The Duolingo English Test (DET), the global pioneer in digital English proficiency testing for international students, has announced the appointment of Abhinav Kohli as Senior Marketing Manager for India. This strategic hire underscores DET’s strong commitment to scaling its operations in the Indian market, a key region in its global expansion strategy.
Abhinav brings over 18 years of strategic marketing experience, having driven brand awareness and consumer engagement for major companies like Glance, Netflix, and Star Sports. His expertise in developing impactful consumer campaigns will be key to expanding DET’s reach across India and beyond. Before joining DET, Abhinav served as Senior Marketing Manager at Glance, where he led consumer-facing campaigns on products and with partner brands to build the brand and increase awareness in India. As part of the first marketing team at Netflix in India, he played a crucial role in crafting the go-to-market strategy, focusing on Indian original content to grow the subscriber base. At Star Sports, he was instrumental in driving audience growth for marquee events like the Indian Premier League (IPL), Pro Kabaddi League (PKL) and ICC Champions Trophy.
His experience in these high-impact roles, combined with his international marketing work at SportAccord (GAISF) and the International Judo Federation, uniquely positions him to lead DET’s marketing efforts in India. Abhinav began his career as a TV journalist and holds a master’s degree in sports management from AISTS in Lausanne, Switzerland.
Commenting on Kohli’s appointment, Tara Kapur, Marketing Head for India at Duolingo English Test, said, “We are delighted to welcome Abhinav to our team. For us, India remains at the heart of our growth strategy, and we have seen Y-o-Y growth from test-takers beyond just urban centers, reaching students in smaller cities and towns, including those in Andhra Pradesh and Telangana. Abhinav’s passion for driving meaningful engagement aligns perfectly with our mission to make English proficiency testing accessible and affordable to students across the country.”
Abhinav Kohli, Senior Marketing Manager, Duolingo English Test, said “I’m thrilled to join the DET team at such an exciting time. The Duolingo English Test puts students first, making English proficiency testing more accessible through its digital-first approach. As an international student from India a decade ago, I’ve seen firsthand the challenges students face when aiming to study abroad. I am looking forward to working closely with the student community while leaning upon my personal experiences and building the DET as an ally to every student aspiring to study abroad.”
Since its launch in 2019, the Duolingo English Test has gained rapid adoption in India, particularly due to its flexibility, convenience, acceptance and affordability—offering the test at approximately INR 5000, significantly lower than traditional alternatives. Accepted by over 5000 institutions worldwide, including those in the US, UK, Canada, and Germany, the DET is a trusted measure of English proficiency. As part of its strategy to deepen its presence in India, DET has initiated various locally tailored marketing efforts. These include the recent Study Abroad Fest with DET in Hyderabad, a first-of-its-kind study abroad festival curated to address student’s pain points for the study abroad journey, and the ‘Why I Took the DET’ campaign. Additionally, the brand has launched extensive out-of-home (OOH) campaigns across Hyderabad and forged collaborations with student communities and organizations such as ‘Student Tribe’ and AIESEC.
