Foreign universities hike India-focused marketing budgets by up to 40%

For years now, Indian students have made up one of the largest student populations abroad - and now as the numbers continue to rise, global universities are stepping up their game to attract the next wave of applicants. These universities are combining traditional methods like education fairs and glossy brochures with newer strategies such as hyper-local outreach and parent-focused campaigns.

According to data from the Ministry of External Affairs, the number of Indian students studying abroad rose from 1,318,955 in 2023 to 1,335,878 in 2024. Canada continues to lead as the most popular destination, hosting 427,000 Indian students, followed by the United States (337,630), the United Kingdom (185,000), Australia (122,202), and Germany (42,997). Over the past five years, the total number of Indians pursuing education overseas has surged by 52.2%.

In addition to these established destinations, a number of emerging countries are stepping up their marketing efforts in India to attract students. Countries like China, Georgia, France, South Korea, Poland and the Philippines are actively promoting their educational programs to tap into India's growing pool of study-abroad aspirants.

In response to this rising demand and heightened competition, several foreign universities have significantly increased their India-specific marketing spends. According to marketing professionals and education consultants working with international institutions, several universities have ramped up their India-specific promotional budgets by an estimated 25-40%. 

Sophie Collet, founder of Inducation, a boutique consulting firm helping French universities expand their activities in India told e4m, “I’ve seen the approach of foreign universities toward Indian student recruitment evolve since 2020–2021, when it became clear that Chinese outbound student mobility would decrease over the next few years. A lot of governments also wanted to reduce their dependence on China, and India appeared as a strong partner in the region. The same goes for international student recruitment: many universities in Europe started to look at India as the next major pool of applicants.”

This was reiterated by Siddharth Iyer, Chief Operating Officer at One Step Global who said that in the last 2–3 years, foreign universities have changed how they recruit students from India. He added that instead of just relying on education fairs or agents, they’re now focusing more on building long-term trust and local presence.

These universities are also turning to hyper-local initiatives in order to tap the tier 2 and tier 3 markets in India. They are rapidly churning out content in various languages such as Punjabi, Hindi, Marathi, Malayalam, Kannada and more to engage with the students. Along with this, collaborations with Indian influencers and study abroad experts on Instagram and Youtube are also some options that the Universities are actively exploring. The use of AI-powered chatbots are also high owing to the increasing amount of queries from Indian students. These bots can answer questions around courses, visa processes, accommodation, and even funding options — all in real-time and in multiple languages.

“The approach of foreign universities toward Indian student recruitment has become more strategic in recent years. Rather than relying solely on traditional fairs, institutions are embracing hyper-local strategies such as from regional language content and AI-powered chatbots to influencer partnerships and parent-centric outreach,” said Abhijit Zaveri, Founder and Director, Career Mosaic, adding that the presence of in-country representatives has also gained traction, offering students real-time support, school visit engagement, and contextually relevant advice.

Collet added, “I think foreign universities are now ready to go beyond the usual ways of recruiting Indian students. By ‘usual ways,’ I mean participating in student fairs, working with a network of recruitment agents, and for some, using online marketing as well. Today, this is no longer enough.” 

According to her, the first thing is that more higher education institutions are opening offices in India to have a permanent presence in the country — not only to lead recruitment initiatives but also to manage academic partnerships locally. She added that another evolution she witnessed is that universities are now willing to engage in a wide range of activities, such as organizing events, conferences, and workshops to interact with education professionals as well as families. Others are also starting to deploy PR strategies in India to raise the reputation of their institutions among employers and the general public.

Division across mediums

According to experts, digital media gets the largest share of the marketing budget. They believe that all of these initiatives, digital ads, events, influencer tie-ups, or content creation are being used by more universities.

“We’ve seen a clear shift in marketing budgets, universities are putting more money into digital ads, social media, influencer tie-ups, and student-led content that speaks directly to Indian students' goals, especially around careers and return on investment,” said Iyer. He added that many are also hiring teams in India or working with local partners to better understand what students in different regions want. 

“Digital channels are getting the biggest share of the budget, but content creation, especially videos and alumni stories is where universities are seeing the most impact,” he said.  

Meanwhile, Zaveri suggested that while digital ads and content creation still receive substantial investment, there’s a noticeable shift toward more personal and trust-building channels, including counselor networks, WhatsApp communication, and on-ground events. He said that Influencer-led and vernacular campaigns are also being used more strategically to reach students in ways that feel familiar and authentic.

However, in a country like India wherein thorough information is required before a student enrolls into what can be the most influential decision of his life - can a 100% digital strategy work? 

Collet seems to differ. “Education remains a life-changing experience and requires a medium to long-term commitment. In that sense, it cannot be sold like a mass-consumption product. Students and their families need to talk to real people, whether university representatives, student ambassadors, or alumni, before making a decision.”

She added, “Only a very small minority would be ready to enroll in a foreign university without doing this kind of background check, as they need to know what accommodation, scholarships, career support, employment opportunities etc., are available on campus. A 100% digital recruitment strategy is not possible in India!”

What’s next? 

As the market of foreign universities targeting Indian students continues to saturate with newer countries / universities upping their strategies - there’s a need for the institutes to establish a more personal connection with the students. 

“Looking ahead, the next wave of recruitment may prioritize long-term, relationship-based engagement over transactional approaches. India’s student landscape is incredibly diverse, and institutions that commit to ongoing, community-focused efforts will likely see deeper, more sustainable connections with both students and their families,” said Zaveri. 

This was reiterated by Iyer who concluded by saying that the next big change will be creating a smoother, more personalized experience from first interest to application, using tech tools and better support systems built for Indian students.