ABOUT THE COMPANY

EXTRAMARKS EDUCATION PRIVATE INDIA LIMITED

Introduction

Extramarks is promoted by Mr. Atul Kulshrestha to provide 360º new age

education solutions to school students. In a short period from its launch in 2009,
the company's products have gained extreme popularity and are used by
prestigious institutions and students all across India. The company establishes
Technology Enabled Classrooms in schools which use especially developed digital
content while imparting education in the class rooms.

The Pedagogy followed at Extramarks aims to provide an engaging, child-centric,

teaching-learning environment focused on over all development of the child. The
company also establishes virtual labs and assessment centers. School Study
Programme initiated by Extramarks has more than one million learners using the
company's product actively. Today, the company has presence in about 250 cities
across India and employs 600 persons permanently, with another about 2000
persons being employed on contractual obligations.

The After School Study Programme of Extramarks is used by about 7,00,000 lakh
students. These services are offered through internet, which enable students to
study anywhere-any time. Extramarks has also created a community of Students,
Teachers and Parents which has become very popular with the internet users in a
short period.

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M/s. Reliance Strategic Investments Ltd., a wholly owned subsidiary of M/s.
Reliance Industries Ltd., has made a strategic investment of Rs. 1,250 millions
and owns 38.5% of Equity of the Company.

Keeping pace with today’s globalization and technological changes in education -

Extramarks Education Private Limited, in association with the largest-listed
company, Reliance Industries, provides 360º new age digital education solutions,
thereby, empowering Indian youth to step in with the latest technology and have
anytime, anywhere access to quality study support. Also, in the long run, being a
Computer Aided Learning (CAL) Company, Extramarks desires to reach out to the
students in the remotest corner of the country. It endeavours to add new
dimension in the learning process by making it more user-friendly, effective and
affordable. And with its unique contribution, Extramarks was awarded with the
Special JURY Award for Best ICT enabled content for K-12 segment in eIndia
awards 2011.

Presence

With the Registered Office in Delhi and Corporate Office in Noida, Extramarks has
a total of 8 offices in India with a total employee strength (including that of
employed on contractual obligations) of 4800 persons. The company's products
are used in 250 cities all across India. Presence all across India.

Running 6000+ Extramarks Smart Learn Classrooms in over 8000 schools

including leading institutions like Mayo Ajmer, Sophia, Father Agnel, Airforce
School. 350+ team of dedicated academicians - with vast experience in school
management & teaching processes. All learning tools created in-house. Over 7.5
lakhs students studying through Extramarks site. Government Projects like KVs,
JNVs, state government implementing ICT program in over 2500 schools.

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Vision and Values

Vision

To provide 360º education support in schools and after school, to make the

teaching learning process engaging and interesting.

Mission

Extramarks aims to provide new age Digital Education Solutions that…

 Bring the best of global technology to provide an engaging, child-centric

teaching-learning environment in the classroom and at home.

 Empower the teaching fraternity with the latest education pedagogy.

 Provide the best learning and teaching tools so that the schools are at par

with the latest developments in education.

 Ensure overall development of the child and bring the World into the

classroom- always connected, always updated!

Values

Extramarks believes that the educational aspirations are simplicity in learning and

continuous child engagement. The values that drive us underscore our

commitment are ‘SPICE’.

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  Simplicity: Ensuring simple learning methods.

 Pedagogy: Unique layered pedagogy to cater to multiple intelligences of the

students in the class rooms.

 Innovation: To provide global technological child centric solutions, both at

home and at school.

 Continuous: Connectivity with the child.

 Engage Me: To continuously engage the child to ensure learning.

METHODOLOGY OF STUDY

1 The Primary Objective

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 1) To carry out an organizational study at Extramarks Education India Pvt Ltd

2. The Secondary Objective

1To understand process flow management depth in the organization

3. To prepare a SWOT Analysis

4. To put forward suggestion based on SWOT Analysis that will ensure the organization
will benefit from the study
2. Source of Study

Primary data is data, which is collected for pre determined purpose. These data obtained
through observations and in depth discussions. Secondary data is collected from reports,
brochures and the internet.
3 Scope of Study
The scope of the study is to understand the organization and enable the company to evaluate
the different segments of Products.

