Navneet Education Limited (NEL) is an educational content provider in India. With a legacy of over 60 years, NEL offers educational products, including textbooks, e-learning solutions, and stationery, catering to the needs of students and teachers across various educational boards and grades.
Since its inception in 2016, Youva has been at the forefront of providing innovative stationery solutions that encourage creative thinking and self-expression among children. Under the banner of “Think. Create.”
Youva offers paper-based stationery, including notebooks, drawing books, journals, craft papers, and canvas boards. The brand also features a diverse selection of non-paper items such as pencils, crayons, color pencils, paint brushes, geometry boxes, poster colors, glue, and scissors for kids, reflecting its commitment to nurturing young talents.
Medianews4u.com caught up with Devish Gala, Director- Branding, Marketing and Sales, Navneet Education Limited and with Abhijit Sanyal, Chief Strategy Officer, Navneet Education Limited- Stationery Division to find out about the company’s marketing priorities and the impact of the correction in the edtech category on marketing.
Q. With the correction in edtech, have marketing activities in the education sector reduced significantly?
Gala: The correction in edtech has indeed shifted the focus of marketing strategies, but it hasn’t necessarily reduced activities. In fact, it has refocused them. At Navneet, we are constantly adapting to the changing dynamics of education. While the hype around pure-play edtech has subsided, the integration of technology into education is here to stay. Our marketing activities are now more about blending traditional education tools with tech-enhanced learning, and finding ways to communicate this hybrid approach effectively to both parents and educators.
Q. From a marketing perspective, what are the priorities for Navneet Education?
Gala: Our primary focus is on engaging with the core stakeholders—teachers, students, and parents—through meaningful campaigns that inspire and add value. At Navneet, we prioritise fostering creativity and learning. We also emphasize sustainability, innovation, and providing high-quality educational resources. With changing times, digital integration remains a priority as well, ensuring our offerings resonate with a tech-savvy generation while staying rooted in educational fundamentals.
Q. How did the idea for the ‘Gyan ke Ganesha’ campaign come about? Did the message of sustainability come through effectively?
Gala: The ‘Gyan ke Ganesha’ campaign was born out of a desire to connect the celebration of Ganesh Chaturthi with the act of giving back to the community, particularly in the field of education. The idea of using old books to create a Ganesha idol symbolised knowledge (Gyan) and sustainability. By involving students in the donation process and raising awareness about reusing resources, we wanted to emphasise that education and sustainability go hand-in-hand. The response has been very positive, and we believe the message of sustainability resonated deeply with our audience.
Q. Is ‘Tr. for Teacher’ meant to be an annual tribute to the teaching profession?
Gala: Yes, ‘Tr. for Teacher’ is designed to be an ongoing tribute to educators. Teachers are the backbone of the education system, yet they often go unrecognised. Through this campaign, we aim to honor them every year, highlighting their pivotal role in shaping future generations. We want to give teachers the recognition they deserve, not just on Teacher’s Day but throughout the year, creating a lasting impact.
Q. What other marketing innovations and activities are in the pipeline as we head into the festive season?
Gala: Over the next few months, we will be rolling out an exciting promotional campaign for our 21 MLQ sets, alongside the launch of Navneet Study Perks, a loyalty programme designed specifically for students. This program offers a range of attractive rewards, including items such as Tabs, Scholarships and Youva Vouchers making it highly appealing for students to engage with and benefit from. Our aim is to create strong engagement with students, encouraging participation and loyalty by offering tangible rewards that resonate with their needs.
In addition to this, we will also focus on promoting our CBSE product range across all our marketing channels. Through strategic communication and targeted campaigns, we plan to highlight the key benefits and unique selling points of our CBSE offerings, ensuring we reach a wide audience and drive product awareness. These efforts will help solidify Navneet’s position as a trusted provider of educational resources for students across various boards.
Q. Navneet Education has been present for six decades. How has the company grown its offerings to cater to different spaces and needs?
Gala: Over the past 60 years, Navneet has continuously evolved to meet the changing needs of the education sector. Initially known for our supplementary books and stationery, we’ve expanded into digital learning and teaching solutions, e-learning content, and hybrid learning tools to cater to the modern student.
Our product portfolio now spans across all types of learning material through K-12 such as supplementary books, CBSE books, digital platforms, stationery, and even teacher training programmes. This diversification allows us to address a broader range of educational needs while staying true to our commitment to quality education.
Q. There was a time during COVID when online learning boomed. Then it went bust when you look at what happened with Byju’s, Whitehat Jr. Does online learning still have an important role?
Gala: Online learning absolutely still has an important role, but it is more about finding the right balance. During COVID, there was an over-reliance on digital platforms, which has since been corrected. The future of education lies in hybrid models, combining the best of both worlds—physical classrooms with digital tools. Online learning offers flexibility and personalized experiences, while traditional education provides structure and social interaction. The key is integrating the two seamlessly to offer a holistic learning experience.
