PhysicsWallah – A Disrupter in the Indian EdTech Industry

PhysicsWallah – A Disrupter in the Indian EdTech Industry
Case Code: LDEN214
Case Length: 12 Pages
Period: 2014-2022
Pub Date: 2024
Teaching Note: Available
Price: Rs.400
Organization : Physics Wallah
Industry :Education
Countries : India
Themes: Disruption, Starting New Ventures, EdTech
PhysicsWallah – A Disrupter in the Indian EdTech Industry
Abstract Case Intro 1 Case Intro 2 Excerpts


Physics Wallah, an EdTech company, was launched in 2014 by Alakh Pandey (Pandey). He started the company as a YouTube channel to teach students of the tenth class following the ICSE syllabus. The channel became highly successful and its success over the years prompted him to start an app to teach students not just for competitive exams, but for all the classes covering school education to college education. Physics Wallah was a new entrant with no funds. Pandey relied on his teaching skills to attract students, rather than spending on marketing initiatives. He also charged way less than what the other technologically advanced EdTech companies were charging. His low pricing and quality teaching forced some of the EdTech players to reduce their pricing as well, though they could not reach its pricing level.

In the aftermath of the COVID-19 pandemic, the EdTech bubble burst in India and most the edtech players faced losses and had to resort to heavy layoffs. Physics Wallah was, however, the only startup which remained profitable. Even though the time was termed as a ‘funding winter’ for most of the startups, Physics Wallah bagged a funding of ₹100 million and became India’s 101st Unicorn.

Physics Wallah achieved success by creating value for its customers but it would be interesting to see if it can continue to deliver value along with its massive growth plans.


The case is structured to achieve the following teaching objectives:

  • To analyze the dynamics of the Indian Edtech Industry
  • To understand disruptive innovation
  • To learn about competitive advantage
  • To explore competitive strategies
  • To understand organic and inorganic growth strategies



India; EdTech; disruption; startup; tech startup; disruptive innovation; competitive advantage; growth strategies; organic growth; inorganic growth

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