How Kraftshala is addressing the long-standing issue of employability in India

Kraftshala is one of the largest marketing jobs providing edtech platforms in India that offers industry-driven courses with placement support, dedicated towards students and working professionals. Recently, Kraftshala collaborated with Adarsh Menon, the Global President of Zoomcar, for an insightful session on how to build a successful career in business and sales, with a focus on two important roles in the industry as that of Category Manager in E-commerce and Area Sales Manager/Executive in FMCG. Earlier, it had partnered with Nestle for a session on a career in sales.

In conversation with Adgully, Varun Satia, Founder & CEO, Kraftshala, delves into the vision of Kraftshala for the edu-tech and education industry in India, its marketing/ media mix strategy, the marketing ad campaigns launched by it this year, the trends, challenges, opportunities in the edu-tech sector in India currently. He also sheds light on how Kraftshala is addressing the employment and skill gap in the market, strategies Kraftshala employs for making students industry-ready, for customer retention, challenges facing job seekers and young entrepreneurs in India currently, what differentiates Kraftshala from its competitors, and more.

What is the vision of Kraftshala for edu-tech and education in India?

Kraftshala is committed to making students more employable. Established in 2016, it has become India’s largest ed-tech platform for marketing jobs. Kraftshala is addressing the long-standing issue of employability by emphasizing practical learning over theoretical knowledge. This approach is rooted in the belief that effective learning comes from hands-on experience guided by real practitioners. We run bootcamp-style programs in marketing and sales, where students learn by doing and doing under the guidance of experienced practitioners. This ensures graduates are ready to deliver on their jobs from Day 1.

Kraftshala’s programs deliver a placement rate of 94% which is 3-5X better than the next best in the industry. We have been publishing all our placement reports for the last 3 years as we believe students need better accountability from the institutions and should start demanding higher transparency for more informed decision-making. By focusing a lot on learning outcomes, we have also been producing job-ready graduates, which has helped us earn the trust of top recruiters to the extent that some of them have now started planning their hiring calendars with us. The goal is to continue setting a high benchmark on placements such that it drives the entire educational ecosystem to meet the genuine demands of young professionals.

What is the marketing/ media mix strategy of Kraftshala and the marketing/ ad campaigns launched by it this year?

Higher education is a purchase that happens only 1-2 times in a user’s life. It is also the first time that most of them are independently choosing what they want to do with their lives and thus, stakes are also higher. User journeys are thus, non-linear, and need more hand-holding and a lot of trust-building.

To cater to this, our media mix is focused on consideration and conversions, where we rely primarily on videos as we have found users more likely to engage and convert with a video versus any other format. For awareness, we focus on mediums that build trust, which is through influencers, sessions, and social.

Our past alumni form a substantial part of our media strategy. In this category, consumers want to know the results that the programs were able to deliver for past students. So, focused efforts on driving up word of mouth are a big part of our plans.

Since we are present on digital, we are producing a lot of creative content every other month focused on the central idea of Kraftshala providing education that gets you hired. Our USP is our placement rate, which is 3-5X better than the next best institute and we are the only ones publishing placement reports since our very first batch back in 2021. Our focus in each creative is to simply build the same idea and be consistent with our messaging.

What are the trends, challenges, and opportunities in the edu-tech sector in India currently?

Current trends in India’s edu-tech sector include the need for personalized learning, AI-driven education tools, increased accessibility through online platforms, and vernacular learning for the masses. The biggest challenge, however, remains around employability. The number of colleges and universities has more than doubled in the last 10 years, but employability has remained stuck, which is increasing discontent. Specific to edtech, the added challenge is to restore faith in edtech as an industry. This challenge presents the biggest and the most meaningful opportunity as the one that can drive maximum placement rates will be the one that eventually wins the trust of young India and their parents! This happens by greater industry-academic collaboration for enhanced job readiness by making sure students are learning up-to-date concepts, and tools and working on problems that they have to solve in their jobs.

How is Kraftshala addressing the skill and employment gap in the market?