Q. What role is AI playing for Navneet Education?
Gala: AI is becoming an integral part of our strategy at Navneet. It helps us personalise learning and teaching experiences, improve student assessments, and offer tailored content based on individual learning and teaching styles. AI-driven tools can analyse student performance and provide insights that help teachers adjust their methods. We’re also exploring how AI can assist in content creation, making it more interactive and adaptive to student needs. The goal is to enhance the learning experience and make education more accessible to everyone.
Q. To succeed, does an education company need to have a product that is 10 times better than the alternative?
Gala: Success in education is not necessarily about being 10 times better, but about being more relevant and impactful. An education company needs to offer solutions that genuinely address the needs of students, teachers, and parents. Whether through innovative technology, superior content, or meaningful engagement, the key is to stay adaptable and provide value in ways that improve the overall learning experience. If a product can deliver that value consistently, it will naturally stand out from the competition.
Q. From a marketing perspective, what are the top priorities for Youva and HQ?
Sanyal: Our key priorities, like any brand in our category, are focused on three core areas:
1. Increasing brand awareness: It’s crucial for both Youva and HQ to remain top-of-mind for our target consumers. We are constantly working to enhance visibility and reinforce our brand’s positioning as a leader in creativity, education, and lifestyle stationery.
2. Creating strong consumer engagement: Engaging our target audience through relevant, meaningful touchpoints is essential. For Youva, this means connecting with young students and their parents through content that resonates—whether it’s educational tools, creative activities, or inspiring workshops. For HQ, the focus is on young professionals who seek innovative and high-quality stationery that complements their active lifestyles.
3. Driving purchase intent: Ultimately, our goal is to translate awareness and engagement into action. By offering products that are both innovative and aligned with consumer needs, we aim to increase the desire to buy, encouraging consumers to choose Youva and HQ as their go-to stationery brands.
Q. What other marketing innovations and activities are in the pipeline as we head into the festive season?
Sanyal: As we approach the festive season, we are excited to roll out several initiatives:
1. Product Innovation: We are constantly introducing new products that offer greater value and enhance the user experience. Whether it’s introducing limited-edition designs, eco-friendly materials, or functionally superior products, we want to keep delighting our customers with fresh offerings that stand out.
2. Brand Visibility: Our brands will have a stronger presence at key events and exhibitions this season. We are investing in unique activations and collaborations that showcase Youva and HQ in ways that engage and excite consumers. You will see us at festivals, art workshops, and high-profile events where our products will be prominently featured, further solidifying our brand presence.
Q. Navneet Education has been present for six decades. How has the company grown its offerings to cater to different spaces and needs?
Sanyal: Navneet Education has a rich legacy that spans over 60 years, and throughout this journey, we’ve consistently evolved to stay relevant to the changing educational landscape. While Navneet initially built its reputation as a publisher of educational books, we’ve expanded our footprint to cater to diverse consumer needs.
Brands like Youva and HQ are prime examples of how Navneet has kept pace with changing trends and consumer demands. Youva, for instance, taps into the creativity of young minds by offering innovative and high-quality stationery products designed for school students. It has become synonymous with fostering creativity through art workshops and student engagement activities. On the other hand, HQ addresses the needs of young professionals by providing stylish, functional, and premium stationery that resonates with their fast-paced lifestyles. Both brands reflect Navneet’s commitment to quality and innovation, ensuring we remain relevant across generations.
Q. How does Youva use social media to get its message across?
Sanyal: Social media plays an integral role in amplifying Youva’s message and connecting with our audience. We maintain a continuous presence across platforms like Instagram, Facebook, and YouTube, where we share a mix of product updates, creative content, and engaging activities. Initiatives like Youva Art Teachers’ Videos and Youva Originals are great examples of how we use social media to inspire creativity among students. These posts not only highlight our product range but also provide valuable tips and techniques to help students explore their artistic side.
Similarly, for HQ, our social media strategy focuses on young professionals, showcasing product features and relevant lifestyle content. We tailor our messaging to highlight the premium quality and modern aesthetics of HQ products, ensuring that our audience relates to the brand’s ethos of professionalism and creativity.
Q. To grow sales, how important are the tie-ups with Amazon and Flipkart, both of which started their journey by selling books?
Sanyal: E-commerce is now a significant growth driver for us. The shift toward online shopping, which accelerated during the pandemic, has become a permanent change in consumer behavior. Platforms like Amazon and Flipkart are vital in our distribution strategy because they offer unparalleled reach and convenience. For both Youva and HQ, being available on these platforms allows us to meet consumers where they are—whether they’re parents buying school supplies for their children or young professionals seeking premium stationery.
Our presence on these platforms also helps us tap into a larger, tech-savvy audience, ensuring that our products are accessible to everyone, regardless of their location. E-commerce will continue to be a key pillar in our strategy moving forward, allowing us to scale our operations and drive growth in a highly competitive marketplace.
