Eyeing $2M revenue from Gulf, 90+ My Tuition App targets NRI CBSE students
Bengaluru-based e-learning startup 90+ My Tuition App offers syllabus and textbook-oriented digital classes, and has onboarded over 1,000 paying students within the first year of operations in the UAE.
Many edtech startups in India are busy setting their houses in order—whether at loggerheads with its investors or and working to narrow their losses. Among them, has sensed an opportunity in the Gulf.
Four years after it started operations in India, 90+ My Tuition App, an e-learning platform, expanded its footprint to Dubai, UAE, in 2022. The move came after it secured $5 million in Series A funding from the directors of Pearl Investment LLC, a Dubai-based business group, in 2021.
The edtech startup, which offers syllabus-aligned lessons and digital textbooks to CBSE students, along with live classes, saw an opportunity to tap non-resident Indian students living in GCC countries. Until recently, many countries in the region, including the UAE, did not allow private tutoring.
“The decision was made due to high demand among CBSE students in the GCC for quality tuition services, often from Indian tutors, based on extensive market research and inquiries from these regions,” said Vingish K Vijyan, Co-founder of 90+ My Tuition App, told YS Gulf.
The Bengaluru-based startup has onboarded over 1,000 paying students from the UAE and Qatar within the first year of operations.
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Tailoring the offering
90+ My Tuition App, founded in 2018 by Vijyan and Smijay Gokuldasan, began operations in Kerala and later expanded to include other state board and national board curricula. It caters to a total of 7 lakh students.
It offers syllabus-aligned lessons and digital textbooks for classes 8-12 students in 14 states in India. It also offers pre-recorded chapters for math and science for classes 5-12, including for the Kerala state board, in both English and Hindi.
The startup launched 90+ Hybrid Daily Live Tuition platform in 2022, prioritising virtual classrooms and tailoring them to individual student needs. The vertical focuses on daily live classes for classes 5-12 for Kerala state board students, and classes 8-10 for CBSE board students.
“The hybrid model consists of 75% video content and 25% live interactions, ensuring that students have access to animated video classes for visual learning and live teacher support to address doubts and provide personalised guidance,” Vijyan said.
In the UAE, 90+ has launched live classes for classes 7-10 based on the CBSE syllabus. These classes combine online and offline sessions, including revision, exam special classes, and regular communication with parents.
To cater to the regional language needs of GCC students, the startup has added Arabic to its curriculum and hired teachers. “The inclusion of Arabic in the syllabus, as a significant second language in Dubai, aimed to address cultural differences and was well-received by students,” the co-founder added.
The startup charges Rs 72,000 for regular products including standard tutorial videos, practice questions, mock online tests, and doubt-solving features. For premium features such as personalised study plans, comprehensive subject coverage, and additional support, it charges around Rs 22,000 to Rs 1.5 lakh.
90+ My Tuition App Team
“Our courses are for one academic year and customers can purchase the product for up to three years,” Vijyan added.
While the company did not disclose its financials, it aims to generate a revenue of $2 million in 2024-25 from its GCC offerings while maintaining an EBITDA margin of 40%. It wants to consolidate its presence in UAE and Qatar in 2024.
Challenges
It hasn’t been smooth sailing for 90+ to create a name for itself in the crowded and competitive edtech sector. The startup initially faced challenges due to the UAE’s unique cultural landscape and diverse student demographics.
“In the UAE, the student population is notably diverse, with different nationalities bringing varied educational expectations and cultural nuances. To address their needs, we recruited teachers (for live classes) who had completed their education in GCC countries, ensuring they could relate to and meet the expectations of our students,” he explained.
The startup also found it difficult to establish trust among local parents who were initially hesitant to adopt a new educational product. “We overcame it by providing testimonials from parents and students,” said Vijyan.
The startup, with 165 employees across teams including teachers and sales, competes with players including , , and Xylem in India, and BYJU’S, Extramarks, and Brilliant Tuition in the UAE.
The company attempts to stand out with its approach of class teacher model, daily exams, and engaging animated pre-recorded video classes to enhance student productivity and learning effectiveness.
Market and what future holds
In 2024, 3.9 million students appeared for classes 10 and 12 CBSE examinations in the UAE.
According to Verified Market Research report, the Middle East edtech market, valued at $5.6 billion in 2022, is expected to reach $11.2 billion by 2030, with a projected compound annual growth rate (CAGR) of 9.14%.
90+ My Tuition App currently has a presence in UAE emirates including Abu Dhabi and Sharjah, as well as Doha, Qatar. It plans to expand operations within the GCC to Bahrain, Saudi Arabia, Oman, and Kuwait by 2025 using a work-from-home model, targeting women to support local employment.
It also plans to form strategic brand partnerships to enhance market reach and offerings by including robotics and coding, civil service coaching, language coaching, and publications, in collaboration with other industry players.
90+ plans to establish 100 offline centres in India by the end of 2024, primarily in Kerala and Karnataka, with the first ten being hybrid centres that combine online and offline instruction. It also plans to introduce a hybrid live tuition model in major Indian cities by 2025-26.
The startup is also looking to raise $5 million to scale operations, improve infrastructure, and expand service offerings.
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Edited by Kanishk Singh