Kraftshala has been focused on bridging the gap between degree attainment and employability to ensure students are industry-ready. The primary job of any educational institution is to provide placements and improve the career prospects of its students. Our intensive, specialized programs, guided by industry practitioners, focus on practical skill development through real-world projects. This ensures graduates are not just knowledgeable but job-ready. Kraftshala's transparency and accountability, evident in published placement reports, set us apart in the industry.

By consistently producing job-ready graduates, we have earned the trust of top recruiters, fostering strong partnerships with prestigious companies. This practice not only enhances our credibility, but also pressures competitors to take notice. Our focus on placements prompts students to demand similar results from other institutions. We hope that our emphasis on practical skills and real-world application drives the entire educational ecosystem to meet the genuine demands of young India.

What are your thoughts on the higher education system in India for better serving students and for catering industry needs? What reforms need to be made?

The higher education system in India needs significant reforms to better serve students and industry needs. First, education should be made more practical and industry-oriented. Institutions should integrate real-world projects and internships within their curriculum, ensuring students are job-ready from day one. Second, there should be a focus on continuous learning, and adapting to new technologies and industry trends, which can be achieved by involving industry experts in curriculum design and teaching. Lastly, transparency in placement outcomes should be mandated, with institutions regularly publishing detailed placement reports to help students make informed choices.

What strategies does Kraftshala employ to make students industry-ready and for customer retention?

At Kraftshala, we are addressing the skill and employment gap by ensuring our programs are training students for each specific job that they will get. Our programs are meticulously crafted with inputs from top industry experts, ensuring alignment with industry needs in 3 ways. Firstly, our academic teams, boasting extensive industry experience, design the programs, leveraging firsthand knowledge of the landscape. Secondly, we integrate coaching from external experts actively working in sales and marketing roles, providing practical insights and ensuring relevant and updated insights. Lastly, our recruiting partners, who consistently hire our graduates, offer invaluable feedback on hiring criteria and job requirements. This collaborative approach enables us to swiftly adapt our programs to evolving industry trends, equipping our graduates with the sought-after skills and knowledge. Thus, industry alignment isn't just beneficial—educational programs must remain viable and impactful. Without this alignment, educational offerings risk obsolescence, leaving students ill-prepared for their careers.

For us, retention means two things - how many students are completing the program and getting placed and how many of those students are referring more students to join Kraftshala which sets our flywheel in motion. What helps us in ensuring high placements is our selective admissions process which ensures enrolment of students with high potential for success. Students come in knowing that our programs are rigorous and thus we have very high completion and placement rates, attesting to the effectiveness of our curriculum and support systems.

Our NPS, thus remains high, and thereby we get a high number of referrals. With a clear focus on tangible career outcomes, we underscore our commitment to practical, career-oriented education, ensuring every student is equipped for success in the workforce. We also publish all our placement reports online. These reports detail the companies that are recruiting our graduates and the salaries they offer. By making this information publicly available, we ensure that all stakeholders, including students, parents, and recruiters, can see the real results of our programs.

What differentiates Kraftshala from its competitors? How has been the growth of Kraftshala in the past few years and its impact on the education system?

Kraftshala distinguishes itself from its competitors through several key facets. Firstly, it boasts the industry’s highest placement record, surpassing larger institutions, and diligently publishes transparent placement reports for all batches, underscoring its dedication to student success. Moreover, Kraftshala implements a selective admission process, prioritizing the employability of its students by turning away applicants deemed unfit for comprehensive training. This approach ensures that only individuals who can be effectively prepared for placement are admitted. Furthermore, the program emphasizes real-world skill development, focusing on both functional and behavioral competencies essential for job performance.

By maintaining robust relationships with recruiters and adhering to stringent placement criteria, Kraftshala has garnered the trust and loyalty of top companies, who often plan their hiring calendars around Kraftshala graduates. Finally, Kraftshala students benefit from premium employment opportunities, securing positions in esteemed organizations like GroupM, Publicis, Nykaa, and Dentsu, with lucrative salary packages reaching up to Rs 17.5 lakh per annum.

Since our inception in 2016, we at Kraftshala have undergone significant evolution. Initially, we focused on training students from top B-schools like IIMs, but we expanded to include beyond the top 50 MBA colleges. However, we recognized that inadequate placement opportunities in these colleges are limiting our ability to add value. To rectify this, we shifted to full-time Marketing Launchpad programs with a clear placement focus in 2020. This accountability-driven approach ensures students secure good jobs or pay reduced fees. With over 1,700 students placed, we have placement rates of 94%.

