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Scope of Education in Rural India

Index  Change & Evolution in Education Scenario in Rural India in last 5 years  TG Aspirations , Perception & Growth  Education Market - Scope of Evolution  Industrial Scenario Example  Digitized Way of Teaching  Challenges  Agency Role in meeting the Challenges

Change & Evolution in the Education Scenario in Rural India in last 5 years

Lets look at few figures to understand the growing Rural Education Trend

In 2011-12, about 80k rural youngsters were being professionally trained across sectors by Govt. of India

About 25% of Colleges offering degree courses are operational in 5 - 10kms radius of the villages

As much as 10 different institute brands , offering vocational courses, operate in a semi urban town

There are more than 52 million active Internet users in rural India

Out of 1,20,591 total schools that have computers, 74% are located in rural areas.

About 22% of the children in the age group of 6 – 14 years are enrolled in private schools

How the Education Perception is changing….

Earlier, the learning was limited to developing knowledge basis family occupation

Parents aspire & invest for their child to become skilled professionals & not just a worker or a farmer

Family traditions were taken forward for pursuing a career

Youth gives due importance to learning new skills for obtaining a job or enhancing business

How the Occupation Perception is changing….

Earlier there was complacency with the resources that were available to a person and; his limited working knowledge

A Farmer or Clay Potter continued to produce the same kind of products with the same techniques taught to them by their forefathers

A Clay Potter from the western state of Gujarat, invented low-cost refrigeration called “Mitti Cool”, made out of terracotta, costing about Rs.2000 only

A Farmer invented a motorcycle-driven ploughing machine for fields in a drought-hit region where most farmers could barely afford tractors or bullocks

TG Aspirations, Perception & Growth

How the TG sees themselves‌.

Independent & Working in offices

Learning new technologies

Lets further understand the TG

TG in the study is classified as :


The Students

The target students are in the age group of 18 to 25 years & belong to Agri families

The students begin to seek vocational courses during graduation or while pursuing senior secondary school

About 5% of students pursuing vocational courses are working professionals; also seeking skill enhancement courses at centers

These students have information about educational centers around towns but are unaware about availability of courses & opportunities

70% of the students are Male students who come from approx. 20 to 60 kms distance

30 % of the students , mainly Females , are from town areas who travel a maximum distance of 20kms

The Parents

Parents usually farmers, have a landholding of 3 to 5 acres

Majority of the parents are illiterate but aspirational for their childrens’ education

They are ready to invest in education for their children, though they have no basic understanding of the courses being offered by the Institutes

Stability of the institute is the criteria for them to choose the institute

They are hesitant of the institute duping them

The Influencers

An individual who has studied and obtained a job in an office

He could be a distant relative or a friend of Students’ parents

He is the only door for knowledge for the students

Is not much aware about the institutes’ offerings but is looked upon by the students/parents for opinion

He also visits the institutes before the admissions and strongly influence the final decision of parents about choice of course & Institute

TG Segmentation

The trend shows that the priority for students enrolling in an Institute is: ďƒźJob - 95 % ďƒźCareer Enhancement - 5 %

Students Aspirations & Perception towards Educational Institutes

His Aspirations •

Students aspire to get a stable job, irrespective of its salary package

He feels he would make his parents proud by earning a living on his own

His Perception towards Institutes •

He is content with the way of teaching and is confident of a placement

Increased his knowledge and is excited to complete his course

Does not prefer the Govt. Institutes as there is no placement assistance

Working Population (pursuing education) Aspirations & Perception towards Educational Institutes

He wants to add value to his status by enhancing his skills through Vocational courses

He relies upon the institutes’ capability to get him a promotion or salary raise

He wants to change his profile from administration job to a more refined Accounts job

It would help him improve his package & profile

Job Preferences

Why these Jobs ? •

The students see people around them doing such jobs and get influenced

Awareness levels of other technical jobs are low

Ready to move in cities for jobs

Package is average but requires formal training

Education Market Scope of Evolution

How the Education Market is evolving‌. More & More Educational Institutes are coming in existence in Rural & Semi-urban towns

Education Market Understanding The educational market in the Rural & Semi Urban regions can be classified as: •the Branded Educational Institutes •the Local Educational Centers

Scope of Educational Institutes in Rural & Semi-Urban Towns Scope of Educational Institutes is assessed on the basis of number of seats that are occupied in a semester

500 Seats Occupancy 300 Seats Occupancy 120 Seats Occupancy

Lets see an example for Industry Scenario ‌..

