R. Chandra: Varun, you’ve had quite an interesting journey, from your time at Nestle to founding Kraftshala. Could you share a bit about how it all began?
Varun Satia: Sure. Kraftshala is my second venture. My first one didn’t quite take off. To give you some background, I followed a fairly conventional path—engineering, then an MBA, and then a job at Nestle, where I worked for about four years, primarily on the KitKat brand.
Interestingly, the entrepreneurial seed was planted back in college at BITS, where I was part of a startup, although I wasn’t the founder. After four years at Nestle, I decided to venture into the education sector. My first startup aimed at competitive exams, but I soon realized that it wasn’t a space I was passionate about. It wasn’t something that resonated with my own journey, so I decided to move on from that project.
R. Chandra: What motivated you to start Kraftshala, and how did it evolve from a project to what it is today?
Varun Satia: After my first venture, I wanted to work on something closer to my heart. As an entrepreneur, you have to recognize that most startups don’t survive beyond five years, so it’s crucial to work on something that can keep you going even when times get tough. I wanted to create something that, even if it failed, would add value to the ecosystem. That’s how Kraftshala started—as a series of projects rather than a business.
Kraftshala was born out of a simple insight: people learn best by doing, especially under the guidance of experienced practitioners. Looking back at my MBA at FMS, the most impactful professors were those with decades of practical experience in top companies. Their classes were not just a little better—they were leagues ahead. So, I started conducting training sessions and workshops for business school students, which quickly gained popularity.
Eventually, I teamed up with Eshu, another FMS graduate, and we transformed these sessions into our first online program. Initially, our goal was to create a learning platform for business school students and working professionals. We partnered with companies like Nestle to provide real-world projects that helped students secure better placements.
R. Chandra: It sounds like Kraftshala has evolved significantly over the years. How did you adapt your approach as the company grew?
Varun Satia: By 2020, we realized that while our courses were successful, they had limitations. As we expanded to more schools, we noticed that our programs weren’t the right fit for institutions with mediocre placement records. The reality is that for households without stable income, securing a good job is paramount—it’s like oxygen. So, we needed to ensure our programs were directly linked to job outcomes.
In November 2020, we launched the Marketing Launchpad, a full-time program where students study from 10 a.m. to 8 p.m. We took ownership of their admissions, training, and placements. Fast forward to 2024, and Marketing Launchpad has become the largest job provider in digital marketing at the entry level in India. While other institutions may enroll more students, no one places as many as we do.
R. Chandra: Kraftshala operates in the higher education ecosystem, aiming to build a platform for marketing and sales education. How do you see the role of education evolving in the digital age?
Varun Satia: The primary goal of any higher education institution should be to deliver outcomes for its students. The first job is often definitive in shaping one’s career growth. If you don’t land in a role with growth potential, your career struggles to take off.
COVID-19 has changed the game by demonstrating that online programs can deliver the same outcomes as offline ones. Before COVID, most people didn’t believe online education could achieve this, but now it’s a reality.
R. Chandra: So, when you started operations in 2017, were you focusing solely on online education, or was there an offline component as well?
Varun Satia: We’ve always been online. Between 2017 and 2020, we focused on programs for B-school students and working professionals. These were training programs, but they weren’t outcome-oriented. If you’re studying at an IIM, you’ll likely land a job without Kraftshala’s help. What we offered was an edge to secure a better job.
In November 2020, we pivoted to our current model with the Marketing Launchpad, which is highly focused on delivering job outcomes. Since then, we’ve phased out other programs to concentrate on this approach. So, to be clear, Kraftshala has always been about online education.
R. Chandra: How do your courses differ from those offered by traditional MBA programs or other digital marketing institutes?
Varun Satia: Our courses are laser-focused on delivering job outcomes. We include only what recruiters need and exclude everything else. For instance, in an IIM program, you might study macroeconomics, which may or may not be useful. However, macroeconomics isn’t something a digital marketing specialist at the entry-level will be evaluated on, so we don’t include it in our curriculum.
