Transforming Education: The Visionary Trio Behind Gradeup – Vibhu Bhushan, Shobhit Bhatnagar, and Sanjeev Kumar

In the bustling landscape of online education technology, Gradeup, founded by three dynamic engineers—Vibhu Bhushan, Shobhit Bhatnagar, and Sanjeev Kumar—stands out with a unique approach that revolves around engaging parents, instilling discipline, and fostering a sense of credibility in the competitive exam preparation space.

Unlike many edutech giants that primarily target students, Gradeup took a strategic leap by involving parents in the learning process. Conducting Parent Teacher Meetings (PTMs) every two weeks, the startup ensures parents are well-informed about their child’s progress, creating not just conviction but also enhancing the credibility of online learning. Shobhit Bhatnagar, co-founder of Gradeup, emphasizes that engaging parents is a crucial step in making online learning more acceptable and trustworthy.

Gradeup’s differentiation strategies extend beyond PTMs. The platform offers live online classes, intensive mock tests, and a robust feedback system where students can provide insights about their learning experience. A dedicated team closely monitors the progress of each enrolled student. This multi-faceted approach not only challenges traditional mindsets favoring offline classes but also provides recurring updates to parents through online report cards, ensuring a transparent and dynamic learning environment.

The four-year-old startup has witnessed remarkable growth, from 1.1 million registered users and ₹23 lakh in revenue in its first year to an impressive 15 million registered users and ₹5.6 crore in revenue by September 2023. Particularly noteworthy is the fact that Gradeup has attracted over 2.5 lakh paid users, emphasizing its commitment to providing value over freebies. The strategic decision to target undergraduates and above, steering clear of direct competition with behemoths like Byju’s, has proven to be a masterstroke.

Gradeup has carved its niche in competitive exam preparation, a segment that Jessie Paul, founder of Paul Writer, describes as underserved by the online market. With a focus on mobile app accessibility and a community-oriented approach, Gradeup taps into the full-time dedication of aspirants, providing round-the-clock learning opportunities, access to top tutors, and an extensive bank of practice tests. This strategy sets the platform apart in a fragmented market dominated by traditional coaching centers.

Venture capitalists see immense potential for Gradeup to disrupt the offline coaching market, particularly in smaller towns where quality preparatory classes are scarce. The challenge lies in keeping customer acquisition costs low. Anil Joshi, managing partner at Unicorn India Ventures, highlights the significant opportunity Gradeup has in addressing this gap.

Continuous content upgradation, protection, and adapting to evolving curriculum requirements are challenges that Gradeup must navigate. Vikram Gupta, founder and managing partner at IvyCap Ventures, stresses the importance of a perfect combination of content, technology, and a hybrid offline-online business model for sustained success. While Gradeup doesn’t currently plan to go offline, co-founder Vibhu Bhushan recognizes the potential for centers where students can attend classes or take semi-assisted tests in the future. However, the primary mission remains to bring students online first, emphasizing that for a pure-play digital product, an online delivery model holds substantial value in the long term.

Shobhit Bhatnagar adds that Gradeup’s mission is to ensure an online product is consumed online, especially when it outperforms its offline counterparts. With a vision centered on innovation, engagement, and credibility, the visionary trio behind Gradeup—Vibhu Bhushan, Shobhit Bhatnagar, and Sanjeev Kumar—is reshaping the landscape of online education in India.