We collaborate with major companies like Unilever, P&G, and Nestle. Notable investors, including Phanindra Sama (Founder and former CEO at Redbus), Doreswamy Nandkishore (Ex-Head of Asia, Oceania, Africa for Nestlé SA), and Amit Kumar Agarwal (Co-founder and CEO at Nobroker.com), support our growth and impact.

How was the year 2023 for Kraftshala? What are the growth projections and expansion plans for 2024-2025? What is its roadmap for the next three years?

Kraftshala transitioned to an upfront fee model from a pay-after-placement model late last year and since then we have doubled our batch sizes with improved placement rates.

In this coming year, our focus is on scaling Marketing Launchpad - Emerging Talent Program. This is a first-of-its-kind Digital Marketing Course that uses both Hindi and English as the medium of instruction. This program expands job opportunities previously limited to English-proficient individuals, particularly benefiting those in Tier-2 and Tier-3 cities. The course is covered by Kraftshala’s unique placement accountability feature, where if the placement that a student gets after training is < 3L, they don’t pay most of the fee. The pilot batch yielded positive results - 20% of the placed students secured full-time positions with salaries ranging from Rs 4.5 lakh to Rs 5 lakh annually.

About 30% of students secured internships with prestigious brands and are expected to transition into full-time roles with salaries averaging Rs 4.5 lakh within 3-4 months. The remaining 50% have secured roles with salaries ranging from Rs 3 lakh to Rs 4 lakh annually. Companies such as Qtonz, ESeo Solution, Digi Route, and Social Tribe, among others, have hired these students busting the misconception that English fluency is essential for success in digital marketing.

Our next focus is on expanding the PG program in Sales and Business Leadership. The program helps students land top-tier placement in FMCG and B2B SaaS sales roles. The program’s practical, hands-on approach, developed in collaboration with leading recruiters like Nestle and Turbohire, immerses students in real-world sales environments. Unlike traditional classroom-based programs, participants actively drive sales for major companies, honing practical skills in solving real-time sales and business challenges. This innovative structure and strong industry partnerships result in graduates being highly regarded by employers, distinguishing them from conventionally trained peers. Results of the first batch again have been very encouraging with the highest CTC at Rs 17.2 lakh and average CTC of Rs 11.2 lakh.

Through these programs and other domains that we launch in the future, we want to become the largest employability-driving skilling institution in the world.

What are the challenges facing job seekers, and aspiring youth entrepreneurs right now according to you, and how can they be addressed effectively?

Job seekers in India face many challenges, including fierce competition, lack of relevant skills, limited job opportunities, and sometimes biases based on various factors like age, gender, or regional background. Aspiring youth entrepreneurs encounter difficulties like insufficient funding, regulatory hurdles, market saturation, and a lack of mentorship.

To address these challenges effectively, there is a need for a multi-faceted approach is required. Government initiatives should focus on enhancing education and skill development programs to align with industry demands. Encouraging entrepreneurship through funding schemes, simplifying regulations, and providing mentorship networks can stimulate innovation and job creation. Private sector participation is crucial too. Companies can offer more apprenticeships, internships, and skill-based training programs to bridge the gap between education and employment.

What is your mantra for maintaining a long-term career without the fear of burnout and for fulfilling one’s potential?

Burnout happens due to a lack of freedom. This could be due to a lack of financial freedom or if you are blocked in a career you don’t enjoy.

Financial freedom comes by being in the top 10% of the talent pool in any domain. The industry works in a way that if you are average, you make less than average money. You also have to balance it with what the market is willing to pay you. So, if you are in the top 10% in a field like tech, digital marketing, or sales, you can earn a lot more.

What is important to remember here is that becoming the top 10% in any domain takes years of effort and projects in that domain. You will not get there in the first year. Putting in those years will be easy if you enjoy the work.

So, the best way to operate to fulfill your potential is to pursue a career that overlaps things that you like doing and where the market is willing to pay for and then persist in that career.