upGrad has appointed Siddharth Bijpuria as Head of Content for its D2C business, marking a pivotal step in strengthening the company’s consumer-facing learning ecosystem. With more than a decade of experience shaping India’s digital entertainment landscape across JioCinema, Voot, MTV Indies, and JioHotstar Sparks, Siddharth brings deep expertise in multi-genre storytelling, audience growth, and high-scale OTT launches.His arrival signals upGrad’s intent to build a differentiated, high-engagement learning experience that blends entertainment-grade content with outcome-focused education a format reshaping the future of online learning.
Why This Matters
India’s consumer edtech landscape is shifting rapidly:
- Learners expect OTT-style engagement and premium storytelling in education.
- Content differentiation is becoming a core growth lever as platforms battle for attention.
- Multi-language, multi-format learning is rising as education becomes more democratized.
- Edtech brands need leaders who understand both content depth and audience-scale mechanics.
By onboarding a seasoned content leader from the OTT world, upGrad is bridging the gap between entertainment and education a crucial evolution in a market that demands “learnertainment” rather than traditional coursework.
Leadership Context
Siddharth’s experience spans:
- Large-scale platform launches
- Multi-genre, youth-centric content strategies
- High-retention programming for diverse audiences
- Building content ecosystems in multiple languages
- Driving consumption and engagement at national scale
This makes him uniquely positioned to redesign how upGrad’s D2C learners consume, navigate, and commit to educational journeys.
Strategic Implications for upGrad
With Siddharth at the helm, upGrad is poised to:
- Build sticky, high-retention learning formats inspired by OTT user behavior.
- Expand multilingual content offerings to match India’s growing regional learner base.
- Strengthen its competitive edge in an increasingly saturated edtech market.
- Design content that blends storytelling, structure, and skill outcomes.
- Grow its consumer business with engaging, modular, binge-worthy formats.
The move aligns with upGrad’s long-term ambition to evolve from a course provider into a lifetime learning ecosystem with strong brand affinity.
upGrad’s hiring of Siddharth Bijpuria marks more than a leadership update it’s a signal of the future of D2C learning. By blending OTT-grade content strategy with educational depth, upGrad is gearing up to deliver high-engagement, high-value learning that feels intuitive, immersive, and modern.The platform is not just upgrading its content it’s upgrading the entire learner experience.
