upGrad Marketing Strategy

upGrad – Ronnie Screwala Secret Strategies for Edtech Businesses


upGrad is an EdTech company whose motive is to help students with their higher education. The business of the company is completely online based and free of cost. The application also offers a large variety of courses ranging from undergraduate programs to Master’s degree programs.

Master’s degrees and other higher degrees are only offered on a fee payment system. Otherwise, almost all the courses are free of cost and are also offering a completion certificate unlike other educational applications in the market. 

History:-  upGrad was launched in the year 2015 by the co-founders of the company- Ronnie Screwvala, Phalgun  Kompalli, Mayank Kumar, and Ravijot Chugh. By their hard work from day to night, upGrad became one of the leading EdTech companies in Asia. And finally in August, 2021 upGrad entered the unicorn club.

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YouTube Marketing Strategy

“upGrad’s TV presence has been very much limited as we all know TV can’t reach a certain niche population in this century despite its ability to reach a wider audience. Rather OTT and YouTube are the main pieces of our marketing strategy,” says Arjun Mohan, CEO of the Bangalore-based higher edtech brand. So upGrad mainly focuses on YouTube marketing strategies rather than tv ads.

Reference link- https://youtu.be/B_UbDtoR16I

Advertising strategy

The CEO of upGrad, Arjun Mohan had mentioned in an interview that the company spends a whopping sum of money on its advertisement. As it is clearly said – “jo dikhta hai woh bikta hai”. And that’s the reason why most of the companies invest their money on advertising and social media marketing because it is the most effective way of showcasing one’s services.

Promotional Activities

Other than spending a large amount on advertising and YouTube video, upGrad also focussed on promotional activities. The company took an active part in promoting its business during the 2020 IPL season as IPL is the most viewed thing in India. Knowing its popularity, upGrad also promotes its services in the latest IPL season, i.e. 2021 upGrad took an effective part in its promotional activities.

upGrad Future Plans

The motive of the company is to provide education to each and every person. Though there are not many announcements from the company’s side of view it is expected that by the end of 2025, the company plans to cross the 5 million alumni members mark. However, other than that, the company is working on other  programs by global universities.

With the help of collaborations with global universities, upGrad would become a stand out educational company in the Indian market. There will be a lot coming from the company’s point of view in the future and we all hope to experience the brilliance of learning from upGrad. 

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