Saghilan | Mayukh | Oliver | Rui Qi

PESTEL Analysis Indian Student Market. [image]. Saghilan | Mayukh | Oliver | Rui Qi.

[Audio] Today, we will be providing a comprehensive analysis of the Indian Student Market using a PESTEL framework. Our presentation will consist of 30 slides, with this being the second slide which serves as the Table of Contents. We will start by introducing our organization and product, as well as discussing our target market. From there, we will move on to exploring the political and economic factors that affect the Indian Student Market. This will include an examination of government policies, regulations, and laws, as well as factors like GDP, inflation, and exchange rates. We will then look at the impact of technology on the market, including the need for businesses to adapt to the latest technological trends. Additionally, we will discuss the environmental factors that affect the market, such as regulations and sustainability practices. Finally, we will examine the legal factors that businesses must adhere to in order to operate in the Indian Student Market. Throughout our presentation, we will also cover different sections that focus on our organization, product, and target market. This will provide a more in-depth understanding of our project. We will also address the digital gap in the Indian Student Market and the technology barriers that must be overcome to create a more efficient and innovative market environment. Our aim is to provide you with informative and insightful analysis. Now, let's begin with our first section - the introduction..

INTRODUCTION. ‹#›. 01. [image] File Person icon BLACK 01 svg Wikimedia Commons.

[Audio] The Indian student market has become a key target for educational institutions around the world in today's digital era. A PESTEL analysis was conducted on this market, which revealed a promising future for those seeking to enter it. As we move onto slide number 4, we will present a point-based overview of our school's profile, highlighting our strengths and achievements. Our school, the UCD Global Campus SG, is a higher education institution offering internationally accredited degree programs, including Business and Management and specialized postgraduate courses. We take pride in providing top-quality education, with accreditation from recognized institutions serving as a testament to our commitment. Our organization has also achieved significant accomplishments in the field of education, making us a reputable name in the industry. Now, let's focus on our product - the UCD Global Campus SG. As shown in the image, our campus offers a modern and advanced learning environment that fosters growth and development. With a diverse student community and experienced faculty, we provide a unique and enriching educational experience. In terms of the Indian student population, we have identified a strong interest in studying overseas, and our institution can play a crucial role in fulfilling that desire. Using impactful keywords and statistics, we aim to showcase our institution as an ideal option for Indian students seeking higher education abroad. Thank you for your attention, and we hope this information has provided insight into our organization and product. Stay tuned for more updates on our project portfolio task 1-B..

‹#›. 02. [image] POLITICAL.

[Audio] In our discussion on the Indian student market and marketing in the digital era, we will now focus on the PESTEL analysis, specifically slide number six which covers the topic of Visa and Immigration Policy. Obtaining a Student Pass in Singapore can be complex and overwhelming for Indian nationals due to strict requirements for financial proof, health certifications, and other documentation. This can lead to anxiety and stress for students. In 2025, Indian nationals will also be required to obtain Student Pass approval through the online SOLAR system, making the process more stringent and time-consuming. The Visa Free Transit Facility (VFTF) is available for transit through Singapore, but only applies to those with valid visas from eight specific countries, causing further inconvenience for Indian students. Let's consider this image showing the expected increase in Indian student population in Singapore by 2024. As these numbers grow, it is crucial for us to understand and navigate through these challenges in order to attract and retain Indian students in our universities. We will now move on to our next topic..

[Audio] In the world of marketing, it is crucial to understand the political landscape of the target market. For the Indian student market, conducting a PESTEL analysis is essential. This analysis looks at six key factors that influence a country's business, economic, and social environment, including Political, Economic, Socio-cultural, Technological, Environmental, and Legal factors. A critical part of the political factor is bilateral relations and policy stability. India and Singapore's Comprehensive Strategic Partnership strengthens their economic ties and includes provisions for enhanced student mobility programs. This is a significant advantage for students as it simplifies the process of studying in Singapore. In contrast, countries like Canada and the UK have seen a decline in student numbers due to policy changes. In 2025, Canada experienced a 41% decrease in student permits and a 62% visa rejection rate while the UK saw a 27% decline in student numbers. This has a direct impact on educational institutions in these countries, highlighting the importance of political stability and government support through educational cooperation frameworks. The visual on the slide comparing Canada and the UK's student numbers emphasizes the impact of policy changes on international students. The significant decline in Canada and the flatline in the UK stresses the significance of policy stability in maintaining a consistent flow of international students. Ultimately, the India-Singapore Comprehensive Strategic Partnership not only strengthens bilateral relations but also provides a stable and supportive education system for students. This makes it a crucial factor to consider in our marketing strategies for the Indian student market..

