Market Development:
A Strategy for India
Jean-Philippe Tachdjian,
Deputy Director and Trade Commissioner
Edu-Canada: International Promotion of Education in Canada
Foreign Affairs and International Trade, Canada
A Collaborative Strategy for India: Overview
Historical context
Current environment
Edu-Canada collaborative initiatives
Recruitment of students
Scholarship development
Understanding Canada: Canadian Studies
Partnership development (Our Associations, FICCI, MOU)
Future initiatives for review
Open floor discussion
A Collaborative Strategy for India: Overview
• Mobility choices broadening
with expectation for service
and quality
• Burgeoning middle class
• Wealth in second tier cities
• Internal competition will lead
to pursuit of quality, foreignbased education
• Economic barriers decrease
but interest in career
outcomes increasing
(broadening from
business/engineering)
Our Historical Context
Strong diaspora in Canada with more than 1 million Indian immigrants
Shastri Institute’s role in facilitating relations between Canada and India since 1968
Study Canada: Canadian Studies
Network of up to 25 Canadian Studies Centres throughout India
Scholarship Program
Canada-India S&T Agreement
The participation of academic institutions in the Canada-India science and technology (S&T) relationship is
significant. Bilateral cooperation in higher education is also supported through the International Science and
Technology Partnerships Program (ISTPP) where institutions of higher learning play a major role. Two- thirds of the
collaborative research and development projects in 2008 and 2009 under the auspices of the Program are in
partnership with higher educational institutions.
Canadian Education Centre Network (CECN)
2009 closure of this Canadian presence has necessitated a mitigation strategy to engage more directly in promotion
activities
Federation of Indian Chambers of Commerce and Industry (FICCI)
Canada was welcomed as country of honour with a delegation of 50+ high level representatives, November, 2008
• AUCC and ACCC both signed an MOU on the margins of the conference
India - The Current Environment
2009 Entry (Country of Last Permanent Residence = India)
2009 Total (Country of Last Permanent Residence = India)
*Entries includes both initial entries and re-entries. Source: CIC
5,716
9,575
Education is increasingly important in Canada’s growing relationship with India
Education featured on agenda of recent high-level visits to India
Canada still faces challenges in the Indian education market, including:
• Lack of knowledge about Canada’s excellence in education
• Lack of visibility for Canadian education brand
• Lack of on-the-ground support network
Canada’s education strategy in India aims at:
• Delivering well coordinated initiatives to promote awareness of Canada’s education;
• Providing market intelligence and support to Canadian institutions;
• Informing students and influence brokers of education and career opportunities
• Facilitating networking and collaboration between Canadian and Indian institutions
through visits, seminars, workshops, outcalls, etc.
2008 Brand launch in India (FICCI)
Promotion: Collaborating in brand building
Education Exposure/Fam Tour to Canada in collaboration with provinces
Advocacy/Brand building activities through participation at Education events:
FICCI Higher Education Summit, November 8-12, 2010
Techfest, January 2011
Quark, February 2011
Alumni database development
Education Leaders Outreach to Canada
Explore Canada Mission by education leaders led by MMBAI Sheriff
Multi-city Student Information Seminars
Graduate Mobility Workshop
Partnership Examples: Our Associations
Association of Universities and Colleges of Canada
AUCC university presidents mission to India in November 2010, including participation
in Higher Education Summit of the Federation of Indian Chambers of Commerce and
Industry (FICCI)
Association of Canadian Community Colleges Student Partners Program (SPP)
Launched in April 2009, The SPP is a pilot project designed and implemented by ACCC
and Citizenship and Immigration Canada (CIC) visa offices in India.
Twenty ACCC member institutions are involved in the pilot.
The program is a model for expediting the student visa process and delivering high
approval rates while maintaining program integrity. The pilot is currently being
evaluated and an announcement will soon be made regarding a possible extension in
2010. At this time, SPP is open to Indian nationals only although a new program will
launch in China, 2010.
Stakeholder Interest:
Association of Canadian Community Colleges (ACCC):
“College participation in the International Academic Mobility Program (IAM) would be
enhanced with more flexible program parameters including internships, opportunities for
students from under-represented groups, and an expansion to China, India, Brazil
and Chile where colleges are actively involved in international partnerships and where
markets for Canadian products are growing.”
Canadian Bureau for International Education (CBIE):
“CBIE recommends that the Government of Canada continue to increase its investment
in scholarships for international students, including significant support to students from
developing countries.”
Association of Universities and Colleges Canada (AUCC):
“AUCC recommends that the government of Canada advance Canada’s India strategy
and higher education cooperation with other countries by supporting two-way student,
intern and researcher mobility and enhanced education marketing activities to promote
Canada’s brand of excellence.”
“Emerging economic powers, such as India, China and Brazil, are becoming more competitive by
making major R&D investments. Thomson Reuters predicts that India’s research productivity will be
on par with most G8 nations within seven or eight years.”
Results (Overall Entry to Canada)
Study permits issued 2006-09
90000
85131
• Largest export
sector to China
85000
79509
80000
75000
• 2nd largest
export to Korea &
Saudi Arabia
78442
74038
76157
71786
73939
70000
• 3rd largest export
to France &
Taiwan
71786
• 4th largest export
to India
65000
2006
2007
Normal growth 3%
2008
2009
Edu-Canada funding
2003-2009 Student Entry Trends (India)
7000
2
61
5
6000
5000
Citizenship
0
36
4000
3000
Source: Citizenship and
Immigration 2009
2
8
77
30
2
27
Last Permanent
Residence
Country of Birth
2000
1000
0
2003
2007
2008
2009
SPP College Permits Processed
(in India with Indian Citizenship)
8000
Accepted
Refused
Total
7000
6000
5000
•118% approval increase
2008
4000
3000
• 218% approval increase
2009
2000
1000
0
2007
2008
2009
2009 PPE
Compliant
A Strategy in Development
Market research
Identifying opportunities through Bill regulating foreign institutions
Media relations campaign
Outreach to schools and influencers
Journalist/Fam Tour delegations to Canada
Events to attract students at post secondary level
Support to incoming Canadian delegations
High-Level delegations in education, industry, science and technology
Events to attract partnerships
Facilitating visa processing
Fostering an alumni community
A Partner in Education and Innovation
“More than 100 million people from India – the equivalent of the combined
labour forces of the United Kingdom, France, Italy and Spain – are projected
to join the workforce by 2020. With the youngest age profile among large
economies and the largest national workforce, India holds great potential to
become one of the most attractive talent providers.”
World Economic Forum, 2010
Questions for discussion
How can we better collaborate?
Are there regions in India that are of key interest?
Are there key interests in partnership or off-shore delivery?
Your professional resource
www.edu-canadapro.gc.ca
A central source for promotion
www.educationau-incanada.ca
Contact us:
W: www.international.gc.ca/education
E: edu-canada@international.gc.ca
T: 613-944-0762