Educart, a publishing house with more than four decades of operation, asserts its commitment to producing educational materials. The company specialises in publishing books and sample papers catering to students from kindergarten to K-12 across a wide range of subjects. Additionally, Educart claims to provide sample papers designed for various entrance exams, such as the Common University Entrance Test (CUET), Union Public Service Commission (UPSC), Joint Entrance Examination (JEE) as well as government exams which include Bank and Railways, Ripul Agrawal, managing director, Educart, told FE Education. “Our primary focus is on the academic levels from grades 9th-12th, specifically targeting the board exam segment and National Eligibility cum Entrance Test (NEET). Our publications reach are available for purchase throughout India. We collaborate with more than 1.5 lakh educators across the country, providing them with regular shipments of books. These educators utilise our practice and reference materials in their everyday classroom teaching, contributing to students’ day-to-day learning experiences,” he said.
Educart claims to employ a dual approach, incorporating both business-to-business (B2B) and business-to-consumer (B2C) models. The company asserts direct engagement with teachers from various schools, while simultaneously facilitating bulk orders directly from schools. Notably, Educart emphasises a non-partnership stance with any specific school or institution. Instead, it claims to have adopted an indirect partnership model, wherein demand is generated organically as teachers recommend their books to students. “We do not currently have an ed-tech product in our portfolio, our engagement aligns with the K-12 segment, acknowledging the significance of technology in the primary and secondary education space,” Agrawal said.
On the marketing side of Educart, it claims to collaborate with leading educators in the tech industry. It claims to partner with renowned professionals associated with platforms such as Vedantu, Unacademy and independent educators on YouTube, many of whom boast subscriber bases exceeding 10 million. These educators serve as authors for their books, contributing their expertise to the content Educart offers. “Despite our absence in the ed-tech product realm, our collaborative efforts with top educators underscore our commitment to delivering high-quality educational materials to students through traditional book formats,” he said.
Interestingly, the company claims to distribute approximately 10-15 lakh books to teachers free of cost. With this initiative, its objective is to grant teachers access to high-quality educational materials specifically curated for each academic year. It is believed that educators, in general, find it more convenient to interact with a physical book at their own pace, rather than adjusting to an ed-tech product that could demand a shift in their established workflow. “Through the provision of these complimentary resources, the aim is to empower educators with optimal tools to enrich the learning experience for their students. We receive more than 2,000 daily messages from teachers, 2,000 book reviews on Amazon and Flipkart and 10,000 YouTube comments praising Educart books for our effectiveness in helping students,” he said.