Awareness about Skill Based Learning and Early Childhood Development to Foster Activity Kit Subscription and E-Learning Users in India: Ken Research


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.


Key Segments Covered:-

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


Grade 1-5

Grade 6-8

Grade 9-12

Key Target Audience:-

E-Learning Companies

Activity Kit Companies

Toy Companies



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


Einstein Box


Math Buddy

Indian K12 E-Learning Competitive Ecosystem








For More Information on the research report, refer to below link:

India Experiential Learning Market

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Contact Us:-
Ken Research
Ankur Gupta, Head Marketing & Communications


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