Product Profile

Extramarks provide 360º new digital education solutions that empower the students and the
teachers. Hierarchical presentation & easy to understand format of the curriculum enhances
basic understanding and conceptual. It finally directs the student towards HOTS (High Order
Thinking Skills) that in turn results in scoring ‘extra marks’.

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Extramarks (EM) equips a school with special digital teaching aids devised by education
experts for K to XII. EM study modules are if immense benefits to the teachers and students as
these flow in an easy receptive manner. Extramarks lesson plans and study modules are
mapped as per the class, subject and chapter (based on school curriculum) along with strong
infrastructure support.

SMARTING LEARNING SOLUATIONS

Extramarts smart Learning Solutions use curriculum-aligned multimedia content that

is developed by subject matter experts having years of experience in teaching and
pedagogy. These include interactive multimedia tools such as mindmaps , animatins,
virtual labs etc, and are based upon three pronged approach of Learn, {Practice anf
Test for comprehensive learning.

Learn enables through explanation of concepts through animations, mindmaps

vieodos multimedia presentations.

Practice leads to concepts reinforcement through various interactive tools and

activities.

Test enables to complete evaluations of learnt concepts through single and multiple
chapter tests.

The teachers have complete freedom to impart educations in the classroom in the
manner desired by them; they can use or add their own teaching resource by using
Plan My Curriculum which forms an integral part of Extramarks offerings.

These smart Learning Solutions are also used by students are also used by students at
home through personalized devices or internet access, thus maintaining the
continuity of learning from school tp home. If learners desire, they can create a virtual
network after the school hours, where teachers and learners collaborate.

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Extramarks Smart Class

Extramarks transforms traditional classrooms into engaging, learner-centric environment by

integrating state of the art technology infrastructure and professionally developed
multimedia learning modules. The digital components in Extramarrks Smart Class comprise
interactive display system which includes projectors, speakers etc

The Interactive digital system, coupled with specially designed Extramarks Smart Learning
Solutions provides innovation features to facilitate the teaching learning process. The digital
hardware enables learners anf teachers to truly engage using the Smart Learning Solutions of
Extramarks at the touch of their fingertips, while the multimedia content ensures
comprehensive learning for the children.

Extramarks O3 (One- On- One) Learning Programme

The O3 Learning seamlessly integrates Extramarks Smart Class with personalized devices of
the learners. Every teacher and learners is equipped with a personal device uniquely
programmed to simulate real-life education environment in the classroom. The learner
devices synchronize with teacher’s device and interactive board in real time, creating a
collaborative learning environment. This enables personalized attention to each learner, thus
achieving equity in education. The teachers are relieved of the routine tasks of taking
attendance, creating assessments etc., which can now be accomplished by a click, enabling
them to devote more time to interact and teach in the classroom.

Smart Study Pack App/Ta blet/Stick

Extramarks strives to maintain the continuity of learning from school to home by offering
Smart Study Pack, App, Tablets and Stick, which provide learners with access to quality
learning resources after the school hours. Smart Study Pack enables the learners to access
multimedia modules online through Extramarks website, and offline through personal
devices with Smart Study Tablet/Stick. These learning modules can also be accessed via
mobile phones through the Smart Study App.

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Assessment Centre

Assessments are pivotal to effective learning for they help measure the extent of conceptual
clarity among learners and helps identify areas of improvements. Assessment Centre is
scientifically- designed technology platform that facilitates and automates assessment
activities in a school. It can be accessed through browser or devices.

School Management System

School Management System is a powerful, user-friendly ERP platform for managing men,
money and materials of an educational institution. Its helps in automation and
standardization of processes in a school, ranging from new admissions to other critical
functions such as class management, student management, library management, staff
management, payroll and accounts fees, parents communications time table generation.
Unique features of this product are we can monitor school activities and report to
stakeholders in real time.

Career Assessment Programme

Career Assessment Programme is a comprehensive and unique tool that is designed to make
learners future-ready. The programme entails a psychometric Test followed by intensive
counseling sessions. Psychometric test is a standard and scientific method used to measure
ability, skills and personality traits of any individual. These tests are widely accepted and used
across the globe by numerous institutions and universities to predict traits of individuals
describing his/her abilities, interests and skills.

