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Scope of Education in Rural India

Presentation by RC&M
25th November 2011

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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 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 about family occupation Family traditions were taken forward for pursuing career.

Parents aspire & invest for their child to become skilled professional & not just a worker or farmer Youth gives due importance to learning new skills for obtaining job or enhancing business

How the Occupation Perception is changing .

Earlier there was complacency with the resources that were available to a person and with his limited working knowledge A Farmer or clay potter continued to produce same kind of products with same techniques with were taught to them by his forefathers.

A clay potter from the western state of Gujarat, invented low-cost refrigeration in a country 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 can 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 :

Primary TG - Students

Secondary TG Parents

Others - Influencers

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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 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 unaware about availability of courses & opportunities

The Students Space and Travel

70% of the students are Male students who come from 20 to 60 Kms. distance 30 % of the students , mainly females , are from town area who travel a maximum distance of 20 Kms.

Parents

Parents usually farmers, have a landholding of 3 to 5 acres Majority of the parents are illiterate but aspirational for their children education. They are ready for the investment in education for their children Though 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 scared if the institute dupes them.

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

Under Grad Students 95% Sr. Sec Pass Out TG Working Population 5% Fresher Seeking Career Enhancement

The trend shows that the priority for the students enrolling in the Institute is only Job ( 95 % ) and only 5 % enrolling is for career enhancement

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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
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Students Working Population 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

Government Jobs

Banks

Transport Companies

High Security Hard to Get

Sought After Sales & Recovery HDFC ,ICICI

Traders Logistics Accounts

Why these Jobs ? The students see the 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 local educational centers and the branded educational institutes.

Course duration is from 3 months 2 years Courses Fees ranging from Rs.3000 Rs. 20000 Course Packages are offered for Computers, Accounts etc

Short Term courses with duration from 7 day courses to 3 months Courses Fees ranging from Rs.1000 Rs. 5000 No packaged courses offered

Branded Institutes

Local Centers

A Look at Branded Institutes in Rural & Semi-Urban Towns

A Look at Local Centers in Rural & Semi-Urban Towns

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

Low Potential

Medium Potential

High Potential

Lets see an example for Industry Scenario ..

Rajasthan Scope of Education Institutes


300 seats approx.
Medium Potential

Seats Occupancy

Courses offered are English Accounts & Networking

Non Technical & Technical Courses are also offered

120 seats approx.


Low Potential

500 seats approx.


High Potential

Current Focus Deeper Penetration


based on potential

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

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


 Branded Institutes  Indiacan is one of the institute in Rajasthan which has the maximum number of its owned centres.  Institutes like Jetking, SCL , NIFA , ICA etc have franchises 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 about 3 months 6 months  Although 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

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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 a village and is one of the major opinion leader 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

Challenges Digitized Way of Teaching

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

Challenges

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

TG Awareness , Confidence & Communication

Competition
Course & Delivery Comparison

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

Institute Center
Manpower

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


Build Brand by creating Awareness

Agency Role