2018 Finalist


The Hindu Group

Chennai, India

Category Innovations and Profit Centers

Media associated with this campaign

Overview of this campaign

Over 15 million Indians enter the workforce every year and the job market becomes more competitive each year. Lack of English language communication skills is a leading cause of unemployment and underemployment. We at STEP aim  to solve this most challenging social and economic problems of our times – upskilling youth in India – specifically by training them to communicate better in English. We hope to leave a lasting impact on all the lives that we touch with this effort and make a major contribution towards improving employability and the skills of Indian youth.

Results for this campaign

We have been able to demonstrate sustained engagement and real, measurable learning online at a 2-5x rates compared to typical online programmes. In 15 months, we've signed-up 300k users and converted 10% of those to paying customers. Bolstered by The Hindu Groups marketing reach and the brand's relevance as an English language learning resource, we're on track to reach 500k users this year - faster than any other property of the group. We expect to be contributing profits to the group in the next few months.


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