The concept of activity kit subscription for kids is new in India and the industry has gained traction only in 2016-2017 and the industry has penetrated <1% of its target addressable market. On the other hand, e-learning for K12 education has gained pace since 2018 and the demand has drastically increased during COVID lockdown due to increasing preference towards remote learning.
Increasing Demand of Activity Kits: The demand from 2-6 years old has
drastically increased after entry of players such as Intellikit and Xplorabox.
The 2-6 years segment is also an easy segment from business point of view
because activity kits preferred over e-learning or screen learning for young
kids, there is relatively low academic pressure which removes demand
seasonality from the segment and the activities can be easily aligned to the
curriculum for this segment. Flinto the market leader is also changing its
focus towards younger age group by its home-schooling product known as
Flintoclass @ Home.
Changing Product Portfolio of E-Learning
Start-Ups: Majority of ed-tech start-ups introduced live classes during 2020
lockdown with increasing demand of personalised remote learning. Start-ups also
vertically integrated or diversified to introduce coding classes in their
portfolio, for instance, BYJU’s acquired WhiteHatJr to introduce coding and on
the other hand Toppr and Vedantu introduced Toppr Codr & Vedantu SuperKids
respectively. Companies also introduced specialised doubt solving platforms
such Toppr Ask by Toppr and Vedantu acquired doubt solving start-up Instasolv.
The demand from pre-primary segment gained traction only after introduction of
BYJU’s Early Learn App.
Impact of NEP 2020: The NEP promotes use of experiential
learning methodology in schools; this will in turn increase awareness about
skill based learning among parents and will drive parents to invest on ed-tech
platforms. This also open multiple B2B opportunities for ed-tech players as
schools will require educational stories, videos, games and the technology to
facilitate experiential learning in classroom. Introduction of State School
examinations in Grades 3, 5, and 8 could force parents to send their kids to take
additional tuition classes which can help ed-tech companies to expand their
user base among younger age groups. Other reforms such as change in report
cards, use of regional languages, and introduction of vocational courses and formalisation
of schooling for 3-5 years old open multiple windows for the ed-tech industry.
According to a report by Ken Research titled “India Experiential Learning Market Outlook to 2025- Driven
by Growing Awareness About Early Childhood Development Backed by Availability
of Popular Kids-Friendly Themes” the K8 Activity Kit Subscription
Industry and K12 E-Learning Industry have grown at CAGR (FY’15-FY’20) 103.9%
& 41.5% respectively. Increasing awareness about ill-effects of futile
screen time on kids and importance of early childhood development has derived
the growth in the activity kit subscription industry. Increasing funding
activities have enabled e-learning start-ups to attract parents by using their cleverly
designed pompous marketing campaigns.
K8 Activity Kit Industry Revenue By Age Group
2-4 years
4-6 years
6-8 years
8-10 years
10-12 years
+12 years
K8 Activity Kit
Industry Revenue By Subscription Type
3 Months
6 Months
12 Months
Others (1 Month, 2
Month & 9 Month)
K8 Activity Kit
Industry Revenue By Regions
Tier 1 Cities
Tier 2 Cities
Tier 3 Cities
K12 E-Learning
Industry Revenue By Grade
UKG and LKG
Grade 1-5
Grade 6-8
Grade 9-12
Key Target Audience:-
E-Learning Companies
Activity Kit Companies
Toy Companies
Schools
Pre-School
Government Authority
Time Period Captured
in the Report:-
Historical Period:
FY’2015-FY’2020
Forecast Period:
FY’2020-FY’2025
Companies Mentioned:-
Indian K8 Activity Kit
Subscription Competitive Ecosystem
Flinto (Flintobox and
Flintoclass)
Magic Crate
Xplorabox
Einstein Box
Intellikit
Math Buddy
Indian K12 E-Learning
Competitive Ecosystem
BYJU’s
Meritnation
Cuemath
Toppr
Vedantu
PlanetSpark
CampK12
For More
Information on the research
report, refer to below link:-
India Experiential Learning Market
Related Reports:-
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