[image] ECONOMIC. ‹#›. 03.

[Audio] Today, we will be discussing the PESTEL analysis of the Indian student market in the context of marketing in the digital era. On slide number 9, we will be focusing on an important factor that affects the Indian student market: family financial stress. According to a report by Thanawala in 2025, the Indian rupee's depreciation has reached a concerning level, with a decline of 15-17% from Rs 75.07 per USD in 2022 to Rs 87-88 in 2025. This has resulted in significant difficulties in budget planning for families. Furthermore, the implementation of TCS (Tax Collected at Source) on foreign remittances for self-funded education above Rs 10 lakhs per year, as reported by ET online in 2025, has added to the financial burden on families trying to fund their children's overseas education. The depreciation of the Indian rupee has led to a 40% increase in overseas education costs over the past decade, making it even more challenging for families to afford sending their children abroad for education. This concludes our discussion on the impact of family financial stress on the Indian student market..

[Audio] Slide number 10 of our presentation covers the PESTEL analysis of the Indian student market in the digital era. One major issue in this market is the high cost of education and the resulting loan crisis for students. Our research shows that the annual cost for an Indian student studying in Singapore can range from SGD 40000 to 75000, including tuition fees, living expenses, and hidden costs. Additionally, Indian banks often require significant collateral for education loans, making it difficult for students to obtain them. The loan structure itself also poses challenges for students, as evidenced by the 9.38% of education loan accounts in Kerala, India that have become non-performing. This means that many students are struggling to repay their loans and are falling into a cycle of debt. Furthermore, Indian education loans come with high interest rates, ranging from 8-14% annually, as reported by Axis Bank in 2025, adding to the burden for students and their families. The alarming numbers and statistics on this slide illustrate the gravity of the issue. As responsible marketers, it is crucial for us to address these challenges in order to benefit students and the education system as a whole. Next, we will discuss the political factors that impact the Indian student market..

[image] SOCIAL. ‹#›. 04.

[Audio] Slide 12 discusses the cultural crisis faced by Indian students in Singapore as revealed by our PESTEL analysis. Despite the country's reputation for diversity, Indian students struggle with maintaining their cultural identity and sense of belonging. Studies have shown that a majority of them feel isolated and lack a strong community outside their own student circles. This can have a negative impact on their motivation and well-being. Research has also shown that many Indian students do not seek mental support, which affects their academic engagement. As such, it is crucial for universities like UCD to address this issue by implementing targeted cultural and social integration programs. These programs can help bridge the gap and provide necessary support for Indian students to adapt to the multicultural society while still preserving their cultural identity. It is important to understand and cater to the cultural differences of our students in order to create a more inclusive and diverse environment in our universities, ultimately leading to their academic success..

[Audio] The Indian student market holds great significance for businesses and educational institutions in today's digital age. However, there are challenges that must be addressed when targeting this group. One of the main issues is homesickness, with studies showing that 45% of Indian students experience it, affecting their studies. The academic standards in Singapore are high, and coupled with the physical and emotional distance from family, Indian students face high levels of stress that can impact their mental health. This highlights the need for emotional support and orientation programs to aid students in adapting to both academic and social aspects. By offering this assistance, we can ensure the wellbeing and academic success of Indian students in Singapore. Research has also shown a link between homesickness and stress, underlining the importance of addressing this issue. The struggle to adapt to the Singaporean education system and meet the expectations of their families can result in a decrease in motivation and increased academic pressure for Indian students, with 60-75% facing difficulty adjusting to the academic environment. This further stresses the need for support and guidance for these students. It is crucial that we understand the challenges faced by Indian students and work towards providing solutions to help them overcome homesickness and academic stress. This will ultimately create a positive and successful experience for Indian students in the Singaporean education system. Let's collaborate and empower Indian students in their academic journey..

[image] TECHNOLOGICAL. ‹#›. 05.

[Audio] Our PESTEL analysis of the Indian student market has identified a crucial factor that impacts their experience in the technologically advanced education ecosystem of Singapore - the digital literacy gap. Research has shown that many Indian students lack confidence in using e-learning systems, hindering their engagement in studies and preventing them from fully benefiting from the advanced technology. To address this, our Group 1 proposes pre-arrival digital literacy workshops for Indian international students. By equipping them with the necessary skills and knowledge before arriving in Singapore, we can enhance their learning experience and bridge the digital skills gap. With Indian students having 20% lower digital literacy levels compared to their Singaporean peers, it is vital to address this gap in the market. Let us not overlook the importance of this gap in our analysis, and instead focus on the potential for growth and improvement in this area..

