Indian startups splash cash on sports, celebrity endorsements

Byju's, others splurge on ads to grab customers after record fundraising

Byju's, the world's most valuable online education startup, last month became an official sponsor of the 2022 FIFA World Cup to be held in Qatar in November. (Source photos by Yuki Kohara and AFP/Jiji)

SAYAN CHAKRABORTY, Nikkei staff writer

April 5, 2022 18:18 JST

BENGALURU -- From sponsoring global sporting events to signing up celebrities for endorsements, Indian startups are spending at a scorching pace to grab eyeballs as the race to corner market share heats up after a year of record fundraising.