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A new playbook for customised learning: edutubers and the ecosystem driving a tutor-creator economy

From left, Rahul Deshwal, Mukul Rustagi, Sudhir Shivaram


Several offline institutions and tutors using platforms such as YouTube and Facebook Live to teach students are moving to their own customised online-class setup. They are online entrepreneurs, whose channels and apps are their companies. An ecosystem has evolved to cater exclusively to this ed-tech segment. The lockdowns and uncertainty around traditional learning have further helped edutubers build their base.

During a video call with Rahul Deshwal, messages keep popping up constantly on his computer screen. “My students,” says Deshwal. “Phone pe baat karein (Can we talk on phone)?” he suggests. Deshwal has millions of students, who swear by his easy-to-follow Hindi-medium lessons to prepare for job-oriented exams. On another day, Sudhir Shivaram is conducting a tutorial on wildlife photography on Facebook Live. Among the pictures that the

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