Duolingo and India

 

India is the second largest source of students for International higher education institutions in English speaking countries. A preliminary requirement for getting admission to these institutions is to qualify an English Aptitude Test. We know Duolingo as a popular language learning app which is free. Now, they are providing online Duolingo’s language (aptitude) Test (DET) like IELTS, PTE etc. which is accepted by over 4000 international institutions.

The pandemic disruption gave their online testing a big boost in India and in 2022 they had 50 -100% growth across the Indian sub-continent in the number of test takers from India so much so that a third of their English Test Takers are coming from India. Naturally, the company has set its sight in increasing their business in India and they have made a detail study as to how to go about tapping the Indian students market.

According to Jennifer Dewar, the senior director, strategic Engagement for DET, the middle class which is at present 35% of the Indian population is about 480 million people and it is growing. The students with international higher education aspirations are from the middle class and Duolingo wants to reach them in the urban and rural centres of India. At present the ten largest cities of India account for 76% of their test takers. Last year they had students from 1200 Indian cities take their online test. Yet, according to the Secure English Language Test Centre study India has only 73 centres, one English language testing centre for 6.6 million Indians which would be apparently in a city and the students from semi urban and rural areas would have to travel long distance to take these tests. Here lies the advantage of Online Tests. A remedy for unwillingness to travel long distance for the test and importantly, affordability. DET costs less while compared to similar tests.

The Indian overseas education market is expected to be at $100 billion by 2025. Nearly 2 million Indians are dreaming to study abroad where the quality of education and standard of living are better, has access to international job  opportunities and a better remuneration. Their first preference is English speaking countries hence the demand. The realization of their dreams are dependent on visa requirement, immigration laws of the country they wish to go to and most importantly availability of finance.

Apart from the higher studies aspiration, Duolingo is one good way to learn languages, at 280 day streak learning Russian for free with their app, I am happy so many students from different sections of our society have access to learning resources. Hopefully, they will find someone to help them.