Case Study: Eduport wins Kerala’s NEET-JEE third lane with BBP India’s Adapt-led positioning

Eduport becomes a top 3 NEET-JEE brand in Kerala with BBP India

The customer, Eduport, faced the challenge of entering Kerala's highly competitive NEET-JEE coaching market, which was dominated by two established players: a loud, celebrity-fronted brand and a legacy, word-of-mouth brand. With vendor BBP India, Eduport needed to find a distinct market position without the capital to out-advertise one competitor or the history to out-legacy the other.

BBP India developed a strategy to position Eduport in a "third lane" by owning the territory of adaptive, personalized learning, which was structurally unavailable to its scale-driven competitors. This was crystallized into the brand promise "Adapt." As a result, Eduport is now consistently ranked among the top three coaching centers in Kerala. The brand successfully scaled across multiple formats and saw its Brand OS™ score increase from 45 to 69, holding its position even as the competitive landscape intensified.

Eduport