The test results give enough guidance to students and parents to choose the right career
taking into account their aspirations, family values and individual abilities. They can be
satisfied about the decision taken by their ward bsed upon the results of these tests. The
combined result of the tests help the students to inlock the true potential of their unique
capabilities through Online/Offline/Tele counseling. it also helps them to achieve a structured
approach in making clear career decisions.

SAT Prep and Overseas Study Support

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The process of selecting an overseas education programme and suitable career destination
can be a dauting task for high school and university graduates. Extramarks assists learns
aspiring to study overseas in the following ways

SAT Prep

This service offers online platform to prepare for SAT, consistent with the latest exam pattern.

Overseas Study Support

This programme aims to handhold every learner through the process of taking admission in
overseas universities, starting from profile building to final admissions.

Extramarks Toddlers

Extramarks has taen the initiative to catxh them young at a stage when toddlers just begin to
explore the world. Extramarks Toddlers app focuses on buldig generic intelligence and other
skills. It offers gamified platform for children in the age group of up to 4 years. Extramarks
Toddlers is built upon the concepts of Tap. Learn. Play to facilitate easy usage. It comes with
interactive applications and games to strengthen logic, linguistic Comptence, art and
creativity. With stories, rhymes,shapes colors and morw, it keeps the young learns engaged
with game based learning. The strict parental control features on the tap, help one monitor
usage and activity at any given time.

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 Chairman

CEO

Academy Accounts Dept HR

Commercial

Deputy Manager
General Manager
Deputy
1 Manager
2 Deputy Manager

Regionial Manager
Deputy Manager
Regionial Manager Assist Manager
Assist Manager Assist Manager

Zonal Manager
Zonal Manager
Executve Executve

State Head

Zonal
DeputyManager
Manager Training Executve Academy
Executve

Assist Manager

SRO
SRO

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 Vice President

Marketng

Implementaton
Executve
Operaton & Maintenance
Organizaton Chart

Dept

Service Support
Top Management Team

Experienced professionals of respective fields have joined hands to provide

exceptional quality services in the field of school education.

Atul Kulshrestha, Chairman.

He is a finance professional with over 25 years of experience in Service Industry.

He conceptualized “Extramarks” and looks after Business Development and

Strategy. He is a serial entrepreneur and also promoted an International BPO

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Company. He also launched two prominent internet portals i.e. Bharnet.com and

Salahakar India.com.

Rohit Jain, CEO.

Rohit Jain has rich experience in implementing projects and handling service and

manpower driven organizations. He has successfully implemented the concept

and ideology behind Extramarks. He has created the team Extramarks and

constantly monitors the quality, innovation and new technologies.

Poonam Jamwal, CMO.

Alumnus of University of Bradford, UK, TSM and Amity University, having over 21

years of experience in education and media marketing. She is Masters in

Education and Business Management. Chevening Scholar with a successful stint

as Director Communications at Amity University and Times Internet Limited, she is

best known for The Times of India NIE's success story.

Sangeeta Gulati, COO.

A Chartered Accountant with over 17 years of experience, out of which 12 years in

education industry. Prior to joining the company, she was “Group CFO” in

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Educomp Solutions Limited. Has rich & varied experience in finance (primary &

secondary), accounts, legal, taxation, secretarial etc.

She was awarded the “Best Woman CFO” BY ICAI (The Institute of Chartered

Accounts of India) in 2011. She was also awarded one amongst 14 chosen India’s

best CFO under the category of “Sustained Wealth Management” in 2011,

conferred by Honorable Finance Minister, organized by Business Today.

Meenakshi Gupta, CAO.

Meenakshi has over 24 years of experience in the field of teaching and education.

She is a post graduate and M.Ed with work experience of at all levels including

that of Principal and Director. She was associated with G.D. Goenka Schools as

Director (Academics).

She has conceptualized various innovative learning-teaching methods and has

introduced many rewarding ideas for students.

Swagata Roy, CFO.

A Chartered Accountant with over 13 years of work experience in audit, finance

and taxation domain and having experience in Debt raising / private equity

financing etc.

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 SWOT ANALYSIS

STRENGTHS:-

 Pan India presence.

 350+ team of dedicated academicians - with vast experience in school

management & teaching processes.

 All learning tools created in-house.

