“Unacademy”: journey from online disruptor to omnichannel EdTech
Authors: Singh Bhoopendra , Goyal Sonu 
Published: December 2024

Learning outcomes
The learning outcomes are as follows: understanding strategic decision-making in EdTech: students will analyse the dynamics of strategic decision-making in the EdTech sector, exploring the rationale behind Unacademy’s shift from online to offline learning; assessing business model transformation: learners will evaluate the challenges and opportunities associated with Unacademy’s transformation from an online-centric model to venturing into physical coaching centres, and this includes considerations of market trends, competition and financial implications; managing competitive dynamics: students will examine the competitive landscape in the Indian EdTech sector, comparing Unacademy’s offline move with industry players, and this objective aims to enhance students’ ability to assess competitive strategies and positioning; strategic response to funding challenges: participants will explore how Unacademy strategically responds to the funding winter, addressing questions of financial stability, organic growth and sustainability in a dynamic market; leadership in uncertain environments: the case aims to develop insights into effective leadership during periods of uncertainty, and students will assess Gaurav Munjal’s leadership decisions and the management team’s role in steering Unacademy through challenges.
These objectives align closely with the case’s focus on strategic management, innovation and business transformation within the context of EdTech, providing students with practical insights and decision-making skills applicable to real-world scenarios.

Case overview/synopsis
The case study revolves around Unacademy, a prominent EdTech player in India, undergoing a strategic shift since May 2022. Facing a decline in demand for online education, the company ventured into the offline learning space by establishing physical coaching centres, directly competing with established offline and hybrid players. The case spans the period from the strategic pivot in 2022 to the challenges faced during the funding winter. The protagonist is Gaurav Munjal, the CEO of Unacademy, leading the management team amidst uncertainties.
The case is designed to teach strategic management in the EdTech sector, focusing on the challenges associated with entering the offline education space, particularly without prior experience and amid stiff competition. It explores questions of achieving organic growth, ensuring profitability and making strategic decisions during a funding winter. The industry context is EdTech in India, and the sub-fields of academia include strategic decision-making, business model transformation and competition dynamics within the education sector.
Level and field of study: The case is designed for MBA students with a focus on strategic management, innovation and the EdTech sector. It can also be suitable for executives participating in short courses on business strategy and organizational transformation.

Complexity academic level
This case is structured for Undergraduate, Postgraduate, MBA and Management Development Programs, aiming to enhance learning in the strategy field through real-world insights and challenges encountered in a dynamic business environment.

Supplementary material
Teaching notes are available for educators only.

Subject code
CSS11: Strategy.