[Audio] This slide is number 16 out of 30 in our presentation on the PESTEL analysis of the Indian student market in the digital era. Our focus today is on the impact of technology access and economic constraints on the academic performance of Indian students in Singapore. While Singapore is known for its advanced infrastructure, not all Indian students have the same level of access to high-powered devices. In fact, many students face financial barriers that limit their access to the necessary tools for academic success. Research has shown that 50% of Indian students rely on mobile devices for their coursework, which can greatly hinder their research, collaboration, and overall academic performance. This is a significant concern that must be addressed in order to ensure the success of these students. Our team recommends implementing UCD support programs, such as device loans or affordable tech packages, to provide equitable access to all students. By providing these resources, we can bridge the gap and ensure that all students have the necessary tools to excel in their studies. Additionally, market research conducted by KPMG has found that during the COVID-19 pandemic, 12,500 Singaporean students reported a shortage of devices, highlighting the need for accessible technology for all students. In conclusion, it is crucial for Singapore's education system to consider the economic constraints faced by Indian students and provide assistance in obtaining suitable devices for their studies. By doing so, we can eliminate technology barriers and create a more inclusive and equal learning environment for all. Please refer to the image on the slide for more information..

[Audio] Our presentation focuses on the PESTEL analysis of the Indian student market. We will be looking at the key factors that have a significant impact on this market. So far, we have covered political, economic, and social aspects, and now we will discuss the environmental factor. The environmental aspect explores external factors related to the natural environment and how they affect the student market in India. This includes natural disasters, climate change, and availability of resources. India, being a diverse country, is facing various environmental issues that directly or indirectly affect the student market. One major concern is air pollution in cities like Delhi and Mumbai, which has led to health concerns for students and made it less attractive for international students. Another important factor is water scarcity, as the growing population and increased water usage in industries has made it a challenge to access clean and safe drinking water in many parts of the country. Climate change is also a significant factor to consider as India relies heavily on monsoon rains for its crops, but with changing patterns, this has become unpredictable and can lead to droughts and floods that disrupt the economy and affect students' purchasing power. The limited availability of resources, such as land and energy, is also a concern with the rising population and urbanization. This could lead to higher costs and affect the affordability of education for students. It is important for companies and institutions to consider these environmental factors in their strategies and operations to tap into this market successfully. This concludes our discussion, and we will now move on to the final element of our analysis - legal factors..

[Audio] The Indian student market faces a challenge adapting to the strict environmental standards in Singapore, which is known as one of the cleanest cities in the world. This may be unfamiliar and difficult for Indian students, as Indian cities rank lower on the cleanliness scale and have high pollution levels. This difference in rankings reflects varying cleanliness habits and practices between the two countries. The National Environment Agency (NEA) reported over 20000 tickets issued for littering in 2024, showing the high level of enforcement for environmental offenses. The pressure to quickly adapt to these strict standards may cause anxiety and potentially lead to errors in waste management, energy consumption, and public behavior. This could discourage Indian students from applying to UCD in Singapore. However, educating them on the rules and regulations can help them adapt and make their time at UCD Singapore easier. Environmental policies are crucial in maintaining the high standards of cleanliness in Singapore. It is important for Indian students to understand and follow these policies in order to adapt to the environmental standards in Singapore. [Slide image of environmental policies].

[Audio] Slide 19: Taking into consideration the Indian student market, an important aspect to consider is the financial burden of sustainable living. This is due to the significantly higher cost of living in Singapore compared to India. In Singapore, eco-friendly products also cost an average of 156% more than regular counterparts. This poses a significant financial burden for Indian students as they strive to adapt to the sustainable living standards in Singapore. In addition, research shows that 42% of Singaporean consumers name high prices as a top barrier to purchasing sustainable or eco-friendly products. This not only affects Indian students, but also the local population in Singapore, making it difficult for them to embrace sustainable solutions due to the high costs. However, the challenges of sustainable living go beyond financial constraints. There is also social pressure, especially for younger crowds, to conform to eco-friendly practices. This pressure can be even higher for Indian students, who may already have financial constraints. In conclusion, the high cost of sustainable solutions and social pressure can be a challenge for Indian students during their time in Singapore. It is crucial to address and find solutions to these issues in order to make sustainable living more accessible and feasible for everyone..

[image] LEGAL. ‹#›. 07.

