The focus of this case is the survival challenges faced by BYJU’S due to mounting losses and financial mismanagement. This case discusses the strategic mistakes committed by BYJU’S, such as the acquisitions-based growth strategy and overspending on marketing. It also discusses operational mistakes such as low customer retention, security and privacy issues and the use of hard selling to fuel rapid growth. The primary focus of this case is the CEO’s dilemma in resolving the crisis. BYJU’S business model is discussed to provide students with an overview of the dynamics and challenges of the EdTech business and the company’s initiatives to enhance the robustness of its business model. An overview of prominent EdTech companies competing with BYJU’S in India is presented in the case to enable the students to understand the competitive scenario of the EdTech industry.
Buildd. (n.d.). An overview of Byju’s business model: How it functions as India’s biggest EdTech startup. https://buildd.co/marketing/byju-business-model
3.
Fintrakk. (2022, December20). Top 10 EdTech companies in India: Startups 2023. https://fintrakk.com/top-edtech-companies-in-india-best/
4.
Forbes India. (2024, May20). 1 USD to INR: From 1947 to 2024. https://www.forbesindia.com/article/explainers/1-usd-to-inr-history/88635/1
5.
Frontline. (2023, January4). Byju’s staff reveal harsh work conditions, Indian parents say edtech giant pushed them into debt. https://frontline.thehindu.com/news/investigation-byjus-staff-reveal-harsh-work-conditions-indian-parents-say-edtech-giant-pushed-them-into-debt/article66274546.ece
6.
MalikB. (2024, August25). BYJU’S: An empire that was. Inc42 Media. https://inc42.com/features/byjus-an-empire-that-was/
7.
PaulB. (2024, January24). Byju’s FY22 results: Core business grows, yet mounting losses and debt spark a race against time for survival. Business Today. https://www.businesstoday.in/entrepreneurship/start-up/story/byjus-fy22-results-core-business-grows-yet-mounting-losses-and-debt-spark-a-race-against-time-for-survival-414769-2024-01-24
8.
ProductMonk. (2024). Product case study on Byju’s failure story. https://www.productmonk.io/p/product-case-study-of-byjus-failure-analysis
9.
RawatA. (2023, December27). Byju’s fiasco: 10 reasons behind the downfall of India’s most successful ed-tech startup. LinkedIn. https://www.linkedin.com/pulse/byjus-fiasco-10-reasons-behind-downfall-indias-most-succesful-rawat-gpq4c
10.
RayS. (2022). Fraud detection in e-commerce using machine learning. BOHR International Journal of Advances in Management Research, 1(1), 7–14.
11.
RayS., JainK., BirruP., & MohataR. (2024). A case study of BYJU’S failure. World Journal of Advanced Research and Reviews, 21(3), 674–689. https://doi.org/10.30574/wjarr.2024.21.3.046
12.
ShahA. R. S. (2022, October12). BYJU’S looks to lay off about 2,500 employees/Mint. Mint. https://www.livemint.com/companies/news/byjus-integrates-indian-businesses-to-lay-off-2-500-employees-11665587558830.html
13.
SinghA. (2023, December20). Hard sells and ‘toxic’ targets: How Indian edtech giant Byju’s fuels its meteoric rise. Rest of World. https://restofworld.org/2021/inside-india-edtech-byjus/
14.
SubramaniamN. (2022, September17). BYJU’S FY21 financials: Reading between the numbers. https://inc42.com/features/byjus-fy21-financials-loss-revenue-analysis/
15.
The Economic Times. (2022a, September15). After 18-month delay Byju’s releases audited FY21 results; The Merge sparks Ether trading surge. https://economictimes.indiatimes.com/tech/newsletters/morning-dispatch/after-18-
16.
The Economic Times. (2022b, October14). Byju’s pink slips: Layoffs unfortunate withdrawal symptoms of founders being on steroids, says Ronnie Screwvala. https://economictimes.indiatimes.com/markets/expert-view/byjus-pink-slips-layoffs-unfortunate-withdrawal-symptoms-of-founders-being-on-steroids-says-ronnie-screwvala/videoshow/94840871.cms
17.
The Economic Times. (2023, January4). ‘Loss after loss’: Parents detail how Byju’s pushed them into debt. https://economictimes.indiatimes.com/tech/startups/loss-after-loss-parents-say-byjus-pushed-them-into-debt/articleshow/96222272.cms
18.
TiceT. (2024, February2). Breaking down Byju’s: The shocking truth behind credibility meltdown!TICE News. https://www.tice.news/tice-trending/byjus-credibility-crisis-a-deeper-look-into-financial-woes-and-impact-2470882
19.
WaghS., NikamR., & RayS. (2022). Exploration of the higher education system’s mechanism and impact on more than just the effective growth of the Indian economy. Globsyn Management Journal, 16(1–2), 85–91.
