To what extent have BYJU’s celebrity endorsement and sponsorship strategies successfully contributed to the growth of the company?

Registration ID: IJNRD_182392

Published ID: IJNRD2208083

DOI: Click Here to Get

Avinn Malhotra

indian startup, byju, ed-tech, education technology, growth strategy, marketing, sponsorship

In light of the pandemic, many aspects of our life have become increasingly digitized. One such aspect is education. Even prior to the pandemic, ‘Ed-tech’ or educational technology was on the rise. Of the many brands that were prospering in this sub-industry, an Indian startup named BYJU’s started to become very popular. With the beginnings of this company dating back to 2011 and beyond, at today's date BYJU's has been valued at an impressive $23 billion. This paper aims to unfold the history of the company to prove that it fits the definition of a startup, as found in the literature, to a great extent. Furthermore, by using marketing knowledge, the varying growth strategies that enabled the company this success are also analyzed.

Published Paper   E-Certificate

Avinn Malhotra (August-2022). To what extent have BYJU’s celebrity endorsement and sponsorship strategies successfully contributed to the growth of the company?. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 7(8), 793-802. https://ijnrd.org/papers/IJNRD2208083.pdf

Volume 7 Issue 8, August-2022

Pages : 793-802

Paper Reg. ID: IJNRD_182392

Published Paper Id: IJNRD2208083

Downloads: 000121993

Research Area: Management

Country: Gurugram, Haryana, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2208083.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2208083

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

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