major Online Test Preparation Players
(Cross Comparison among BYJU’s, Unacademy, Vedantu, Toppr, Adda 247, Testbook, Gradeup,
Doubtnut and Oliveboard on the basis of Engineering and Medical, Government, Management,
Banking and Insurance, Chartered Accountancy, Law, International Education and Others)
4.4 Company Profiles of Major Players including BYJU’s, Unacademy, Testbook, Toppr, Vedantu,
Adda 247, Gradeup and Olivebaord on the Basis of Company Background, Product Portfolio,
Course Portfolio, Business Model, Learner Base, Funding, Pricing Model, USP (Unique Selling
Proposition), User Acquisition, Revenue Model, Key Financials, User Performance, Technology
Capabilities, COVID Impact and Future Outlook)
4.5 Case Study: NeoStencil
(Including Background, Service Portfolio, Business Strategy, Business Performance and Business
Model Depiction)
4.6 Challenges Faced by Online Test Prep Companies including Solutions
(Digital Infrastructure, Online Payments, Scaling of Content, User Acquisition, Constant User
Engagement and Monetization)
5. COVID-19 Impact Analysis
5.1 COVID Impact on Demand of Test Prep Courses
(Including Impact on Test Preparation Platforms due to COVID-19 and Operating Strategies of
Companies during COVID-19)
6. Future Outlook of Test Prep Industry in India
6.1. India Test Preparation Industry Future Outlook to 2025
(Future India Test Preparation Market Size in Revenues, FY 2020 – FY 2025F, and Online Test
Preparation Market Revenues as a Proportion of Overall Test Prep Market Revenues, FY 2020 and
FY 2025F)
6.2 Emerging Test Prep Trends in the Future
(Including Hybrid Learning Delivery, Consolidation in Competition, Impact of New Education
Policy and Personalization using Data)
6.3 Future Test Prep Segmental Analysis
(Future Segmental Market Share by Revenues, FY 2025F)
6.4 Recommended Market Penetration Strategies
(Content Strategy, User Engagement Strategy and Product Strategy)
7. Industry Speak
7.1 Interviews with Key Management of Major Test Preparation Players
(Including Mr. Aakash Chaudhry, Co-Promoter & CEO at Aakash Educational Services, Mr. Abhishek
Patil, Co-Founder & CEO at Olivebaord, Mr. Anil Nagar, Founder and CEO at Adda 247, Mr. Kush
Beejal, Founder & CEO at NeoStencil Mr. Arpit Oswal, Head of Product at Testbook and Ms.
Swagata Roy, Direcctor at Extramarks)
8. Appendix
8.1 Research Methodology
(Including Market Definitions, Abbreviations Used, Market Sizing Approach, Sample Sizing
Inclusion, Primary Research Approach and Research Limitations) 8.2 Disclaimer
8.3 Contact Us
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