Hello, I am
DhairyaMehta
Built growth where no
playbook existed.
Five years. Zero templates. Systems built from scratch.
I've spent 5+ years figuring out why students from families earning ₹15,000/month pay ₹2/day for a subscription — and building the systems that make them stay.
At Testbook, I own the P&L of India's largest exam-prep subscription. More than doubled revenue in 3 years — not through bigger budgets, but through understanding the friction points, trust signals, and payment behaviours of tier 2 and 3 India users that most growth playbooks ignore.
I came from Electronics Engineering, not marketing. That wiring gives me one edge: I build the tool when the tool doesn't exist.
Work Experience
Testbook
5 yrs · Jun 2021 – Present
Director of Growth and Marketing
A.Testbook Pass
P&L ownership of ₹100Cr+ revenue across 3.5M paid subscribers — India's largest exam-prep subscription. More than doubled revenue in 3 years: ₹49Cr → ₹100Cr+. Highest single-year growth: 48% YoY. Renewal rate: 50%.
Key drivers:
- AOV architecture and pricing innovation
- Influencer scaling and brand expansion
- Referral programme redesign
- Product innovations across the Pass ecosystem
Devised and executed FOMO-driven sales campaigns and large-scale pre-buzz marketing initiatives across channels — resulting in 1.62 lakh transactions in a single day, with 1 lakh transactions in the first hour alone (12 AM – 1 AM). ~3.7% of annual platform transactions generated in 60 minutes.
B.Books Business
Built the books business from zero to ₹7Cr ARR across marketplaces, D2C, and the app ecosystem.
C.Brand, Marketing and Growth
Lead 15 people and ₹5Cr+/month budgets across:
- Performance Marketing
- Influencer Marketing
- Brand Marketing
- CRM/MarTech
- Print and Newspaper
- OOH
- Sports Advertising
- AI-led product experimentation
Brand highlights:
- Video advertising across JioHotstar and Sony LIV during India vs Pakistan matches (2024–25)
- Jio Hotstar — Jeeto Dhan Dhana Dhan sponsorship, India vs New Zealand (2026): coupon distribution, banner placements, co-branded video ads — 1Cr+ eyeballs/match
- Coupon campaigns
- JioSaavn audio campaigns
- Regional TV: OTV Odisha (Rath Yatra associate sponsor)
- National OOH: 100 hoardings across 50 cities
- Front-page newspapers across the Hindi belt
Worked with Dhruv Rathee, Nitish Rajput, The Desh Bhakt, and top creators across exam, news, and general interest verticals.
D.AI Products and Internal Systems
Building AI-powered products and internal systems without engineering dependency.
AI Smart Analysis Mentor Live · 10,000 users
Personalised test analysis — weak areas, score paths, 7/30-day prep roadmaps.
AI Current Affairs Video Generator Live
Complete video (script + narration + visuals) in ~5 min.
Additional: AI-personalised comms, automated reporting, growth automation pipelines.
Associate Director
A.Growth Engine
Rebuilt from scratch. Owned Performance Marketing, Product Marketing, and the full Subscription P&L.
B.Referral Scaling
Scaled referral revenue from ₹16L/month to ₹70L/month while reducing payout costs by 45%.
Growth GTMs:
- Milestone-based incentives at 2, 5, and 10 referrals
- Spot incentives and reminder nudges
- In-app contact syncing
- Spot incentives during sale periods
- Retargeting of lapsed referrers
Community: Built a verified referral community of ~7,000 power users for sale communication and incentive drops.
Content: Launched “Dhande Ki Baat” — a content series showcasing top referrer earnings and success stories.
Referrals per referrer improved from 1.5 to 2.2 through milestone incentives, contact sync flows, reminder nudges, creator-led storytelling, referral communities, and operational optimisation.
C.Acquisition Funnel — UPSC Conversions
Built and scaled the acquisition funnel for high-intent UPSC conversions:
| Metric | Value |
|---|---|
| CPL (Meta/Google) | ₹40 |
| CPL (Quora) | ₹27 |
| Form fill rate | 10% |
| Paid conversion | 7% |
| Ticket size | ₹30,000 |
| ROAS | 5x |
| MRR at peak | ₹3Cr |
1L–1.25L top-funnel leads/month across Meta, Google, Quora, and native forms. Lookalike campaigns from financial assistance converters. Scholarship retargeting across 5–6 months of prior leads.
D.Technical Depth and Automation
Built automation systems for growth and marketing out of personal interest and operational necessity:
- SQL and MongoDB for marketing analytics
- Google Apps Script for workflow automation
- WebEngage catalogs and API integrations
- Middleware layers and reporting infrastructure
Digital Marketing Manager
A.Influencer Marketing
Built from zero. Scaled to ₹1.4Cr/month, 2.6x ROI. Built to a network of 1,000+ influencers generating 1,500+ videos/month at peak.
B.E-Commerce
Built Testbook's first e-commerce business from zero.
GTM execution:
- Viral influencer collaborations
- Giveaway campaigns to seed organic demand
- Book reviews and unboxing videos
- Multiple videos achieving 3–6L views
- Influencer-led GTM scaling across marketplaces
Result: SmartBook — Amazon #2 in Banking. 50,000 copies. 2,500 cities. 11 months.
C.SuperCoaching UPSC
Separate digital learning product. Full GTM ownership. Scaled from zero to ₹1Cr revenue within 5 months at ₹30,000 ticket size.
Execution: performance marketing, WebEngage nurture journeys, faculty positioning, and telecaller handoff pipeline.
Earlier Experience
Certifications & Recognition
Growth Systems & Campaigns
Seven GTMs and campaigns. Tactical execution, channels, and experiments — each one a system built to acquire, convert, or retain.
Featured in
Side Projects & AI Experiments
Working tools. Shipped without engineering teams.
What I Write About
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Entrepreneurial Sprint · 2020–2021
The Lockdown Story
ViewBuilt a global storytelling platform during lockdown. Personal stories from 16 countries. Organic community. Zero budget. Six months.