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Author ORCID Identifier

Shubham Singhania: 0000-0001-8473-9563

Varda Sardana: 0000-0003-1326-6273

Abstract

This case study explores the strategic crossroads faced by AJC Edutech Private Limited (branded as anujjindal.in), a rapidly growing EdTech firm specializing in government exam preparation in India. Operating in a highly competitive and evolving digital education landscape, AJC Edutech confronts mounting pressure to sustain profitability, retain learner engagement, and differentiate its offerings amidst dominant players like BYJU’S, Unacademy, and Physics Wallah. The case investigates critical issues such as pricing innovation, product bundling, customer acquisition, and longterm brand positioning. It also examines the potential of technology integration, datadriven personalization, and community building as levers for growth. Through a detailed exploration of the company's operational model, market dynamics, and student expectations, the case poses a fundamental question: Should AJC Edutech scale aggressively to capture market share, or pause to rethink and consolidate its business model for long-term sustainability? Designed for courses in business strategy, digital entrepreneurship, and innovation management, the case encourages learners to evaluate real-world challenges of scaling, pivoting, and adapting in a volatile, tech-driven educational environment. It also includes simulation-based classroom activities and role-plays to deepen understanding of strategic decision making under resource constraints. This case offers valuable insights for educators, practitioners, and policy thinkers in the digital learning space.

Keywords

Sustainable Business Models, Digital Marketing, Pricing Strategy, E-Commerce, Finance

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