Why does ed-tech click in India while most other subscription-based businesses don't?
India is a tough market for subscription-based business models - on internet and otherwise. Subscription means prepaid commitment to a particular quality and cost for a fixed time. In a country ready to port carriers on the drop of a hat, such forced loyalty (especially on content available online) seems unlikely, isn't it! Especially, when internet gives ample opportunities for infidelity based on both cost and quality. Now fathom this, - Byju's had 4.7 million paid subscribers as of Oct '20. Each subscription on an average costs around Rs. 14,500 - Unacademy had 350,000 by Sep '20, almost four times of what it had in Feb. On the other side, - Spotify has been trying to lure the Indian audience with sachet sized - Rs. 7 and Rs. 25 subscription offerings - Netflix India had pumped in all its financial might to build its India business, but had to resort to Rs. 199 mobile only plan to get people started - Disney Hotstar with around 1.8 million subsc...