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 Family traditions were taken forward for pursuing a career

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

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 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

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

The trend shows that the priority for students enrolling in an Institute is:  Job - 95 %  Career 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

Government Jobs High Security Hard to Get

Banks Sought After Sales & Recovery HDFC ,ICICI

Transport Companies Traders Logistics Accounts

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 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

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

Courses offered are English Accounts & Networking

Non Technical & Technical Courses are also offered

~500 seats
High Potential

~300 seats
Medium Potential

~120 seats
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

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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 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