[New] Industry Study: EdTech In India and How OnlineTyari Uses Data to Succeed

  • UPDATED: 20 July 2023
  • 4 min read

Reading Time: 4 minutes

Indian education has been hailed for many reasons. From being the land where the Gurukul system originated to be the education system that focuses on mass production of engineers, India’s educational landscape has gone through all the ups and downs.

EdTech in India

India has around 3,500 EdTech startups. By 2018, the industry had amassed an impressive $700 Million in funding. According to KPMG’s Online education in India: 2021 report, by 2021, the industry could be worth $1.96 Billion.

Future of online education in india
Source: KPMG

To all the challenges that the Indian education system is facing, EdTech has a solution. EdTech brings to students a host of options for interactive learning. Among the list of options include video on coding and technology, language learning courses, competitive exam preparations, on-demand tutor discovery, and gamification of the learning journey.

What Makes EdTech Ideal for India

India is a country where the teacher to student ratio is always on the unhealthy side. students rarely get individual attention and the opportunity to asl and clarify doubts on a personal basis.EdTech offers a comprehensive solution to all of this and much more.

  • One size fits all model does not work anymore: According to former CBSE chairman Ashok Ganguly, “The one-size-fits-all-theory doesn’t work anymore. We must ensure the proper use of technology at every level of education.” Each subject, each course, and each student needs a personalized way of learning that is self-paced.
  • Students need on-demand learning: Students appearing for professional exams often have to juggle internships and studies parallelly. It is not often that classroom timings are aligned to their work schedule. On-demand training turns the table in students’ favor enabling them to access courses and study materials on demand.
  • Books are passe, video is the new textbook: Talking of study materials, textbooks in print have become passe. The new generation of students is ‘watching’ courses more than they are reading about it. Video courses that are rich with lectures, multimedia graphics, and interactive elements make learning interesting and more captivating. The visual way of learning also strengthens the understanding of concepts.
  • Demand for expert educators: In the past, a single professor could handle at the most a batch of 100 students. EdTech enables educators to make themselves available to a huge population of students. The need for a physical space where students and teachers can assemble for classroom sessions is no longer needed. On-demand video streaming makes it possible to access courses at any time, anywhere, and through any medium.

All these solid factors along with many others fuel the growth of the EdTech revolution in India.

How OnlineTyari Spearheads The EdTech Revolution

OnlineTyari is one of India’s popular online examination platform used by over 8 million students who are gearing up for public service exams at both national and state levels. The web portal, as well as the app, also has an abundant collection of study materials in the form of text and video. OnlineTyari is one of a kind of educational platform where students get personalized study suggestions based on their current goals and past preferences.

Like most mobile-age services, OnlineTyari also ran into challenges in ramping up its marketing efforts. The website and app cater to students from across the country who want to take mock tests before the real tests happen. The biggest challenge that OnlineTyari faced was in delivering personalized engagement that will heighten user engagement on the website and the mobile app. They also wanted to leverage data-driven analytics to fine-tune their marketing efforts.

How OnlineTyari Cracked the Challenge with MoEngage

With MoEngage, OnlineTyari’s manual marketing efforts reduced by one-sixth. The EdTech platform uses MoEngage to consolidate all its marketing efforts into one system. They leverage capabilities like omnichannel personalization, social media connectors, and personalized messaging to increase its conversions by 400%.

Read all our ed-tech case studies here – 


Marketing funnel analysis

The first step in optimizing engagement for both website and app users was to analyze how they were spending time. To analyze that, OnlineTyari analyzed the marketing funnel and divide their customer journey into three stages: visitors on the website and app, users who have taken a preparatory test, and users who were currently in the subscription model.

A cohort analysis was also carried out to spot higher rates of drop-off at each stage. Respective gaps in campaigns were also found and rectified which resulted in maximized conversions.

Dynamic segmentation

The data from the funnel analysis was used to build a solid engagement strategy across all stages of the funnel. The engagement strategy was charted out by assigning a unique user profile to each new user. Based on the user profile, personalized messaging was carried out using MoEngage Flows — an omnichannel customer engagement system. The capability enabled OnlineTyari to roll out personalized marketing messages that were based on the user’s name, demographics, and past activities.

Social media connectors

MoEngage Social media connectors is a simple plug ’n’ play mode that allows businesses to retarget their users through social media. With Social media connectors and MoEngage Flows, OnlineTyari was able to reach out to its existing user base through Facebook Ads and Google AdWords. APIs from the respective social media channels also facilitated integrating marketing campaigns from social media into the email and push notifications.


With MoEngage, OnlineTyari was able to derive maximum value out of its marketing efforts. The analytic reports also help them data-driven decisions that helped strengthen the bottom line.

Read the full story about how OnlineTyari successfully implemented marketing automation to drive business results. 

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