 Large pool of technically skilled manpower with in depth knowledge and

understanding of the market.

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  Government Projects like KVs, JNVs, state government implementing ICT

program in over 2500 schools.

 Company has both in-school & after school study support programs to help

Students to gain in depth knowledge.

 Company has dedicated Account Managers to provide prompt after-sales

service.

WEAKNESS:-

 Company has huge Operational Cost.

 Not have integrated hardware solution for school.

 Less dependency on channel partners.

 Company not has its content in regional languages.

 Lesser number of animations in K-12 segment.

OPPORTUNITIES:-

 Growing opportunities in India and overseas market-

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 With a student base of around 232 million in schools and 15.5 million

in colleges the Company has ample opportunities to grow in the

domestic market. Also the Indian government spends around USD

30 billion annually in the sector. Other countries like Malaysia,

Singapore, People s Republic of China and United States of

America have also been increasing impetus on the educational

sector providing the Company with opportunities for thriving in the

respective markets.

 Government initiatives-

Government of India has allocated INR 310.36 Bn to Department of

School Education and Literacy and INR 110 Bn to Department of Higher

Education. Moreover, the states were granted an amount of INR 36.75

Bn for elementary education. This may increase demand of Company s

products resulting into increase in top line and bottom line of the Company.

THREATS:-

 Stiff Competition-

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 The Company faces stiff competition from existing entities and new

entrants in the industry. The Company obtains majority of its revenue from

the Indian markets which is dominated by the public sector with around

92.5% participation with regards to schools and by the private sector with

around 74% participation with regards to colleges. This leaves out ample

market to capture especially in case of schools for the private sector. Also,

many foreign institutions are setting up in the country in collaboration with

Indian institutions thereby increasing competition for the Company.

 Restrictions made by Govt. agencies.

 CBSE Tutoring are now available whose price are less or more beneficiary

for the students.

TOP TEN E-LEARNING FIRMS IN INDIA:

S.No. Company
1 Educom

2 Next Education

3 Extramarks

4 Tata class Edge

5 HCL

6 Edurite

7 Class Teacher

8 Mexus

9 NIIT

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 10 Everron

JOB PROFILE

 Approaching schools.

 Making the proposition to the management/concerned department.

 Arranging the demo.

 Handling all the documentation work until completion (signing up the

contracts).

 Maintaining and reporting the school.

 Pre and Post visit reporting to the lined manager.

 Assigned School’s data collation.

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  Maintain strong After Sale Relations with the customers.

 School's profiling (All pertinent information about the school).

 Generating Leads.

 Giving Demo/conducting Workshops.

 Giving Demo/conducting Workshops.

 Strategizing various In-School/After-School activities for revenue

generation.

Work Process

Pitching to the Client: First Stage

 Client profiling - Identify the decision maker in first two or three meetings.

 Keep in constant touch and recall with the client.

 Be at top of the mind of client.

 Stay in touch through creative means – ask for articles, principal

interviews, workshops and much more.

Pitching to the Client: Second Stage

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  Give the school the vision by pitch LARGE number of classes (with or

without pockets to implement).

 Create aspiration.

 Pitch with the server model with maximum no of access points.

 Sell laterally rather than vertically (in terms of capturing the classes).

 Discuss price only after demo – (for most of the accounts, not where you

can close without a demo).

Third Stage

 Ensure Post dated cheques

 Every page of the contract to be signed and stamped

 Make two copies of contract

Servicing Cues

1. The buck stops at you for “EVERYTHING”, be it implementation, content,

marketing, services – so have ownership – Be the jack of all trades along

with being the master of all!

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2. Don’t be tentative / hold back - if you have doubts, unresolved issues, scale

up – ESCALATE as per hierarchy but JUDICIOUSLY.

Performance Management System:

The process of Human Resource Development (HRD) in Extramarks

helps the employee’s to acquire and develop technical, managerial and behavioral

knowledge, skills & abilities and the values , beliefs & attitudes necessary to

perform present and future roles. The process of Performance Appraisal helps the

employees and management to know the level of employees Performance

compared to the standard or predetermined level.

