Once valued at $22 billion, the Indian edtech company Byju's has fallen to below $2 billion today. When Byju Raveendran, the founder of the company, began with ambitious plans to disrupt the Indian edtech industry, a question annoyingly follows: what went awry that led to the initiation of insolvency proceedings? We will comprehend this in today's blog. Massive Expenditure on Advertising The company's aggressive expansion plan and financial ignorance were highlighted. It ventured into foreign countries without studying demand and competition. This was costly and a failure. The company threw money at the wall on useless advertisements. Byju did not conduct cost-benefit analyses for major sponsorships and celebrity endorsements. Instead, they looked for sponsorships and deals. This was significant because poor financial decisions reduced revenue and increased debt. They were spending too much, which left them with less cash and higher costs to run the business. Looking at t...