[Audio] The main challenge faced by Indian students in the student market is the restriction on working hours. Compared to other popular university destinations such as Canada, the UK, and Australia, Indian students in Singapore are only allowed to work for 16 hours per week during school terms and full-time during vacation periods. As 72% of Indian students rely on employment to cover daily expenses and achieve financial independence while studying, this can create a significant financial strain. The cost of living in Singapore is 4-6 times higher than in India, leading to 30-40% of students experiencing financial stresses while studying. Limited options available for students to alleviate their financial constraints could discourage potential students from choosing Singapore as their university destination. Employment regulations, as seen in the attached image, further illustrate this issue. This lack of financial support and motivation can impact the overall experience for Indian students in Singapore. To gain a better understanding of the current situation, let's examine potential solutions..

[Audio] Many students in India face challenges when applying to universities overseas, particularly with education agent fraud. This issue affects approximately 10-20% of the Indian student population. As shown on the slide, 65% of Indian students use education agents to handle their study abroad applications. However, an alarming 70% of them believe they are being misled by these agents. This raises concerns about the reliability and transparency of the application process. It is important to recognize that many students rely on education agents due to their lack of knowledge about the application process. Unfortunately, negative experiences with these agents can negatively impact their perception of UCD Singapore and our brand. This can also damage UCD's reputation. Therefore, it is crucial for us to effectively manage any fraudulent activities carried out by education agents using the UCD name. In 2020, ICEF Monitor reported that 65% of prospective Indian students use education agents for their applications, and the Global Education Agents Association (GEAA) states that 70% of Indian students feel misled by these agents. This issue cannot be ignored as it not only harms the applicants but also poses a financial threat to UCD. It is our responsibility to ensure a smooth and trustworthy application process to UCD. In conclusion, education agent fraud in India is a pressing issue that demands attention and action. Let's join forces to maintain the integrity of our application process and safeguard the reputation of UCD..

CONCLUSION. ‹#›. 08. [image] a blue and white globe with squares in it Provided by Tenor.

[Audio] This presentation focuses on the PESTEL analysis of the Indian student market. Our group has identified two potential solutions to address the pain points faced by international students in their journey to study in Singapore. The first solution is the implementation of an AI chatbot that will serve as an assistant and provide information on the school, country, culture, and laws - all important components of the PESTEL analysis. The chatbot will be available in various languages and will be free of charge. The second solution is to form partnerships with well-reputed education agents in India who will offer competitive prices and services such as visa applications, student lodging, and financial planning assistance. This will act as a one-stop shop for international students and provide a sense of security in their journey. These solutions reflect positively on our university's reputation and provide ease for potential students. Let's now move on to slide number 25..

Thank you. ‹#›. [image] artificial intelligence icon set in line style machine learning smart robotic and cloud computing network digital AI technology internet solving algorithm vector illustration Provided by Getty Images.

[Audio] In slide 26 of the NUS Office of Student Affairs, we will review important data and reports related to the Indian student market in Singapore. The 2024 Student Wellbeing Pulse report from the NUS Office of Student Affairs highlights the mental and emotional health of students. The 2021 State of Digital Inclusion in Singapore report by CTIC, NUS focuses on the digital landscape and the inclusion of students. In 2014, Nasirudeen and his team conducted a study on the acculturative stress among Asian international students in Singapore, highlighting the challenges of adjusting to a new culture. In 2022, Kaur published a research paper exploring the factors of adjustment, homesickness, and cultural intelligence among Indian international students. The 2024 report, Decoding Singapore's digital economy, from the Lee Kuan Yew School of Public Policy delves into the thriving digital economy of Singapore and its potential for international students. In 2016, Anderson and Bhati's paper examines the reasons for Indian students choosing Singapore as their study destination. Finally, the 2024 article from PlanStudyAbroad discusses the cost of studying in Singapore for Indian students. These resources offer valuable insights into the Indian student market and can assist in developing marketing strategies for the digital era..

