Turian Labs partnered with the German Accelerator on their Next Step (Asia) India program focusing on enabling the startups to gain a deeper understanding of Indian market dynamics to craft an entry strategy. Next Step Asia program is a market discovery program providing an in-depth perspective of the region's business and innovation ecosystem. It's an initiative of German Accelerator, which is run by German Entrepreneurship GmbH and is supported by the German Federal Ministry for Economic Affairs and Energy (BMWi).

A global tech major had developed an app to help children in rural India, read better. The challenge was to understand the factors that play in onboarding and retention of the users (children and at time parents). This study needed a in-situ ethnographic study where our research team stayed in a village for over a month to study the parent-child-app-learning interactions.

A multi-directional strategy that scoped market competition and decoded potential user segments. Redefined positioning through ‘localization’ of marketing strategies that aligned the core product offering with inherent learning practices across India.

A holistic view of the learning ecosystem and its varied stakeholders, typical social and cultural dynamics, product-specific opportunities, guiding principles for design and success criteria for augmenting the reading experience of children by leveraging mobile technologies.