The Designer's Class: Bridging Skill Gaps with Celebrity Collaboration and Expert-Curated Courses

As newcomers enter various industries, they often seek inspiration from established icons who have already left their mark. For example, an aspiring designer may look up to figures like Masaba Gupta and aspire to replicate their success. In the past, learning from these industry greats was a significant challenge, but technology has disrupted this paradigm. Social media has brought us closer to our idols than ever before, making it easier to access their insights. Additionally, upskilling is now more accessible than ever.

Recognizing the need to bridge the gap between students and industry experts, Samarth Bajaj and Aadesh Nahar, both with backgrounds in design, along with Vishal Bajaj and Preetam Saikia, founded an online learning platform called "The Designer's Class" (TDC) in 2020. Together, they invested Rs 3 crore from their personal funds and contributions from friends and family to bring TDC to life.

Today, TDC offers a wide range of classes in fashion, jewelry, interiors, photography, beauty, and makeup, allowing aspiring students to learn from accomplished professionals. The platform stands out not only for its curated courses by experienced industry experts but also for its celebrity collaborations. TDC boasts an impressive roster of 18 celebrity designers, including Gauri Khan, Masaba, Rhea Kapoor, Abu Jani, and Sandeep Khosla, who have not only designed courses but also actively participate in teaching them. These celebrities have meticulously crafted course content to ensure its relevance, comprehensiveness, and practicality. Their contributions bring valuable industry insights and make design sensibilities accessible to learners.

TDC operates using a hybrid model, with pre-recorded master's and celebrity classes and live sessions taught by faculty members. Currently, it is exclusively an online platform, but TDC is testing an offline model set to launch in the third quarter of 2023, aiming for a student-teacher ratio of approximately 22:1. Course fees range from Rs 2,999 to Rs 20,000, with varying durations, from a minimum of 30 hours to a maximum of 600 hours of learning content.

TDC currently boasts around 17,000 active users and generated approximately Rs 3.5 crore in revenue in FY22. For celebrity designers, TDC operates on a revenue-sharing model, with the maximum percentage capped at 20%, ensuring that celebrities receive a portion of net enrollments. Upon course completion, students become eligible for internship opportunities with these celebrities, provided they have completed the entire bundled program and achieved a minimum of 70% marks. Internships are not offered for single courses or mini bundles, ensuring a rigorous standard for participation. About 60% of candidates have successfully secured internships or jobs. The final evaluation process is carried out by AI with minimal human intervention, except in the case of an appeal.

When discussing competition, Bajaj identified two categories. The broader one encompasses Edtech platforms, including giants like Unacademy and BYJU'S, while TDC considers MasterClass and Udemy as its direct rivals. Although the edtech market currently faces challenges and disruptions, the overall market in India was valued at $700–800 million in 2021, projected to reach $30 billion by 2031, with a compound annual growth rate (CAGR) of 20%, as per a KPMG study. TDC, having secured $1 million (Rs 7.9 crore) in funding from angel investors in July last year, now aims to transform The Designer's Class into a primary and secondary supplemental education provider aligned with National Skill Qualification Framework standards.