Performance Appraisal is important in Extramarks to understand and

improve the employee’s performance through HRD. In fact, Performance Appraisal

is the basis of Extramarks. It was viewed that Performance Appraisal was useful

decide employee’s promotion or transfer, salary determination. But the recent

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developments in HRD indicate that Performance Appraisal is the basis for

employee development. Performance Appraisal indicates the level of desired

performance level and actual performance and the gape between these two. This

gap should be bridged through training, counseling and motivation etc.

In Extramarks, the process of HRD helps the employee’s to acquire

and development technical, managerial and behavioral knowledge, skill, and

abilities, belief and attitudes necessary exists to achieve goals; the degree of

success obtained by the individual employee in achieving individuals goals directly

determines to the Extramarks effectiveness. The assessment of the degree of

success of an individual employee is an important part of HRM that leads to the

Performance Appraisal

The Performance Appraisal system undergone in Extramarks helps

the employees of the Organization to improve their abilities so as to meet both the

personal and organizational present and future requirements. Whether the

organization is reaching its standards by Performance Appraisal resulting in

increase in quality and productivity of the employees observed.

The overriding purpose of Performance Appraisal is to help

Extramarks employees to improve and thus to improve organizational

effectiveness. Performance Appraisal therefore institutional needs as well as staff

member needs, abilities, motivation and expectancies.

The performance appraisal is done in Extramarks by calculating over

all business given by employees. Various contests were organized by the sales

manager and certificates were issued.

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 IT USE IN ORGANIZATION

As extramarks itself an I.T company who makes educational software for schools,

Provides lots of I.T support to its employees and customer.

For its Sales department extramarks gives SMS (Sales Management System)

which helps sales person to do daily reporting of his daily work, he can also fill his

conveyance details in this for reimbursement purpose & he can also do the Price

calculation of Smart learn classes.

For Consumers Extramarks provide Online tutoring program for after school

support.

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TRANSACTION PROCESSING

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PERFORMANCE TRACKING

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 CONCLUSIONS AND RECOMMENDATIONS

Observation:

 Company has not wide range of product portfolio in its basket in

comparison to its competitors.

 There is lack of technical support staff.

 The Company reach is diverse, but in some areas the reach is good while

in some other areas it is not up to the mark.

 Also Company should work towards improvement of its after sale service.

Main complain of schools towards EXTRAMARKS is service problem.

 There is a lack of animations in the content part.

 Customers were complaining about the communication support.

 Most of the customers have documentation problems.

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Recommendation:

 Company can have separate Technical Support team to serve customers

for after sales services activity.

 Though databases are there they are not used properly. The sales person

should have to understand customer relationship management concept &

not just sell but maintain good long-term sustainable relations with Schools

because in future if they become loyal to us then they will differentiate us

from the competition & they have to visit each Schools at least twice a

week.

 Company should also increase the product portfolio in its basket to attract

customer, so sales executives can cross sell company’s product to existing

client.
 Complaint handling should be better & effective.
 Extramarks should concentrate on customers’ needs and start doing mass

customization of its product.

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 LEARNING EXPERIENCE

PERSONAL EXPERIENCE:

My personal work experience altogether was good because I develop myself

professionally and learn a lot of things about life. It makes me more alive

practically and changes my perspective to see life. It helps me to sync my

professional life with personal. It groomed me a lot. The hectic work schedule

helps me to manage my time effectively. My job KRA’s helps me to nourish certain

skills, which are as follows:-

 SPEAKING skills.

 CO-OPERATING skills.

 ADAPTABILITY.

 SELF RELIANCE.

 LISTENING skills.

 PLANNING and ORGANISING skills.

 INITIATIVE.

 PERSUADING skills.

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Professional Experience:

My professional experience helps me groomed professionally. It helps me to

develop inter-personal skills and it also teaches me how to deal with colleagues,

subordinates and boss. From my work I learn how to complete tasks in more

perfectionist way. From this, I also learn key account management. From my work

I develop certain professional skills which are:-

 Key Account Management.

 New Business Development.

 Negotiation Skills.

 ANALYSING skills.

 Critical thinking.

 Able to work as part of a team.

 NETWORKING.

 DECISION-MAKING skills.

 COMMERCIAL AWARENESS.

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 Bibliography

The Content has been collected from the following sites and webpage:

 www.extramarks.com

 www.wikipedia.com

 www.google.com

 www.managementparadise.com

 www.knowyourcity.com

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