What do Indian students really want? Beyond the usual surveys, the latest Brand Chakras study reveals what deep seated needs education brands can satisfy. On the one hand, a clear demand for “entertaining education” and on the other hand a yearning for mentors and inspiring role models who can give them individual attention and prepare them for life. Typical of so many other Indian consumer groups, the Indian student too today is asking for a magical combination. “The Call for Dronacharya”, a joint initiative of JWT India Planning and SRM University, a qualitative and quantitative study across 8 centers and students from different education streams. To see an executive summary, click here.