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Coaching Institutes Turning Education into a Spectacle: Vice President Dhankhar Criticises Lavish Advertising

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

Coaching Institutes Turning Education into a Spectacle: Vice President Dhankhar Criticises Lavish Advertising

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

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Sustainable Models for Rural Higher Education: A New Way to Fund the Future

India’s rural youth often face a harsh truth—access to quality higher education is limited, expensive, and sometimes not even available in their areas. Even when colleges exist, they suffer from lack of funds, poor infrastructure, and shortage of qualified faculty. In such a setup, expecting rural students to compete equally with their urban peers is

Sustainable Models for Rural Higher Education: A New Way to Fund the Future

India’s rural youth often face a harsh truth—access to quality higher education is limited, expensive, and sometimes not even available in their areas. Even when colleges exist, they suffer from lack of funds, poor infrastructure, and shortage of qualified faculty. In such a setup, expecting rural students to compete equally with their urban peers is unfair. This brings us to a major question: How do we build sustainable models that make rural higher education both accessible and economically viable?

I chose to write about this topic because we cannot ignore rural India when we talk about development. Around 65% of our population still lives in villages. If we truly want India to progress, rural youth must be part of the growth story. Education is their strongest tool, but not if it’s always out of reach or poor in quality. There’s a need to rethink the economics of rural education—from funding to infrastructure to community participation. This article looks at practical ideas and examples of how that reimagining can happen, and why it’s urgent to act now.

Why Rural Higher Education Needs a New Economic Approach

Most government-run rural colleges operate on minimal budgets. They often rely on annual grants that are just enough to cover basic expenses. This leads to a chain reaction:

  • Poor facilities mean students don’t get proper labs, libraries or digital tools.
  • Qualified teachers don’t want to work in rural areas due to low salaries and isolation.
  • Students who can afford to leave the village migrate to cities, widening the rural-urban education gap.
  • Colleges that stay underfunded become outdated, irrelevant or even shut down over time.

Clearly, this old system is not working. We need new models that don’t rely only on yearly government grants or student fees.

Community-Driven Models: Colleges as Local Hubs

One way to make rural colleges sustainable is to turn them into community resource centres. These can serve multiple functions:

  • Provide vocational training to villagers during off-hours
  • Run skill development programmes tied to local industries (like agriculture, weaving, dairy)
  • Partner with local NGOs and SHGs for outreach and social projects
  • Use college infrastructure for village meetings, digital literacy drives, and public health workshops

This way, the college adds value beyond its students and becomes a central part of the local economy. The college can also earn funds through small fees from these services or tie-ups with CSR initiatives of nearby businesses.

Public-Private Partnerships (PPP) in Rural Education

Involving private players doesn’t always mean privatisation. Well-structured PPP models can allow:

  • Private companies to provide infrastructure or digital tools
  • Government to offer regulatory support and basic funding
  • Colleges to function with both accountability and autonomy

For instance, some colleges in Karnataka have partnered with EdTech firms to run online blended learning programmes. The companies provide content and devices, while the college handles classroom support.

PPP models can also be introduced in teacher training, curriculum design and campus development. But for this to succeed, proper checks and transparency mechanisms must be in place.

Digital Infrastructure: A Low-Cost High-Impact Solution

One of the biggest challenges in rural areas is teacher shortage. But with the right digital tools, this gap can be filled. Online lectures, remote mentorship, virtual labs and access to national digital libraries can level the playing field.

  • Low-cost tablets or shared community devices can be provided through government schemes
  • Colleges can join national digital platforms like SWAYAM, DIKSHA, or NPTEL
  • Recorded lectures from reputed professors can supplement weak faculty support

But for this model to work, stable internet and electricity are must-haves. That’s where government infrastructure spending becomes essential.

Funding Models That Actually Work

Rather than giving colleges one-time funding or unpredictable annual budgets, the government can adopt performance-linked funding. For example:

  • Offer base funding plus bonuses for achieving goals like student retention, pass rates or skilling targets
  • Encourage alumni contributions through official donation channels with tax benefits
  • Create community funds where local businesses or panchayats contribute based on what they can afford

Also, higher education bonds or village-level education savings schemes can be introduced where families invest early for their children’s college education.

Real-World Examples

  • Barefoot College (Rajasthan) – It trains rural women, especially grandmothers, to become solar engineers. It’s completely community-run and funded partly by international donors.
  • NAANDI Foundation (Andhra Pradesh) – Works with tribal girls for high-quality school-to-college transition. They offer bridge courses and livelihood support.
  • MGNREGA and education linkage – In some states, local governments are experimenting with combining employment guarantee schemes with infrastructure development in rural colleges.

These are signs that innovation is possible when local knowledge meets national support.

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