Quantified India Test Preparation Market Through Deep Primary Research
10 Feb 2026
Estimated total addressable market across six test prep categories using deep primary research, segment benchmarking, and ARPU analysis.
Client: Education service provider
Offering: Market and expansion intelligence
Context
A leading test prep player wanted to understand:
Overall market size and opportunity across offline test prep, foundation courses, and digital coaching in India
Growth drivers for enrolments and coaching penetration across segments
Headroom for growth, share of branded players, and city and tier-wise distribution of students
Market size of adjacent segments including after-school tuition, other test prep, and NEET/JEE coaching in the Middle East
Historical and projected ARPU growth of national players
Approach
Primary research: Conducted in-depth interviews with 16 coaching institute experts, 14 coaching center heads, and 175 students, parents, and faculty members across cities
Market sizing: Built step-by-step sizing methodologies for each segment, comparing NEET-UG and JEE coaching penetration to identify structural differences
Fee benchmarking: Analysed historical fee growth for the client and benchmarked against peers to assess ARPU trends
International benchmarking: Compared the Indian market against other geographies and assessed key players in adjacent segments
Praxis Delivered
Delivered a rigorous, multi-segment market intelligence study estimating total addressable market across six categories- offline test prep, foundation courses, digital coaching, after-school tuition, other test prep, and Middle East NEET/JEE coaching. Identified key growth drivers per segment, quantified the tier-wise shift from unbranded to branded players by student volume, and provided ARPU growth projections, equipping the client with a comprehensive market view to prioritize investment and expansion decisions.