Rajshree Upadhyaya | Business Remedies | Through a mentorship-first platform, Dyumna Madan and Shivom Sood started Project Clay in 2020 by bringing a change in student guidance and established their identity. It was a simple but effective idea that students often face difficulty in getting the right guidance at the right time. Instead of relying on traditional counseling methods, which can feel distant and generic, the founders decided to build a platform based on connection and real experiences. Their vision was clear from the beginning-to create a space where students can connect with people who have already walked the path they want to pursue, making decision-making more informed and less difficult. The focus was on real conversations rather than standard advice.
Its core offering of one-on-one mentorship sessions gave students the opportunity to directly interact with mentors from top colleges and diverse professional backgrounds. This approach made guidance more practical and accessible, especially for young people making complex decisions related to higher education and careers. As the platform evolved, it expanded into college admission guidance, career exploration support, profile building assistance, and early-stage startup mentorship, gradually becoming a holistic ecosystem for student growth.
The founders’ own journey played an important role in shaping the brand. At a young age, they personally understood the confusion and pressure associated with academic decisions and career planning. This personal connection with the problem helped them design a solution that strongly resonated with their target audience. In its early stages, Project Clay grew organically through student communities and digital platforms, building a network of mentors across India and internationally. This growing mentor base became a major strength, offering diverse perspectives often missing in traditional systems.
Received financial support and national visibility
When Dyumna Madan and Shivom Sood appeared on Shark Tank India, they presented their idea with clarity and strong conviction. They asked for Rs. 15 lakh in exchange for 10 percent equity, valuing the company at Rs. 1.5 crore. Even though the startup was still in its early revenue stage, it demonstrated strong potential through user engagement and its mentor network. The sharks recognized the importance of the problem, especially in a country where access to personalized guidance is still limited for many students.
The discussion during the pitch focused on scalability and how the platform would differentiate itself in a rapidly competitive edtech space. Despite these concerns, the founders successfully secured a deal with Namita Thapar, who believed in their vision and the long-term potential of the mentorship-led model. This investment became a turning point for Project Clay, providing both financial support and national visibility.
Increased interest after appearing on the show
After appearing on the show, interest in Project Clay increased significantly. More students began exploring the platform, and there was a notable rise in mentor applications. The startup used this momentum to improve its offerings and strengthen its position as a trusted guidance platform for young people. Its emphasis on peer-driven insights appealed to a generation that values authenticity and real-world experiences over traditional advice. Project Clay is still operational and continues to work on its original vision. Although it is still in the early stages of scaling, it reflects a major shift in how students seek guidance today-moving away from rigid systems towards more personalized and experience-based support. Ultimately, the journey of Project Clay is about solving a deeply personal problem at scale and creating meaningful impact by helping students make better decisions through real human connections.
