Coaching centres across India are now under scrutiny after the Vice President of India publicly criticised their marketing methods. He pointed out how some coaching institutes are buying full-page ads—sometimes even four-page spreads—in national newspapers to show off student results. While these ads are framed as success stories, the Vice President called them excessive, wasteful and damaging to the image of education. According to him, this trend is turning education into a commercial spectacle, where hype matters more than substance.
I felt the need to write about this because this issue reflects a growing crisis in how we view education in our country. I have personally seen families stretched thin just to afford the coaching hype they see advertised every day. There’s pressure on students to perform, but there’s even more pressure on parents to enrol them in institutes that look successful based on ads. These ads often present an incomplete picture—focusing only on a handful of toppers, while ignoring the thousands who get left behind. We need to talk about how this flashy marketing is feeding a toxic ecosystem that’s far removed from the real goal of learning.
Vice President’s Strong Words Against Coaching Ads
During a recent public event, Vice President Jagdeep Dhankhar openly questioned the ethics behind the coaching industry’s aggressive advertisement strategy. He pointed out that coaching centres were spending crores of rupees on advertisements just to flaunt their top ranks, instead of investing in meaningful educational reforms.
He said that education should be about gaining knowledge and life skills, not about publicity stunts. When coaching centres treat student results as a marketing tool, they turn education into a business model—complete with brand ambassadors, commercial pitches and emotional manipulation.
What’s Wrong with the Coaching Industry’s Marketing Style?
Here are some key issues that have emerged due to this trend:
- Selective Highlighting: Ads often display ranks of a few students who already had good academic support, masking the reality for most others
- Misleading Results: Institutes sometimes claim the same student across multiple centres, creating confusion and false impressions
- Increased Peer Pressure: Students feel burdened seeing exaggerated success stories splashed in newspapers and hoardings
- Parental Anxiety: Parents are made to believe that their child will fall behind if not enrolled in a particular “rank-producing” coaching centre
What This Means for the Education System
The Vice President’s comment hits at a deeper issue. When coaching centres control the narrative around success in exams like JEE, NEET or UPSC, it sidelines schools and regular education. Many students today skip school altogether to focus only on coaching.
This is dangerous because:
- It weakens the value of classroom teaching
- Reduces learning to a numbers game
- Creates a class divide where only those who can afford premium coaching feel confident about success
Is There a Way Forward?
To fix this, both the government and the public must step in:
- Regulate education advertising: Like in healthcare, there should be strict rules on what coaching centres can and cannot advertise
- Encourage school-based learning: Boost government schools and teachers so coaching doesn’t become the only path to success
- Highlight alternative paths: Not all success comes from cracking JEE or NEET—students should know there are many other career routes
- Promote transparency: Results and performance should be reported honestly, not packaged like a film poster