Scope of Education in Rural India Scope of Education in Rural India
Index  <ul><li>Change & Evolution  in Education Scenario in Rural India in last 5 years </li></ul><ul><li>TG Aspirations ,...
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  <ul><li>In 2011-12, about 80k rural youngsters w...
How the Education Perception is changing…. <ul><li>Earlier, the learning was limited to developing knowledge basis family ...
How the Occupation Perception is changing…. <ul><li>A Clay Potter from the western state of Gujarat, invented low-cost ref...
TG Aspirations, Perception &   Growth
How the TG sees themselves…. Learning new technologies Independent & Working in offices
<ul><li>TG in the study is classified as : </li></ul>25-11-11 Lets further understand the TG
The Students <ul><li>The target students are in the age group of 18 to 25 years & belong to Agri families  </li></ul><ul><...
The Parents <ul><li>Parents usually farmers, have a landholding of 3 to 5 acres </li></ul><ul><li>Majority of the parents ...
The Influencers <ul><li>An individual who has studied and obtained a job in an office </li></ul><ul><li>He could be a dist...
TG Segmentation <ul><li>The trend shows that the priority for students enrolling in an Institute is: </li></ul><ul><li>Job...
Students Aspirations & Perception towards Educational Institutes <ul><li>Students aspire to get a stable job, irrespective...
<ul><li>He wants to add value to his status by enhancing his skills through Vocational courses </li></ul><ul><li>He relies...
Job Preferences Why these Jobs ? <ul><li>The students see people around them doing such jobs and get influenced </li></ul>...
Education Market  Scope of Evolution
How the Education Market is evolving…. More & More Educational Institutes are coming in existence in Rural & Semi-urban to...
<ul><li>The educational market in the Rural & Semi Urban regions can be classified as: </li></ul><ul><li>the Branded Educa...
Scope of Educational Institutes  in Rural & Semi-Urban Towns Scope of Educational Institutes is assessed on the basis of n...
Lets see an example for Industry Scenario …..
v Rajasthan  Scope of Education Institutes  ~500 seats ~300 seats ~120 seats Non Technical & Technical Courses are also of...
Current Focus – Deeper Penetration based on  potential Alwar  as a medium  potential market targets to  reach out to  Vill...
Institutes Scan - Alwar <ul><li>Branded Institutes </li></ul><ul><ul><li>Indiacan  is one of the institutes in  Rajasthan ...
Alwar as a Market Limited hangout joints for the students in and around the villages.  Eating joints are near Bus Stands a...
Digitized Way of Teaching
Digitized Way of Teaching  <ul><li>Digitized Way of Teaching is picking up in rural & semi urban towns as well  </li></ul>...
Digitized Way of Teaching  Challenges <ul><li>Even though scope of Digital Education is vast in semi urban or rural towns ...
Challenges <ul><li>TG is not even aware about the kind of jobs they can get after pursuing a course </li></ul><ul><li>Do n...
Agency Role in meeting the Challenges <ul><li>Confused TG needs proper Guidance & Expert Counseling  </li></ul><ul><ul><li...
Agency Role in meeting the Challenges
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Scope of Education in Rural India PPT | Future of Education in Rural Areas | RC&M India Experiential Rural Marketing Firm

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


How the Occupation Perception is changing….
How the Education Perception is changing...
Education Market Scope of Evolution
Education in rural areas
Students Aspirations & Perception towards Educational Institutes
Scope of Educational Institutes in Rural & Semi-Urban Towns...

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Scope of Education in Rural India PPT | Future of Education in Rural Areas | RC&M India Experiential Rural Marketing Firm

