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Education And Employability
Quantified India Test Preparation Market Through Deep Primary Research
10 Feb 2026

Client: Education service provider 

Offering: Market and expansion intelligence 

Context 

A leading test prep player wanted to understand: 

  • Overall market size and opportunity across offline test prep, foundation courses, and digital coaching in India 

  • Growth drivers for enrolments and coaching penetration across segments 

  • Headroom for growth, share of branded players, and city and tier-wise distribution of students 

  • Market size of adjacent segments including after-school tuition, other test prep, and NEET/JEE coaching in the Middle East 

  • Historical and projected ARPU growth of national players 

Approach 

  • Primary research: Conducted in-depth interviews with 16 coaching institute experts, 14 coaching center heads, and 175 students, parents, and faculty members across cities 

  • Market sizing: Built step-by-step sizing methodologies for each segment, comparing NEET-UG and JEE coaching penetration to identify structural differences 

  • Fee benchmarking: Analysed historical fee growth for the client and benchmarked against peers to assess ARPU trends 

  • International benchmarking: Compared the Indian market against other geographies and assessed key players in adjacent segments 

Praxis Delivered 

Delivered a rigorous, multi-segment market intelligence study estimating total addressable market across six categories- offline test prep, foundation courses, digital coaching, after-school tuition, other test prep, and Middle East NEET/JEE coaching. Identified key growth drivers per segment, quantified the tier-wise shift from unbranded to branded players by student volume, and provided ARPU growth projections, equipping the client with a comprehensive market view to prioritize investment and expansion decisions. 


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