“In Kashmir, the high-stakes dream of cracking national exams is turning into a goldmine for a booming coaching industry that increasingly sells success through flashy marketing rather than quality education. Kashmir’s competitive exam culture is increasingly driven by aggressive commercial marketing over genuine educational value.”
Every year, thousands of students in Kashmir dream of cracking competitive examinations such as NEET, JEE, CUET, UPSC and other national-level entrance tests. Along with these aspirations comes an equally booming coaching industry. Over the past few years, coaching centres have mushroomed across the Valley, projecting themselves as gateways to success. While many institutes are committed to quality education, an increasing number are turning education into a commercial enterprise where marketing often matters more than merit. The most worrying trend is the widespread use of well-known national coaching brand names to attract students. Large advertisements, social media campaigns, glossy brochures and impressive claims create an image that students will be taught by India’s best faculty. Parents, eager to secure a bright future for their children, often pay hefty fees running into tens of thousands or even lakhs of rupees based on these promises. However, the reality experienced by many students is often very different. After admissions are completed and fees collected, students frequently discover that the much-publicised “star faculty” rarely teach regular classes. Instead, teaching is largely handled by locally hired instructors or recently graduated teachers. While local faculty can certainly be competent and dedicated, the issue is not about where they come from—it is about transparency. If an institute advertises nationally renowned faculty but delivers something entirely different, it amounts to misleading consumers. Education is built on trust. When coaching institutes market one product and deliver another, students and parents are left feeling deceived. For many middle-class families in Kashmir, paying coaching fees requires significant financial sacrifice. Some exhaust their savings, while others borrow money, believing that the investment will provide access to the best academic guidance. When expectations are not met, the disappointment extends beyond financial loss; it affects students’ confidence and academic preparation. Another concern is the complete absence of fee regulation. Unlike schools and colleges that operate under certain regulatory frameworks, coaching centres often fix fees at their own discretion. Similar courses offered by different institutes show huge variations in pricing without any clear justification. Students are also asked to pay the entire fee upfront, with refund policies either unclear or heavily tilted in favour of the institutes.
“While coaching institutes play a vital role in student success for competitive exams, commercialization and deceptive practices by some operators threaten the sector’s credibility. To protect young futures and build public trust—especially as demand rises in regions like Kashmir—coaching centers must prioritize transparency and accountability. Implementing regulations is not a burden, but a necessary safeguard that creates a fair and trustworthy ecosystem for students, parents, and ethical educators alike.”
In many cases, once the money is deposited, parents have little recourse even if the promised services are not delivered. The aggressive competition among coaching centres has also transformed education into a marketplace. Instead of highlighting teaching quality, many institutes compete through celebrity-style branding, exaggerated success stories and selective publicity of top-performing students. Rarely do advertisements explain how many students actually appeared for examinations, how many qualified, or what role the coaching genuinely played in their success. Without verified disclosures, such claims can easily create unrealistic expectations. This situation calls for timely intervention by the authorities. Coaching centres should not operate in a regulatory vacuum. The government must introduce clear guidelines governing advertisements, faculty disclosures, fee structures and refund policies. Institutes should be required to publicly disclose who will teach each course, the qualifications of faculty members, the duration of classes and the total fee payable. Misleading advertisements should invite strict penalties. Parents, too, need to exercise greater caution. Before enrolling their children, they should seek written information about faculty, course schedules, refund conditions and previous results. Decisions involving large financial commitments should never be based solely on advertisements or social media promotions. The coaching industry undoubtedly plays an important role in helping students prepare for competitive examinations. Many dedicated teachers and ethical institutions have genuinely contributed to students’ success. Their efforts deserve appreciation. But the actions of a few commercially driven operators risk damaging the credibility of the entire sector. Education cannot be reduced to branding, glossy marketing campaigns or inflated promises. Coaching centres must remember that they are shaping young futures, not merely running businesses. Transparency, accountability and honesty are essential to maintaining public trust. As Kashmir witnesses a growing demand for competitive education, the time has come to ensure that students receive what they are promised. Regulation should not be viewed as an obstacle to business but as a safeguard for students and parents. A transparent coaching ecosystem will ultimately benefit everyone—students, educators and genuinely committed institutions alike.