  1. 1. Scope of Education in Rural India Scope of Education in Rural India
  2. 2. Index <ul><li>Change & Evolution in Education Scenario in Rural India in last 5 years </li></ul><ul><li>TG Aspirations , Perception & Growth </li></ul><ul><li>Education Market - Scope of Evolution </li></ul><ul><li>Industrial Scenario Example </li></ul><ul><li>Digitized Way of Teaching </li></ul><ul><li>Challenges </li></ul><ul><li>Agency Role in meeting the Challenges </li></ul>
  3. 3. Change & Evolution in the Education Scenario in Rural India in last 5 years
  4. 4. Lets look at few figures to understand the growing Rural Education Trend <ul><li>In 2011-12, about 80k rural youngsters were being professionally trained across sectors by Govt. of India </li></ul><ul><li>About 25% of Colleges offering degree courses are operational in 5 - 10kms radius of the villages </li></ul><ul><li>As much as 10 different institute brands , offering vocational courses, operate in a semi urban town </li></ul><ul><li>There are more than 52 million active Internet users in rural India </li></ul><ul><li>Out of 1,20,591 total schools that have computers, 74% are located in rural areas. </li></ul><ul><li>About 22% of the children in the age group of 6 – 14 years are enrolled in private schools </li></ul>
  5. 5. How the Education Perception is changing…. <ul><li>Earlier, the learning was limited to developing knowledge basis family occupation </li></ul><ul><li>Family traditions were taken forward for pursuing a career </li></ul><ul><li>Parents aspire & invest for their child to become skilled professionals & not just a worker or a farmer </li></ul><ul><li>Youth gives due importance to learning new skills for obtaining a job or enhancing business </li></ul>
  6. 6. How the Occupation Perception is changing…. <ul><li>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 </li></ul><ul><li>A Farmer invented a motorcycle-driven ploughing machine for fields in a drought-hit region where most farmers could barely afford tractors or bullocks </li></ul><ul><li>Earlier there was complacency with the resources that were available to a person and; his limited working knowledge </li></ul><ul><li>A Farmer or Clay Potter continued to produce the same kind of products with the same techniques taught to them by their forefathers </li></ul>
  7. 7. TG Aspirations, Perception & Growth
  8. 8. How the TG sees themselves…. Learning new technologies Independent & Working in offices
  9. 9. <ul><li>TG in the study is classified as : </li></ul>25-11-11 Lets further understand the TG
  10. 10. The Students <ul><li>The target students are in the age group of 18 to 25 years & belong to Agri families </li></ul><ul><li>The students begin to seek vocational courses during graduation or while pursuing senior secondary school </li></ul><ul><li>About 5% of students pursuing vocational courses are working professionals; also seeking skill enhancement courses at centers </li></ul><ul><li>These students have information about educational centers around towns but are unaware about availability of courses & opportunities </li></ul><ul><li>70% of the students are Male students who come from approx. 20 to 60 kms distance </li></ul><ul><li>30 % of the students , mainly Females , are from town areas who travel a maximum distance of 20kms </li></ul>
  11. 11. The Parents <ul><li>Parents usually farmers, have a landholding of 3 to 5 acres </li></ul><ul><li>Majority of the parents are illiterate but aspirational for their childrens’ education </li></ul><ul><li>They are ready to invest in education for their children, though they have no basic understanding of the courses being offered by the Institutes </li></ul><ul><li>Stability of the institute is the criteria for them to choose the institute </li></ul><ul><li>They are hesitant of the institute duping them </li></ul>
  12. 12. The Influencers <ul><li>An individual who has studied and obtained a job in an office </li></ul><ul><li>He could be a distant relative or a friend of Students’ parents </li></ul><ul><li>He is the only door for knowledge for the students </li></ul><ul><li>Is not much aware about the institutes’ offerings but is looked upon by the students/parents for opinion </li></ul><ul><li>He also visits the institutes before the admissions and strongly influence the final decision of parents about choice of course & Institute </li></ul>
  13. 13. TG Segmentation <ul><li>The trend shows that the priority for students enrolling in an Institute is: </li></ul><ul><li>Job - 95 % </li></ul><ul><li>Career Enhancement - 5 % </li></ul>
  14. 14. Students Aspirations & Perception towards Educational Institutes <ul><li>Students aspire to get a stable job, irrespective of its salary package </li></ul><ul><li>He feels he would make his parents proud by earning a living on his own </li></ul>His Aspirations <ul><li>He is content with the way of teaching and is confident of a placement </li></ul><ul><li>Increased his knowledge and is excited to complete his course </li></ul><ul><li>Does not prefer the Govt. Institutes as there is no placement assistance </li></ul>His Perception towards Institutes
