Byju's Slashes Course Fees, Hikes Sales Incentives By 50-100% Amid Strategy Shift

Byju's owner Edtech firm Think and Learn has reportedly slashed course subscription fees by 30-40 percent as the company is strategic changes under Founder and CEO Byju Raveendran. The crisis-ridden Indian Edtech firm has also hiked sales incentives by 50-100 percent, news agency PTI reported quoting sources.

Byju's Founder Byju Raveendran, who has started handling the company's daily operations after CEO Arjun Mohan resigned from the post, in a meeting with 1,500 sales associates and managers, has announced a change in sales strategy inclined towards scalability and flexibility.

"The annual subscription for the Byju's Learning App is now available at a yearly early price of Rs 12,000 (inclusive of taxes), while Byju's classes and Byju's Tuition Centres (BTC) are priced at Rs 24,000 and Rs 36,000, respectively, for a complete year of classes," sources privy to the development said.

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This is almost a 30-40 percent reduction in rates, they said. Byju Raveendran has also promised to settle all dues of the sales team with higher incentives.

"The average sales salary is Rs 40,000 per month. So, close a couple of sales, and you can get not just your salary but also clear your arrears. You can earn many multiples of your CTC through this model," Byju said.

He announced that Byju's sales associates will receive 100 percent incentives for the closed sales directly into their accounts the next working day, while managers will receive 20 percent of the same from the company.

"The average sales salary is Rs 40,000 per month. So, close a couple of sales, and you can get not just your salary but also clear your arrears. You can earn many multiples of your CTC through this model," Byju said. He said the company has transitioned from a push-based to a pull-based sales model, which is driven by a love for learning rather than the fear of missing out.

Byju has instructed managers to act as coaches, focused on supporting and enabling the sales team rather than enforcing strict call quotas.

"Associates will have the flexibility to work on their terms, with no tracking of the number of hours spent on calls," a company source said.

Byju has asked employees to report any ill-treatment, forced sales or rude behavior of managers directly to him. A query sent to Byju seeking comment on the development did not elicit any reply.

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