Rajasthan Scope of Education Institutes

Courses offered are English Accounts & Networking

Non Technical & Technical Courses are also offered


~500 seats

~300 seats

~120 seats

High Potential

Medium Potential

Low Potential

Current Focus – Deeper Penetration based on potential

Ajmer as a high potential market targets to reach out to Villages around 40-50 kms

Alwar as a medium potential market targets to reach out to Villages deep down 60-70 kms

Institutes Scan - Alwar 

Branded Institutes  Indiacan is one of the institutes in Rajasthan which has the maximum number of its owned centres  Institutes like Jetking, SCL , NIFA , ICA etc have franchisees, but no company owned centers  Most popular courses at these Institutes are English Speaking , Hardware Networking & Financial Accountancy courses  English Speaking courses usually have duration of 3 months – 6 months  IT courses & Financial courses have a duration from 6 months – 2years  Job Placement Guarantee is given to the students

Local Centers  Local Institutes like Rajiv Gandhi Computer Institute, Gurukul, Alfa Academy are some local institutes present  Local Institutes offer single Application courses like Tally, MS-Excel, Call Center Training, Basic English Language Training etc which are short duration i.e. from 7 days – 3 months  There is no job placement guarantee with these institutes


Alwar as a Market

Limited hangout joints for the students in and around the villages. Eating joints are near Bus Stands and at small market place in the village.

Sarpanch holds a high value in the village and is one of the major opinion leaders

• • •

Job availability is very limited Local educational institutes lack basic infrastructure though less expensive

Digitized Way of Teaching

Digitized Way of Teaching

Digitized Way of Teaching is picking up in rural & semi urban towns as well

Live Video Conferencing, Interactive sessions help the students learn by viewing live video sessions

Educomp & IndiaCan are extending this technology to rural & semi urban towns as well

Digitized Way of Teaching Challenges

Even though scope of Digital Education is vast in semi urban or rural towns , it is quite challenging to make the concept understood to the TG initially

The words like “video conferencing”, “live sessions” are completely incomprehensible to TG

TG, when told about the technology, just do not show interest to come to institute & witness the technology


TG is not even aware about the kind of jobs they can get after pursuing a course Do not clearly understand what is communicated by institutes marketing teams

Local Centers offering short term courses for lesser fee & duration lure students to save time & money by studying at their centers

Branded Institutes do not have enough Manpower to work for Students’ Counseling & to spread Awareness amongst TG

Agency Role in meeting the Challenges Confused TG needs proper Guidance & Expert Counseling – Since TG does not have a proper source that can provide them with sound career counseling, they do not get the best out of the institute also. – Some students after joining IMS course realized they wanted to do Tally because no company nearby is hiring students who have done IMS Needs Financial Assurance – Farmers want to spend on their children’s secure future but sometimes just with a margin less of money, they are not able to make their children enroll for the courses – Even TG with good income is not willing to give away the complete amount as they do not have trust on the institute because they have not heard about it. Relevant communication is the utmost requirement – No one in such areas understand Digital education – Due to institutes’ limitations in remote areas they have not been able to show case the videos to the rural people about how classes are done

Agency Role in meeting the Challenges

Thank You

Scope of Education in Rural India PPT | Education in Rural Areas PPT  

Scope of Education in Rural India RC&M India Experiential Marketing Firm... Change & Evolution in Education Scenario in Rural India in last...

Scope of Education in Rural India PPT | Education in Rural Areas PPT  

Scope of Education in Rural India RC&M India Experiential Marketing Firm... Change & Evolution in Education Scenario in Rural India in last...