upGrad offered high-quality, long duration online degrees but at 8 times the price of an average online course.
Consumers saw online courses as lightweight and inconsequential in career growth.
Modern jobbers see specialization as the fastest way to grow their careers
Pitch upGrad as a serious degree with specialization opportunities.
Take on the ways people resort to rise faster
From seeing upGrad as generic (read ‘low’ value) learning platform, potential learners put the brand in a different mental box – an institution that provides life changing career outcomes
95% increase in revenue
Skipping online learning options
Enrolling at a high premium