India's education technology sector is undergoing a significant transformation. As investor enthusiasm wanes and dealmaking slows, platforms are aggressively shifting towards a new, low-cost model focused on bite-sized, vernacular content. This strategic pivot aims to capture a vast base of casual learners and generate early revenue traction in a challenging market.
The Rise of the Snackable Learning Model
The traditional edtech approach, built on structured courses, full-time teachers, and outcome-based promises, is being complemented—and in some cases challenged—by micro-learning. This model targets low-intent, high-frequency users with content that can be consumed in just minutes each day. Topics are practical and immediate, ranging from updating an Aadhaar card and starting a ₹50,000 business to shooting a YouTube video.
Priced as low as ₹1 for trial periods, with monthly subscriptions typically between ₹49 and ₹199, this content is less about deep mastery and more about building daily engagement. The goal is to turn everyday curiosity into a habit, and that habit into a steady revenue stream. This marks a clear departure from the high-ticket, long-duration courses that defined the sector's initial boom.
Key Players and Market Momentum
Several platforms are leading this charge. Seekho is a notable pioneer, reportedly clocking close to $4-4.5 million in monthly revenue. After a ₹1 trial, users move to subscription plans. The company's success attracted a $28 million Series B round, bringing total funding to over $42 million, and it now plans an entry into the US market.
Other entrants are gaining rapid traction. The Eloelo Group, known for live social entertainment, launched a micro-learning app called Master, which crossed 4 million users in under two months. Founder Saurabh Pandey stated that a sizable portion of its 6 million installs are paid, with an average revenue per paying user of around ₹180 monthly. The app sees an average daily watch time of 10–12 minutes, with users consuming about six videos daily, heavily driven by Hindi, Tamil, and Telugu content.
Audio streaming startup Kuku FM, which is preparing for an IPO, has entered the space with Guru, a platform built on habit and curiosity rather than long-form courses. It is preparing to raise about ₹1,820 crore.
Incumbents Adapt and Broader Sector Integration
Even established players are recalibrating. PhysicsWallah, which began as a YouTube channel in 2014 and is now a listed omnichannel giant, has launched its own OTT platform called Pi. Targeted at the ₹300–400 low-ticket segment, it offers a distraction-free alternative to free platforms like YouTube. This move allows greater control over the student journey and monetisation, according to Mit Desai of Praxis Global Alliance.
The shift towards micro-learning is also evident on social and entertainment platforms. YouTube India is actively positioning itself as a learning destination, expanding AI tools and partnering with institutions like AIIMS. Short-video apps like ShareChat and Moj report that infotainment now constitutes 15–20% of their content, with high engagement in languages like Punjabi, Tamil, and Telugu.
Drivers, Challenges, and Market Potential
This strategic shift comes against the backdrop of a broader sector slowdown, exacerbated by the prolonged crisis at Byju's. Deal activity has thinned, shrinking M&A volumes and average deal sizes, putting immense pressure on startups to demonstrate monetisation capabilities early in their lifecycle.
Mit Desai estimates the micro-learning market in India at $300–400 million, growing at 20–30% annually. He notes it expands the market by bringing in new learner segments priced out of traditional courses and can act as a feeder to core offerings. However, challenges around creator credibility and misinformation persist. Platforms are addressing these through layered controls combining verification, guidelines, automated checks, and human review.
Ultimately, micro-learning is carving a distinct niche. It is not merely cannibalising the existing edtech market but is creating a new digital content and upskilling economy, one short, affordable video at a time.
