Storyboard18 | Unacademy plans to launch four “experience centres” 

Unacademy's upcoming experience centres will add another touchpoint in the user experience, and allow the startup to showcase its products and services.

A brand born and bred in the digital world, Unacademy is taking fresh steps offline by launching experience centres and building an offline retail footprint. The Indian edtech major released outdoor ads about its upcoming ‘Unacademy Store’ in Delhi. The ad reads: “Unacademy Store Opening Soon Near You”.

According to sources familiar with the company’s plans, Unacademy plans to open four experience centres in the initial phase, with the first one in Delhi followed by Kota, Jaipur and Lucknow.

Building on a hybrid retail model, the experience centres will allow the company to showcase its brand, products and services, adding another touchpoint in the user’s experience. These stores will act as an access point for potential subscribers and existing learners in Unacademy’s ecosystem of brands. Services will include expert guidance and curriculum and career counseling, among other features.

The second-largest Indian edtech company bills itself as the “Netflix of education” but it has bigger ambitions.

The founders want to build the single-largest consumer internet company out of India. The SoftBank-backed startup has made several strategic acquisitions in the past two years as it eyes new categories like upskilling, jobs and creator-led courses.

As part of Storyboard18’s special series—Build To Last— hosted by Raja Rajamannar, global chief marketing and communications officer and president - health care business, Mastercard, Unacademy’s co-founder Roman Saini had said, “We changed the model two years ago in February 2019 to make it a subscription model, which is the Netflix of education. To become like The Everything Store so to speak, where every single thing related to education gets covered, and ultimately to create the single-largest consumer internet company out of India. An iconic company, a global brand which people can look up to and not just copy-paste model from Silicon Valley.”

Unacademy also recently launched a brand film featuring ambassador M.S. Dhoni. Founder Gaurav Munjal called it, "Our most ambitious and iconic film till date.” The metaphorical film features Dhoni running ahead of a speeding train, breaking through barriers to reach his goal.