The upcoming vernacular revolution in edtech
Published on: May 2019
The first wave of edtech companies saw players focusing on high-quality content and live streaming, most often catering to Metro/Tier 1 users and in English as the major medium of instruction. However, our research on learners across market segments (K12, test prep, professional learning) clearly shows a strong need for vernacular education- something which most offline and online platforms fail to provide adequately as of now. Thus, there is a strong underlying need for digital education in vernacular languages.
Cognizant of this large opportunity, many companies have jumped into the fray to specifically cater to these needs of these students. Platforms like Doubtnut, which target students in smaller cities in 12 vernacular languages, have been able to build a large user base in a relatively short time. Given the large opportunity and Doubtnut’s initial success in cracking it, it has been able to raise USD ~4 Mn in funding from a clutch of marquee investors.
Players like Adda 24X7, which operates in govt. job test prep has also been catering to the vernacular first segments, particularly the Hindi speaking belt. It has 40+ Mn total users, with a significant chunk of them being paid users.
These are just two examples of players specifically targeting this opportunity. Additionally, across the across K12 and professional learning space, players with video lectures have been tailoring them to blend English and Hindi in their delivery to drive customer engagement.
In time, we expect the more established edtech players to also cater to this vernacular need specifically and thus gradually move towards better engagement and ultimately higher monetization. Thus vernacular-first edtech could be the revolution that the sector needs to drive its next wave of growth.
2019 likely to see the emergence and growth of multichannel EdTech delivery models, as RedSeer research indicates a strong need state for hybrid learning.
Published on: Jan 2019