Advanced Technology-backed Personalization of User Experience, Government Initiatives to develop Standardized Testing for University Admissions and Increasing Adoption from Tier-2 and Tier-3 cities will lead to growth in Test Preparation Industry in India: Ken Research

User Personalization is expected to be the key driving force behind growth in the Online Test Preparation industry, with companies investing across AI and ML technologies to personalize user experience for learners.

Vernacular language-based courses are expected to gain more traction amongst test preparation companies as learners from tier-2 and tier-3 based cities, having non-Hindi and non-English Board-based education, increasingly go for online test preparation programs.

Job-based categories of Test Preparation including Government exams are expected to gain traction in light of the increasing number of categories of government entrance exams stimulated by the expected introduction of new jobs by the Central and State governments in the country.

Impact of COVID-19: The pandemic has played a key role in accentuating the transition from offline coaching to online coaching for students nation-wide and has allowed students to experience online platform-based learning. The pandemic is expected to be the watershed moment for online learning, with growth set to continue in the future.

Consolidation of Competition: The online test prep ecosystem has been abuzz with acquisition activity with incumbent players looking to consolidate competition through inorganic growth. A string of acquisitions by BYJU’s and Unacademy signal the learning of the market towards consolidation of users amongst a few major players.

Hybrid Learning Delivery: With COVID-119 clearly establishing a need for online learning mechanisms in the test preparation industry, there are now signals towards a collaborative rather than combative relation between offline centres and online learning. Online test preparation companies have been indicating that offline centre-based partnerships are a key part of their future plans, suggesting that better learning and results can be achieved through hybrid learning in the test preparation industry.

Analysts at Ken Research in their latest publication India Test Preparation Outlook to 2025 By Type of Course (Under-Graduate, Post-Graduate and Job-Based), By Type of Undergraduate Test Prep (Medical, Engineering, Architecture, Cost Accounting and CA Foundation, SAT, Law and Other UG Entrances), By Type of Postgraduate Test Prep (Commerce, Engineering, Management and Others) and By Job-Based Test Prep (Banking & Insurance, Civil Services, SSC, Railways and Others)observed that the test preparation industry in India is expected to grow on  the back of the strong growth expected to be registered by the online test preparation segment. There is expected to be an increase in paid user conversions among test preparation platforms primarily driven by rising adoption among Tier-2 and Tier-3 cities. New learning technologies specially combined education delivery modes comprising of offline and online learning will also drive growth in the space. Test Preparation industry revenues are expected to increase at a CAGR of 9.3% over 2020-2025, with the online segment expected to grow at a CAGR of 42.3% over the same period.


Key Segments Covered:-

Type of Course (Under-Graduate, Post-Graduate and Job-Based)

Type of Undergraduate Test Prep (Medical, Engineering, Architecture, Cost Accounting and CA Foundation, SAT, Law and Other UG Entrances)

Type of Postgraduate Test Prep (Commerce, Engineering, Management and Others)

Type of Job-Based Test Prep (Banking & Insurance, Civil Services, SSC, Railways and Others)

Test Preparation Companies Covered








Adda 247


Aakash Educational Services

Key Target Audience:-

Offline Test Preparation Companies

Online Test Preparation Companies

Educational Industry Associations

Ed-Tech Companies

Ministry of Education, India

Venture Capital and Private Equity firms

Time Period Captured in the Report:-

Historical Period: 2015-2020

Forecast Period: 2020-2025

Key Topics Covered in the Report:-

Target Addressable Audience for Test Preparation in India

Division in the Test Preparation Market in India

Decision Making Model for Learners: Test Prep Courses

Learner Preference Trends

Segmental Leaders of Test Prep in India

Test Preparation Investment Landscape

Online Test Prep M&A Landscape

Operating Model Implementation across Indian Online Test Prep Ecosystem

Course Monetization in Indian Online Test Prep Ecosystem

Revenue Streams of Test Prep Players

Product Combination for Online Test Prep Companies

Tech Innovations by Online Test Prep Companies

Marketing Model for Test Prep Players

Business Landscape of Major Test Prep Players

Operating and Financial Landscape of Major Test Prep Players

Category Presence of Major Players

Challenges Faced by Online Test Prep Players including Solutions

COVID Impact on Demand of Test Prep Courses

Emerging Test Prep Trends in the Future

Recommended Market Penetration Strategies

Industry Speak (Interviews with Strategic Leaders across the Industry)

For More Information on the research report, refer to below link:-

India Test Preparation Market

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Vietnam E-Learning Market Outlook to 2023 – Driven by Rising Adoption of Smartclasses, E-books in Schools and MOOCs and Smart Authoring Tools in Corporate Training and Test Preparation Segment

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Ken Research
Ankur Gupta, Head Marketing & Communications

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