According to a study conducted by the All India Council for Technical Education, the demand for specialised courses has increased by 40% in the last decade.
Due to the rising interest, Zista Education conducted the Global Art and Design Education Expo 2024, last month.
With representatives from prominent art and design institutions, the event saw students making a beeline to know more about the courses, scholarships, and career support being offered.
“India has such a rich creative history and culture across all disciplines, so it’s wonderful to be here and experience that. There’s always interest in areas like design in India but it’s certainly not limited to that,” said Rose Zack, manager, office of admissions, NSCAD University.
“We have interdisciplinary programs so our main aim is to make Indian students understand what that means for them, what does that portfolio look like, and what is that experience like.”
With its roots in France, design and visual communication school Ecole Intuit Lab opened its first international branch in Mumbai recognising the city’s potential as an art and cultural centre.
India has such a rich creative history and culture across all disciplines…There’s always interest in areas like design in India but it’s certainly not limited to that
Rose Zack, NSCAD University
Since building its first campus in India thirteen years ago, the institute now has four branches across the country, in Mumbai, Delhi, Bangalore, and Kolkata.
The institute’s intake rates and expansion efforts can be attributed to the growing acceptance of alternative courses in India.
“Our first batch graduated in 2014, with just 30 students, now we have an intake of 200 students every year just in Mumbai alone. We have over 500 students enrolling every year,” said Ashwini Sakpal, AVP- marketing and admissions, Ecole Intuit Lab.
“At first, we struggled to launch our first gaming batch because there were no potential students and parents were not ready to adapt. But now many Indian parents are becoming more aware and we are also helping with outreach activities.”
According to Sakpal, though there aren’t any major challenges impacting the industry in India, finance remains a tough aspect.
“Design is definitely expensive as compared to other fields because of the quality of the curriculum and faculty. Since design is evolving, we have to have faculties which are from the industry so higher cost is involved.”
“One challenge I think is reaching out to the right set of parents who are traditional, and teaching them the change of thought in unconventional jobs in the industry,” said Juben Thakur, associate director, outreach marketing, Ecole Intuit Lab.
Many art and design institutes are also looking at India as an alternative to China, especially post-pandemic.
“Historically we were getting 8-10% of our class from one school in India but post-Covid we lost that pipeline. Many colleges are still focusing on China, which makes it harder for us, so we have a better chance to have a better return of our efforts here in India,” said James Malley, director, admissions, Cleveland Institute of Art.
“We know India is a vital market. Students here are very knowledgeable about college searches and have done their homework.”
Although the institute has only six international students out of a total cohort of 600 students, with just one hailing from India, Malley hopes to change that in the coming years.
“There are a number of companies our students work with post their studies such as Walt Disney, Pixar, DC Comics, Marvel, Ford, Procter and Gamble, and more,” said Malley.
“We have a career development department which helps students with their career search. Our teachers are all working artists who have connections in the industry. We also teach students how to create that network.”
A report by the Federation of Indian Chambers of Commerce and Industry showed a significant increase of 30% in design graduates entering the workforce annually over the past five years.
According to Mitali Rawool, assistant director, engagements, Zista Education, the point of these fairs is not just to be academic but also be an opportunity for students to learn the ins and outs of the industry.
“We want the students to meet industry leaders, attend our breakout sessions which include panel discussions, masterclasses, and more,” said Rawool.
“We touched over 300 students at the Mumbai expo while having 18 universities pitch to them, this shows that students and parents are seeing a future in creative fields.”
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