Why ELT Franchises Are Rising In Tier II and III cities

Sneha Santra
Sneha Santra Apr 05 2019 - 3 min read
Why ELT Franchises Are Rising In Tier II and III cities
The potential market for English Language Training in India is substantial

India is a multilingual country with more than 20 languages being spoken across the nation. While Hindi is the most widely spoken language, English is the second language for the majority of the population. English is widely perceived in India as a valuable life and employability skill. But, the country still lacks in proficiency and communication skill.

Therefore the potential market for English Language Training in India, therefore, is substantial. English language training (ELT) has a crucial role to play within the education space, especially in small town cities where there is a prevalence of regional language in schools and the students lack in English speaking. Hence, starting an ELT franchise in tier II and Tier III is highly profitable, here are the reasons why.

The Lack of English Teachers

It is an undeniable fact that the global world cannot be imagined without the felicity of using English every moment, the scenario of English teaching and learning in rural India is still bleak. The small town areas lack good schools having proper ambience and affordability, adding to the conundrum of the learners to resort to traditional learning methods.  

Undeniably, many English teachers in rural areas are themselves not effective and fluent in using English. In many Indian states, English language teaching is confined to the verbal rendering of lessons in regional languages helping learners to understand the content and not the structural nuances of languages. Thereby, increasing the demand for ELT franchises.

Employability Need

Employability is driving the growth of ELT centres in India. English has become a must for getting a good job in any company. The students in Tier II and Tier III lacks in spoken English as they don’t have the resources and most of them have a regional language as their first language. Especially, the Indian rural populace, which depends on agriculture and limited income, despite their avidity to provide their children with a qualitative life, end up sending them to government schools where English is not taught as a skill but as a subject. Thus, people enrol themselves into English learning course to up their chances of getting employed and increase their skills.

Trust on a Brand Name

People in small towns are highly susceptible to the established brand name. They don’t trust a new brand or start-up that easily. Given the choice, they will go for a known brand name in comparison to a better start-up, because brand name matters. Franchising offers you the benefit of replicating the business of a successful franchise. Also, investing in a franchise in tier II and Tier III cities have a whole host of benefits as they will be less competition and huge demand.  

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