  15. 15. <ul><li>He wants to add value to his status by enhancing his skills through Vocational courses </li></ul><ul><li>He relies upon the institutes’ capability to get him a promotion or salary raise </li></ul><ul><li>He wants to change his profile from administration job to a more refined Accounts job </li></ul><ul><li>It would help him improve his package & profile </li></ul>Working Population (pursuing education) Aspirations & Perception towards Educational Institutes
  16. 16. Job Preferences Why these Jobs ? <ul><li>The students see people around them doing such jobs and get influenced </li></ul><ul><li>Awareness levels of other technical jobs are low </li></ul><ul><li>Ready to move in cities for jobs </li></ul>Package is average but requires formal training
  17. 17. Education Market Scope of Evolution
  18. 18. How the Education Market is evolving…. More & More Educational Institutes are coming in existence in Rural & Semi-urban towns
  19. 19. <ul><li>The educational market in the Rural & Semi Urban regions can be classified as: </li></ul><ul><li>the Branded Educational Institutes </li></ul><ul><li>the Local Educational Centers </li></ul>Education Market Understanding
  20. 20. 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 120 Seats Occupancy 300 Seats Occupancy 500 Seats Occupancy
  21. 21. Lets see an example for Industry Scenario …..
  22. 22. v Rajasthan Scope of Education Institutes ~500 seats ~300 seats ~120 seats Non Technical & Technical Courses are also offered Courses offered are English Accounts & Networking High Potential Medium Potential Low Potential
  23. 23. 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
  24. 24. Institutes Scan - Alwar <ul><li>Branded Institutes </li></ul><ul><ul><li>Indiacan is one of the institutes in Rajasthan which has the maximum number of its owned centres </li></ul></ul><ul><ul><li>Institutes like Jetking, SCL , NIFA , ICA etc have franchisees, but no company owned centers </li></ul></ul><ul><ul><li>Most popular courses at these Institutes are English Speaking , Hardware Networking & Financial Accountancy courses </li></ul></ul><ul><ul><li>English Speaking courses usually have duration of 3 months – 6 months </li></ul></ul><ul><ul><li>IT courses & Financial courses have a duration from 6 months – 2years </li></ul></ul><ul><ul><li>Job Placement Guarantee is given to the students </li></ul></ul><ul><li>Local Centers </li></ul><ul><ul><li>Local Institutes like Rajiv Gandhi Computer Institute, Gurukul, Alfa Academy are some local institutes present </li></ul></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>There is no job placement guarantee with these institutes </li></ul></ul>25-11-11
  25. 25. 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. <ul><li>Sarpanch holds a high value in the village and is one of the major opinion leaders </li></ul><ul><li>Job availability is very limited </li></ul><ul><li>Local educational institutes lack basic infrastructure though less expensive </li></ul>
  26. 26. Digitized Way of Teaching
  27. 27. Digitized Way of Teaching <ul><li>Digitized Way of Teaching is picking up in rural & semi urban towns as well </li></ul><ul><li>Live Video Conferencing, Interactive sessions help the students learn by viewing live video sessions </li></ul><ul><li>Educomp & IndiaCan are extending this technology to rural & semi urban towns as well </li></ul>
  28. 28. Digitized Way of Teaching Challenges <ul><li>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 </li></ul><ul><li>The words like “video conferencing”, “live sessions” are completely incomprehensible to TG </li></ul><ul><li>TG, when told about the technology, just do not show interest to come to institute & witness the technology </li></ul>
  29. 29. Challenges <ul><li>TG is not even aware about the kind of jobs they can get after pursuing a course </li></ul><ul><li>Do not clearly understand what is communicated by institutes marketing teams </li></ul><ul><li>Local Centers offering short term courses for lesser fee & duration lure students to save time & money by studying at their centers </li></ul><ul><li>Branded Institutes do not have enough Manpower to work for Students’ Counseling & to spread Awareness amongst TG </li></ul>
  30. 30. Agency Role in meeting the Challenges <ul><li>Confused TG needs proper Guidance & Expert Counseling </li></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>Some students after joining IMS course realized they wanted to do Tally because no company nearby is hiring students who have done IMS </li></ul></ul><ul><li>  </li></ul><ul><li>Needs Financial Assurance </li></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>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. </li></ul></ul><ul><li>  </li></ul><ul><li>Relevant communication is the utmost requirement </li></ul><ul><ul><li>No one in such areas understand Digital education </li></ul></ul><ul><ul><li>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 </li></ul></ul>
  31. 31. Agency Role in meeting the Challenges
  32. 32. Thank You

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