[Audio] Slide number 27 discusses the issue of acculturative stress among Indian international students in Singapore. Our PESTEL analysis of the Indian student market in Singapore led us to an interesting article from Folk Knowledge Place, which delves into the impact of ethnicity, identity, and global orientation on Indian international students in a Singaporean school. Published in 2024, the article sheds light on the challenges faced by these students in a foreign country. We also have updates from the University regarding employment regulations for Indian students in Singapore. Released in 2025, these updates are crucial for those planning to study in Singapore. Additionally, Canam, a renowned education consultancy, has provided information on the cost of living for Indian students in Singapore in 2025. This article, published in March 2025, provides valuable insights into the financial aspects of studying in Singapore. Moving on, ICEF Monitor has published an article in 2020 discussing the issue of education agent fraud in India. This serves as a reminder for Indian students to exercise caution and research when choosing an education agent. For those aspiring to study in Singapore, PlanStudyAbroad has a comprehensive guide published in 2024, covering all the necessary information. To make things easier for our students, the Singapore Ministry of Education has launched a laptop loan scheme to provide laptops to those who need them. This initiative, launched in 2020, is still in effect. In terms of the digital landscape, the IMDA has released the Singapore Digital Society Report for 2023, offering insights into the country's technological advancements. The report is available for further reading on their website. We also have the Singapore Education Sector Analysis from Emerald Insight, which gives a detailed analysis of the country's education sector. This valuable resource was published in n.d. According to the latest Open Doors 2023-International Student Census by IIE, the number of international students in Singapore has been steadily increasing. These are the latest updates and resources for Indian students interested in studying in Singapore..

[Audio] Our presentation today will focus on the challenges Indian international students face in their study abroad journeys. On slide 28, we will discuss how social isolation and homesickness can impact their academic performance. Studies have shown that Indian students often struggle to adjust to the new academic environment in a foreign country. This was highlighted in a study on Chinese international students and their cultural values, social support, and overall adjustment. A similar trend has been observed in Indian students in New Zealand. The struggle to adapt to a new culture, language, and academic system can lead to feelings of social isolation and homesickness, impacting their studies and making it difficult for them to perform well. This is not a unique issue for Indian students, as noted in a recent report on the impact of AI in education. It is important for universities and educational institutions to create a supportive and inclusive environment for international students, but this can come at a high cost as seen in the increasing trend of education loans and financial burden on families. Moving forward, it is crucial to address social isolation and homesickness in Indian students and provide emotional support and a sense of community. This will not only improve their academic performance, but also help them thrive in their new environment. Thank you for listening to our presentation. We are open to any questions or comments..

[Audio] As we approach the end of our presentation, I would like to direct your attention to slide number 29, which examines the PESTEL analysis of the Indian student market. In recent years, there has been a notable increase in the number of Indian students choosing to study abroad, with Singapore emerging as a popular destination. Our research has revealed several factors that may affect this trend. Firstly, the process of obtaining a student's pass has become stricter, as the Immigration and Checkpoints Authority (ICA) has established stringent criteria for approval. This has resulted in a decline in the number of Indian students studying in Singapore, as reported by The Times Higher Education. On the other hand, efforts have been made to strengthen the relationship between Singapore and India, with both countries releasing a comprehensive strategic partnership roadmap. This aims to foster collaboration in various sectors, including education, and may potentially lead to a rise in Indian students choosing Singapore as their study destination. However, Indian students face common challenges while studying in Singapore, as noted by BCES Admissions Abroad. These include language barriers, cultural differences, and adjusting to the higher cost of living in Singapore compared to India. As a result, there is a reliance on education agents for guidance in making study abroad decisions, as reported by ICEF Monitor. However, concerns have been raised about the reliability of these agents, as highlighted by the Global Education Agents Association (GEAA). Therefore, it is crucial for students to conduct thorough research and exercise caution when dealing with education agents. The topic of sustainability has also been brought to attention, with a report by Rakuten Insight emphasizing the importance of responsible consumption in the Asia Pacific region. In conclusion, the Indian student market is a constantly evolving and dynamic one. As marketers, it is essential for us to closely monitor the various factors that may affect this market. With that being said, let us now turn to our last slide, where we will discuss the best practices for targeting this market..

[Audio] Welcome everyone to the last slide of our presentation. As we wrap up our PESTEL analysis on the Indian student market in Singapore within the digital marketing landscape, let's review some key findings and takeaways. On slide 30, we have listed three significant sources of information for the Indian student market in Singapore. First, we have University News and Updates from 2025, which presents information on part-time job opportunities in Singapore for Indian students. It highlights the increasing demand for part-time jobs and the potential for students to supplement their finances while studying. Next, we have an article from 2025 by Walsh M Z , which reveals that Singapore has been named the cleanest city in the world. This is important as it aligns with the growing interest among consumers for sustainable and eco-friendly products and services. Lastly, we have a study from 2021 by WWF Singapore, which unveils the high and unmet demand for sustainable products in Singapore. This signifies the potential for businesses to tap into this market and cater to the rising consumer demand for environmentally-friendly options. As we conclude our presentation, I sincerely thank you all for your time and attention. We hope that this PESTEL analysis has provided valuable insights and informed strategies for marketing to the Indian student market in Singapore. Thank you and have a wonderful day!.