Instead, we focus on what recruiters care about today. For example, programmatic advertising is now a significant part of digital marketing for large brands, and it’s a key area we cover because it’s what our students need to succeed in the job market.
Kraftshala’s big advantage is our 94% placement record over the past three years. We don’t just help students find jobs; we facilitate the entire process, from bringing in companies to supporting students through the hiring process.
R. Chandra: How did Kraftshala come into existence, and what gap were you trying to fill in the education market?
Varun Satia: Kraftshala was born out of a recognition that traditional education often leaves students underprepared for their first job. While universities equip students with theoretical knowledge, they don’t always ensure that graduates are ready to hit the ground running. Companies want recruits who can deliver from day one, and that’s where Kraftshala steps in. We bridge that gap by providing functional training in digital marketing, ensuring students not only understand the concepts but can apply them practically. Additionally, we focus on developing essential human skills like effective communication, which are crucial for professional success.
R. Chandra: How do you keep Kraftshala’s curriculum relevant in the rapidly evolving field of digital marketing?
Varun Satia: One of the ways we stay ahead is by owning the placement process. We have an automated placement system that collects feedback from recruiters on every student they interview. This feedback is immediately integrated into our academic setup, allowing us to make quick improvements to our programs. Moreover, our curriculum is continuously updated based on the latest industry practices, and all our courses are designed and delivered by seasoned practitioners who bring real-world insights into the classroom.
R. Chandra: Speaking of placements, how did Kraftshala secure its first corporate clients, and how has that network grown?
Varun Satia: Securing our first corporate clients was nerve-wracking. Our first batch had only 20 students, and we had lined up 40 companies to ensure everyone had multiple opportunities. To our surprise, the first company hired 13 students! This overwhelming response showed us that there was a significant demand for the kind of training we were providing. Today, we have over 400 recruiting partners, and our strong placement record, with a 94% success rate, speaks for itself.
R. Chandra: What is the financial commitment for students who want to join Kraftshala, and what kind of outcomes can they expect?
Varun Satia: Our full-time program is priced at ₹1,20,000 for a 16-week intensive course. Students learn from 10 AM to 8 PM, and by the end of it, they are not just job-ready—they are industry-ready. Given our strong focus on placements, we even offer a money-back guarantee if a student doesn’t secure a job paying at least ₹4.5 lakhs per annum. This guarantee reflects our confidence in the effectiveness of our program.
R. Chandra: How does Kraftshala leverage technology and innovation to enhance student learning and engagement?
Varun Satia: We’ve introduced several innovations to ensure our students are not just learning but excelling. For instance, we use data-driven interventions during the placement process. Our system tracks where students typically exit the placement funnel—whether it’s at the resume screening stage, the assignment stage, or elsewhere—and we provide targeted support to help them overcome these hurdles. Additionally, we’re piloting AI-driven interview training bots that simulate realistic interview scenarios. While they don’t replace human trainers, they offer a cost-effective way for students to practice and improve their skills.
R. Chandra: What challenges did you face in gaining recognition for Kraftshala, and how did you overcome them?
Varun Satia: Initially, our credibility came from training students from top B-schools. This gave us a foothold, but what drove our growth was our placement success. We made a bold claim on our website that if a student doesn’t secure a job paying at least ₹4.5 lakhs per annum, they can get a refund. This kind of confidence in our product attracted students and helped build our reputation. Over time, referrals from satisfied students and alumni have become a significant part of our enrollment strategy.
R. Chandra: Lastly, what does the future hold for Kraftshala?
Varun Satia: We are continuously evolving, our core mission is to drive up employability across different audiences. In the coming years, we’ll be expanding beyond the domains we currently operate in, but we’ll also deepen our presence in digital marketing and sales. The goal is to provide offerings that not only accelerate the careers of recent graduates but also help professionals who are already in the workforce achieve faster career growth and promotions. Over the next 3-5 years, we’re focused on becoming the largest employment provider in India.
