Kiddopia was founded by husband-wife duo Anshu and Anupam Dhanuka in 2012. With 100% original content curated by professional experts, it helps preschoolers aged two to seven develop in areas of creativity, role-playing, and ABCs. It has been designed keeping in mind the age of its young users, which is why it contains zero ads and in-app purchases, making it a frustration-free app that’s both intuitive and conducive to solo play. Since its inception, the app has emerged as a popular choice for parents. Anshu Dhanuka – Co-Founder and Chief Product Officer, Kiddopia share more insights on the same.
- What was the thought behind launching Kiddopia? What was the gap in the market that you were trying to address? Also, tell us about your unique selling proposition.
As new parents in 2010, we were overwhelmed with the digital age’s dos and don’ts of raising a child. We wanted to give our child the best possible environment to learn, grow, and express herself. When the iPad launched, we saw it as a great learning medium. At the same time, we were aware of the fact that other platforms in the space either did not offer ad-free experiences, were not very engaging, or simply offered casual games. We set out to fill this gap: the lack of a kid-friendly platform that encouraged learning through curiosity.
The early learning app space comprises players who offer either one of the following: education or entertainment. Kiddopia offers a rare blend of both. Our content is 100% original, research-backed, and curated by experts. Kiddopia boasts stunning visuals and exciting gameplay that covers everything from mathematics, spelling, and language skills to creativity, self-expression, and social skills. Moreover, it contains zero ads and in-app purchases, making it a hassle-free, intuitive platform that encourages solo play.
- What has been your reach, and which are your top growing markets here in India?
Ever since its launch, Kiddopia has been immensely popular worldwide. It now boasts over 15 million downloads, 400,000+ active subscribers, 2.5 million active users, and a 4.4 rating on the App Store. It ranks #2 on the App Store across 7 countries and commands industry-leading customer retention rates. Now a de facto brand for early learning, Kiddopia is trusted by parents, caregivers, and educators across the world and in India. While the US is our primary market, we also have a substantial customer base in India. Our top-performing regions are Bengaluru, Hyderabad, Chennai, New Delhi, Mumbai, and Pune.
- Tell us about your international presence and your growth aspirations overseas. Why do you think you have an opportunity to win?
Kiddopia made its debut in the US market, where it was an immediate success. We soon entered other leading English-speaking markets, namely the UK, Australia, and Canada, where we flourished. Just last year, we launched Kiddopia in German and simplified Chinese, and over the past few weeks, we extended the roster to include Spanish and Japanese. Our goal at Kiddopia has always been to make quality play-based learning more accessible; keeping this in mind, our experts have created content with clear universal appeal. This is one of the many reasons why we resonate with kids and parents across global markets. We aim to continue venturing into new markets and reaching many more little ones worldwide.
- Kiddopia caters to a very niche segment with its focus on 2-7-year-olds. What challenges does a brand face from a marketing standpoint and how do you plan to address these?
Our marketing team is constantly tasked with re-calibrating in order to take on new challenges. Every new strategy is an experiment in surviving an ever-changing environment, and a one-size-fits-all approach is never the answer. We thrive by constantly staying vigilant, adapting to the market, and evolving.
- During COVID, did you especially see an upswing in demand from parents who were looking to engage their children?
The initial months of the pandemic brought Kiddopia unprecedented growth. We witnessed an upswing every time a new lockdown was announced, which was in line with our expectations from the market. Parents were looking for ways to keep their children occupied in constructive ways, and Kiddopia was there for them. They had found a way for their children to learn solo: fueled by their own curiosity and delighted by the confidence the app gave them. Kiddopia was a guilt-free answer to a burning question, and parents stayed for the value it brought to their children’s lives. We recorded some of our strongest numbers during the past two years and continue to benefit even in the post-pandemic learning landscape. The way learning happens has changed, and we are determined to keep evolving to stay abreast with the times.
- How has edutech as an industry evolved post-COVID with the growing popularity of digital mediums?
We were responding to circumstances we had never witnessed before, and there is a long way to go before we can fully mine the potential of digital learning. Edutech is gaining more acceptance by the day; now is the time to capitalize on this changing perception and learn what more can be done in the space.
- With gamification gaining popularity in every industry, what are your thoughts on its future in education?
Gamification has surfaced as an impactful modern learning tool that ensures improved engagement. In addition to honing children’s motor skills, games also promote neurogenesis and neuroplasticity through fun-filled learning experiences. Gamification introduces children to essential emotional experiences as they learn. It boosts memory and teaches the art of strategizing, simultaneously enhancing the overall mood of a child. Games have the potential to teach life skills and fuel creativity and self-expression through role-playing and storytelling. Children are encouraged to unleash their imaginations, identify creative solutions, become more receptive to new experiences, and are positively reinforced at every turn. As more adults realize and accept the power of gamified learning, it will evolve from being a mere buzzword to being a term used ubiquitously in academic spheres.