The Embibe Story
Embibe is an online test-prep provider for competitive exams like the IIT JEE, CET/AIPMT and BITSAT. It differentiates itself by cleverly using analytics to capture a student’s crucial performance metrics – not just speed, accuracy and time management, but also attempt-planning, stamina and psychological factors like confidence. Founder Aditi Avasthi, herself once an IIT aspirant, set up the company in 2012 with the aim of providing crucial personalized mentoring and guidance that students need and often do not get. Embibe uses a freemium model and many of its other services come at one-third the cost of what brick-and-mortar providers charge.
In Conversation with Aditi
Recipe for success
A startup’s value is “idea x team^2”. Embibe doesn’t believe in employees. We believe in entrepreneurs – passionate individuals who want to own game-changing solutions to important problems. Embibe has the ability to deliver learning outcomes leading to a significant improvement in test scores. Students, parents and teachers across emerging markets will see the difference we are making. Our team has a mix of very diverse backgrounds – experienced people who have run their own businesses, as well as fresh graduates from top-notch colleges in India and abroad. The commonality is the chip on their shoulder about building something big and learning new things every day.
Customer-centricity and making data-driven decisions are the other two. Embibe’s value proposition has been validated by its users at every step.
Your unique idea
There are two uniform pain points that impact all students: underachieving regardless of their level and access to quality education. Embibe focuses on the information gap. While most companies have a ‘let’s-give-access-to-content’-based approach, Embibe has championed a solution to the underachievement problem.
We offer students a subscription service to a deep-dive personalized analysis to improve their scores. Exam techniques and behavioural deficiencies like low stamina and conceptual weaknesses together make up an individual’s academic performance. Embibe identifies these weaknesses, sends out recommendations and gives students a chance to fix them. In fact, Embibe students have shown up to 23% improvement in scores after taking just one test on the platform!
Partnership with Kalaari
Kalaari invests in enterprises that will transform our collective future. Embibe is doing just that and that’s why we were always a perfect fit. I believe in the vision that Kalaari and Embibe share and see real synergy in terms of our core values of passion, creativity, focus and commitment.
I think more than raising capital, the team at Kalaari is a guiding force for all their portfolio companies, consistently providing support and counsel at every crucial decision-making juncture. Kalaari is an entrepreneur-centric firm and has added immense value to Embibe.
Your first meeting
My first meeting was a call with one of the principals at Kalaari. I was very impressed to hear deep-seated insights about the product we were building and the raw enthusiasm around what it could mean for education in India.