What does Byju’s, the edtech that sponsors the World Cup and has already invested greater than R$ 100 million in Brazil
The education technology company arrived in Brazil in mid-2021 and has already invested more than R$ 100 million
THE Qatar Cup brings together a series of sponsors and some stand out for the area in which they operate. One of them is the Byju’s (pronounced Baijus), a platform that uses technology to teach math, coding, and music to kids and teens.
Indian edtech is known as the largest in the world and has estimated market value at $22 billion🇧🇷 Edtech arrived in Brazil in mid-2021 and has already invested BRL 100 million in marketing and operational resources.
Present in more than 120 countries and with offices in 21, the company’s entry into the Cup was structured as a way to expand brand recognition outside India and reach new audiences.
FIFA’s expectation is that the event is followed by more than 5 billion peopletherefore an excellent spotlight for those looking for visibility.
At the beginning of the month, the company announced the striker for Paris Saint-German and Argentina Lionel Messi as the first international ambassador of Education For All (Educação para Todos, in Portuguese), Byju’s social impact arm, to publicize actions in favor of equitable education.
The strategy accompanies Byju’s internationalization journey, which began in early 2021 in countries such as the United States, Australia and the United Kingdom. It was in this process that it entered Latin America, from offices in Brazil and Mexico.
According to Fernando Prado, CEO of Byju’s in Brazil and former CEO of ClickBus, the investment has left the team satisfied. In the country, they noticed a 260% increase in organic searches for the brand.
“In addition, we have received a lot of feedback from our students about how proud they are to see the platform they study being present at one of the most important events on the world’s sporting calendar”.
What does edtech do
Byju’s was founded in 2011 in Bangalore, a city in southern India, by then math professor Byju Raveendran.
Trained as a mechanical engineer, Raveendran taught people who were looking to get into the Indian Institutes of Management, a popular business school, and noticed the difficulties with math and science.
It was during this period that he understood that these skills and competencies needed to be developed from childhood.
Raveendran considered this an even more critical challenge in India, the second most populous country in the world, which consequently results in greater competitiveness in the market.
With his wife Divya Gokulnath, graduated in technology, he created the company that boomed in 2015, when it launched an app with video lessons capable of measuring children’s learning levels for the future.
The teaching proposal also sought to incorporate both the social and professional point of view, introducing important skills for the new context of the labor market.
More than a decade later, Byju’s has as a differential the teaching programming and math in four different curriculums, separated by age. The target audience is children and teenagers from 6 to 15 years old.
Classes are online, individual and address, in addition to programming and mathematics, critical thinking and logic.
In common, all classes have practical projects so that the student leaves theory and can apply what has been learned, whether in the development of applications, websites or even games.
The fortune of the two founders today is estimated at US$ 3.3 billion, according to Forbes.
How is the operation in Brazil
Soon, it intends to enter other segments, but keeping the focus on children’s and youth education.
“Globally, Byju’s portfolio of courses is quite extensive and we are attentive to the Brazilian market”, says Prado.
Edtech now has more 150 million students around the world🇧🇷 The country still represents a small part, with just over 20 thousanda number that intends to double by the end of 2023 – the expectation is similar in terms of revenue.
Some numbers that encourage the executive’s optimism are that since the beginning in 2021, the operation has already attended more paid classes than the “trials”, tests to show how the method works in practice. And yet, the country became number 1 in student engagement and retention.
“Byju’s Brazilian operation is increasingly strengthened and is one of the most strategic locations in which it operates, as it represents a high growth potential”, says Prado.
Another role of the local unit is to be able to be the point of reference for teaching children from other countries who have Portuguese as their mother tongue.